Call Made To Reduce Alcohol In Film

Research has revealed that use of alcohol in film may boost youth drinking and calls have been made to limit the amount of alcohol in films.
According to a new study alcohol in movies is having a negative social impact: it's prompting young people to drink.
The study of more than 6,500 young people between ages 10 and 14 compared media and marketing to family factors that may influence drinking. It found study subjects who watched a lot of movies featuring alcohol were twice as likely to start drinking, compared with peers who watched relatively few such films.
Published in the British Medical Journal the study researchers suggest that filmmakers should consider limiting the use of alcohol in movies.
Indeed the Oscar-nominated Bridesmaids and films like The Hangover and others featuring partying and drinking may be Hollywood money makers but it is claimed they are having a negative impact on young viewers.
Product placement is also criticised with researchers claiming that drinking is portrayed mostly positively. It notes that alcohol use or brands are depicted in 80 to 90 % of movies.
(LB)