©1997 San Francisco Chronicle

EDITORIAL Here's Puffing At You Kid

MOVIEGOERS WHO perceive that the stars of the silver screen are dangling
more Marlboros and Camels from their lips even though cigarettes are rarely
to be found among one's own acquaintances would not be wrong.

A University of California at San Francisco study found that the trend of
declining tobacco use in '70s and '80s movies reversed itself in the '90s.
The rate of smoking in movies now is about three times as prevalent as in
comparable groups in society.

Viewers might assume that the reason for the increased puffing is money,
that tobacco companies are paying for socalled ``product placements'' in
movies and TV programs. But both the tobacco and film industries say
cigarette and cigar manufacturers have not paid for such plugs since the
start of this decade.

The increase apparently has more to do with creative decisions by directors
and security for actors, who find a cigarette or cigar a handy prop that
gives them something to do with their hands. But smokefilled rooms hardly
reflect the militantly anti smoking '90s, even if they make sense when the
flick's time frame is earlier, especially the '30s, '40s and '50s.

Citing the strong influence on teenagers of glamorous celluloid characters
who light up, state Senator John Burton, DS.F., the head of the Senate
Judiciary Committee, held a Los Angeles hearing designed to make his case
that stars and entertainment moguls owe it to the public to end the use of
``gratuitous'' smoking in films and television programs. If such a bully
pulpit works to prick the consciences of Hollywood movers and shakers, more
power to Burton. However, he needs to hold to his promise to keep the
government out of the business of film directing and allow Hollywood to do
the right thing on its own. Even though Screen Actors Guild President
Richard Masur says ``a cigarette is the single most expressive tool an
actor can employ,'' he is confident thespians can find substitutes. SAG is
sending information to members about the impact of onscreen smoking on
young people and offering suggestions on realistic portrayals of smoking as
well as alternative choices to smoking.

The entertainment industry can advance good causes simply by portraying
reality, such as the widespread use of car seatbelts. If it better reflects
the current antismoking fervor, it could well save the lives of thousands
of teenagers.