Smoking in Films

In July 2007, Disney undertook a leadership position on the issue of smoking in the movies to U.S. Representative Edward J. Markey (D-MA), Chairman of the House Telecommunications and the Internet Subcommittee to discourage depictions of cigarette smoking in its films directed at children. We stated that we expected depictions of cigarette smoking in future Disney branded films to be nonexistent. Further, we pledged to place an anti-smoking Public Service Announcement (PSA) on DVDs of any future film that does depict cigarette smoking and to work with theater owners to encourage the exhibition of an anti-smoking PSA before the theatrical exhibition of any such film. This year to date, Disney has placed PSAs on eight home entertainment titles, resulting in nearly 75 million viewings.

In 2008, we strengthened our commitment by instituting a formal policy to prohibit cigarette product placement or promotion for any movie we produce under the Disney label. We also reinforced our internal management systems related to this issue. Disney instituted procedures for monitoring of smoking depictions in movies for which it is the sole or lead producer and which it distributes under the Disney and Touchstone labels or which are produced by the Miramax Company.

For movies for which a Disney entity�is the sole or lead producer and which�are�released either as a Touchstone movie or�Miramax movie, we take our responsibility very seriously and seek to limit cigarette smoking in films that are not rated R to scenes in which smoking is part of the historical, biographical or cultural context of the scene or is important to the character or scene from a factual or creative standpoint, or where cigarette smoking is portrayed in an unfavorable light or the negative consequences of smoking are emphasized.

Disney will also seek to include provisions in distribution agreements for films produced in the United States and for which principal photography has not begun at the time of the agreement advising filmmakers that it discourages depictions of cigarette smoking in films that are not rated R. For other movies we distribute that are not rated R, we seek to discourage depiction of cigarette smoking where we believe it is appropriate and practical to do so.

We review smoking depictions in all movies distributed by Disney and Miramax and we look forward to publishing the results of such reviews in the future.

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