© 2003 BMJ Publishing Group
News analysis
Sri Lanka: film’s big puff for smoking
International Agency on Tobacco and Health, Tavistock House, Tavistock Square, London WC1H 9LG, UK, Tel: +44 (0)20 7387 9898, Fax: +44 (0)20 7387 9841Email: ds@iath.org
| The first 150 words of the full text of this article appear below. |
Product placement of cigarettes in movies is nothing new, though for a time, following the publication of hard evidence of tobacco companies’ efforts to get their cigarettes into popular movies in the hands of young people’s screen idols, there was a temporary reduction in this insidious form of promotion. It has crept back again, of course, if with a little more subtlety than before. In Sri Lanka, though, an extraordinarily overt promotion of smoking was a major and continuing theme in a recent box office success, whose Sinhala name Thani thatuven piyabana translates as Flying with one wing.
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The main character in the film is a woman who lives the life of a man. "He" smokes throughout the film, saying that smoking is one of the characteristics of masculinity. Other scenes seem to have the express purpose
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