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    Do Movies Have a Drinking Problem? Booze in Movies Drives Teens to Binge, Says Study


    Angelina and her co-star Johnny Walker.Angelina and her co-star Johnny Walker.On Sunday night at the Academy Awards, the movie industry will be giving itself a great big pat on the back.

    Not so fast. A newly published study on teen binge drinking blames an overabundance of alcohol on screen.

    A two-year study published by the British Medical Journal, of over 6,500 U.S. kids between the ages of 10 and 14, found that watching movies laden with liquor scenes increased teens' likelihood to binge drink.

    While having parents who drank at home was one of the factors associated with starting kids early on the habit, the guardians of the big screen were targeted for ratcheting up kids' consumption. According to the report, teens who watched the most movies with alcohol were twice as likely to start drinking and 63 percent more likely to binge drink.

    So does that mean the Oscar nominated 'Midnight in Paris' should be re-cut without Hemingway downing absinthe? Should 'Bridesmaids' bachelorette party become a sober affair?

    Not necessarily. Films that incorporate drinking into their character study or plot device are different from those who put a product on a pedestal.

    The study's researchers take aim at alcohol product placement -an increasingly popular method of bankrolling a big budget movie.

    "Product placement in movies is forbidden for cigarettes in the U.S.A., but is legal and commonplace for the alcohol industry, with half of Hollywood films containing at least one alcohol-brand appearance, regardless of film rating," writes James Sargent, of Norris Cotton Cancer Center, Dartmouth Medical School along with his colleagues in the report.

    The precedent was firmly set, after Red Stripe made a cameo in the movie 'The Firm,' and shot sales of the beer up by fifty percent. Since then, vodka, whiskey and beer brands have gotten plum roles alongside Hollywood's biggest stars. If a scene calls for Angelina Jolie to drink whiskey, as it did in 'Mr. and Mrs. Smith,' the bottle of Johnny Walker Red gets a couple of seconds facing the audience as Jolie's glamorous body lays alongside it. How's that for attracting the attention of both young and old.

    If Carrie Bradshaw hadn't turned candy-colored Cosmos into the drink of choice for young girls trying to be sophisticated, a partnership with Skyy Vodka put the cocktail ingredients over the edge. The liquor brand, featured in both big screen versions of 'Sex and the City', was the "official" drink of the sequel. They even partnered with costume designer Patricia Field for a limited edition bottle design.

    Oliver Stone's Wall Street Money Never Sleeps drew criticism for its rampant product placement throughout the movie, particularly one scene where Gordon Gekko offers up a Heineken to a woman at a bar, not a beer, mind you, a Heineken.

    Stone seemed to cop to necessity in interviews: "We needed help, and we took it where we could without, I think, prostituting the movie."

    Certainly, you can't blame a guy for trying to make a movie, or can you? If multimillion dollar salaries have stymied budgets, and the only way to bankroll a film is by glorifying booze at the risk of younger viewers, is it might be fair to say that nobody's drinking responsibly.

    Copyright © 2012 Yahoo Inc.


    Related:
    Teen drinking on the rise
    Talking to your daughter about binge drinking
    Food guide to this year's Oscars
    Oscar worthy romance films

     

    19 comments

    • The Prisoner  •  2 months ago
      I'll drink to that...
    • Jadey  •  3 months ago
      ...Or maybe parents can be responsible for their own kids.
      • Lep 3 months ago
        Stop talking sense before someone's head explodes.
    • LexiLou  •  Charlotte, North Carolina  •  3 months ago
      What about all the airbrushing that goes on that is telling our teens that if they don't look like these models etc that they aren't good enough. But what is wrong is that looking like that is unobtainable to the average female. Stop airbrushing it is hurting our youth. They have unrealistic expectations of how they should look. You cant even watch a commercial without a half naked airbrushed women. Makes me sick.
      • Letty 3 months ago
        Yep, I couldn't agree more.
    • A Yahoo! User  •  New York, New York  •  3 months ago
      Well that's it, then, if drinking in movies is making teenagers binge drink, then we'll edit all the drinking out of movies. We'll also edit out car chases, because they might encourage reckless driving. We'll edit out love scenes, because they might encourage teens to engage in sexual activity. We'll edit all this out, and then the parents won't have to bother teaching their kids about moderation, or self control.
      • Lep 3 months ago
        Absolutely right, Cara. But you forgot a few. Better also edit out eating, or kids will binge on Twinkies and get fat. Edit out water scenes or some kid who can't swim will go cliff-diving and drown. Edit out scenes in which kids disobey adults or we'll have a nation of hoodlums and hooligans. Once our movies consist of nothing but people sitting in chairs with seat belts, looking at each other, life will once again be Edenic.
    • Angela  •  Seattle, Washington  •  3 months ago
      Movies are about DRAMA. A movie without conflict and drama would be dull and boring. The good ones show how drinking does not solve your problems and gives an learning opportunity. The bad ones glorify it. If you raise your kid right, this won't be a problem.
    • rachel  •  3 months ago
      Yeah lets not blame the kid for making that decision or even the parent for not educating the kid. Let's blame movies and games for behavior and drug problems, that makes a lot of sense
    • SOI  •  3 months ago
      Off the top of my head I could not even guess at any specific label promoted in a movie. Sales go up, but how many teens are able to buy liquor and beer? So maybe the laws for stores need to be better inforced and parents need to be more aware of missing beverages. I just dont see laying this at the feet of movies. Stop laying blame on every door step but the one that matters, THE PARENTS!
    • Letty  •  McAllen, Texas  •  3 months ago
      Wow! That's the stupidest thing I've read. If these movies are making impressionable teens drink, maybe these movies should have an "R" rating. I have seen tons of movies where the main or supporting characters drink, smoke, do drugs, have affairs, steal, etc, but that doesn't have an impact in my life.
      Is it me or are they just trying to make movies too PC? Come on, people! There will always be a time when SOMEONE is bound to be offended, it happens, we are not perfect, so what? Take it like a champ and move on! Otherwise, we are raising a whole generation of wusses, no wonder a lot of younger kids I've seen are so wimpy.
    • Niko-chan  •  Dallas, Texas  •  3 months ago
      Entertainment is entertainment. Not all of it has something to do with teens doing stuff they think is cool. They probably forgot the fact that other teens who have done it pressure/persuade others in doing it cause they think it's cool. Or parents doing the same thing and having their kids witness it. It's more to that than what's on TV.
    • !Shanksta-Gangsta!  •  3 months ago
      When i was a teenager, I saw plenty of movies, that had sex, booze, drugs, ect and guess what? I didnt care to do any of those things! Sure i sipped a beer cause my dad let me just to see what it tastes like and honestly i dont care that much for beer. I already knew drugs was bad so i didnt care to try those. Kids do the same thing in school but i was my own person i knew what was right or wrong good and bad and i didnt let my peers influence me cause i had good parents.
    • k8blujay  •  3 months ago
      Way to scapegoat movies with something that should be the parents responsibility.... I am pretty sure I watched movies with smoking, drinking, drug use and sex in it some point in my childhood... AND I have parents that drank and smoked in front of us... yet the number of times I drink is maybe 5 times in one year and it's a limited amount of alcohol... :-/
      • Cassandra Avila 3 months ago
        I grew up with t.v. and there is almost always sex, drug use, and smoking on it. However, I don't drink, use drugs and choose to be celibate, not that having sex is bad, it's just a personal choice. Entertainment isn't responsible the parents are. I do understand that entertainment sometimes glorifies certain things.
    • Disgruntled  •  3 months ago
      The closest I have ever come to imitating anything I ever saw in movie as a teen was buying white Keds and cutting off my jeans into knee length shorts after watching Dirty Dancing in high school. I may have done that but I didn't sleep with a dance instructor or pay for a friend to get an abortion and those things happened in the movie too. Maybe I was raised better, but I've never been inspired to do a stupid behavior because I saw it in a movie. I rarely even notice what kind of alcohol they're drinking, let alone care about buying it.
      Also, who is letting their kids watch stuff like The Hangover or Sex in the City? Those movies are clearly intended for people 17 and over. Perhaps if you've got kids impressionable enough to imitate the risky behaviors in the movie then maybe you should be paying closer attention to the kinds of things they are watching.
    • Aurastar  •  3 months ago
      I'm more worried about a teen not knowing fantasy from reality than anything else.
      Seriously, why wouldn't you teach someone that? Step away from the gadgets and TEACH!
    • Sa  •  Evansville, Indiana  •  3 months ago
      How do you say for sure if movies with drinking encourages teen drinking? you still have to many variables on family life, the type of peers their around, and where they live.

      I question the parents more in this then movies, have they ever talked about how Movie are fantasy and never to do it it real life.
    • Nikki Rodriguez  •  3 months ago
      aren't we all responsible for our own kids. although i do believe actors, athletes, and music stars should be more careful how they represent themselves because of their young fan base, i think it starts in the home. why are young girls watching sex and the city, or bridesmaids? there are alot of tv and movies specifically made for adults, not kids. parents be responsible for your kids, what they watch and what behavior they are exposed to by the adults around them...
    • Nate  •  3 months ago
      Are you kidding? Of course kids get ideas from media. My 12 year old daughter wears thong underwear because of media. Why? Because people wear thong underwear. Its real life people.
      • Lisa 3 months ago
        Nate--you must have a fetish for thongs because I always see you posting about them. haha.
      • Niki 3 months ago
        I've seen him blame it on the media, her friends, his wife, and on himself. Your kid wears things because you let her. Period. It's called parenting, try it.
      • Sa 3 months ago
        Tell her "NO" if you don't approve of it. She might have GOT the idea from the media but she DOES it because YOU let her. If a child hears a curse word on TV and not knowing any better says it what do you do just blame the media or stop the cursing before it gets worse.
    • Carolyn  •  3 months ago
      #$%$ Most people I know drink because they do. Not because they ar emulating some HollyWood Ho.
    • diane  •  3 months ago
      It is always everybody's fault but the parents who made these kids. I can't help but notice that most of the movies mentioned above are rated R, these are not intended for 10-14 year olds. We cannot edit to world and make it child friendly, just TALK to your kids!
    • Kseniya U  •  3 months ago
      I used to drink, and it wasn't cause of a movie. I did it cause all my other friends were doing it. I tried, got bored, and stopped.
      Everybody's different I guess

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