The Entertainment Industry Foundation (EIF), the Motion Picture Association
of America (MPAA) and the Alliance of Motion Picture and Television Producers (AMPTP)
today announced that MPAA and AMPTP have joined Hollywood Unfiltered, an entertainment
industry-led initiative to educate and raise awareness within the industry of the public health
consequences of depicting smoking in movies and television.

Hollywood Unfiltered is a voluntary effort aimed at educating members of the entertainment
industry about how on-screen smoking impacts young people, while encouraging the industry to
take action to reduce the glamorization of smoking in their creative work.

“When we look back 10 years from now, this will be a defining moment,” said Lisa Paulsen, who
as President and CEO of the Entertainment Industry Foundation, spearheaded the creation of the
coalition, which also includes Picture Quitting, an EIF smoking cessation clinical program
created in partnership with the Motion Picture & Television Fund with support from the Motion
Picture Industry Pension & Health Plan, the nation’s first industry-led comprehensive smoking
cessation program. “With the leadership of the Directors Guild of America, the Screen Actors
Guild, the International Alliance of Theatrical Stage Employees and now MPAA and AMPTP,
this is truly an industry-wide effort. We have an extraordinary opportunity to harness the
creativity and responsibility of this industry to make a very real contribution to public health.”

MPAA Chairman and CEO Dan Glickman said: “This is an issue that touches virtually every
American on a personal level. Particularly in my generation, each of us has lost loved ones to
smoking. So many filmmakers already are bringing their unique creative visions to this
challenge, whether it’s the fact that you won’t find smoking in The Devil Wears Prada or
Superman repeatedly blowing out Lois Lane’s cigarette in Superman Returns. The choice
remains wholly with the creators. Our objective is to share the public health information and to
encourage filmmakers to do what they do best, which is to be creative, to connect with their
audience and to carry on—each in their own way—this industry’s proud tradition of social
responsibility.”

Glickman credited both the Entertainment Industry Foundation and the Directors Guild for their
early leadership. To date, the Foundation and its many partners have already invested millions of
dollars in Hollywood Unfiltered and Picture Quitting. In the past 18 months, their
accomplishments include: 1) Expanding Picture Quitting from a pilot program to a
comprehensive smoking cessation program, offering counseling, medication and ongoing support
services, now available to 100,000 members of the entertainment industry. The success rates of
Picture Quitting are more than twice the national average for smoking cessation programs; 2) The
group produced a national public service announcement featuring legendary Hollywood
photographer Phil Stern, a former smoker, who now suffers from emphysema, and acclaimed
movie director Brett Ratner to urge a new generation to seek out the facts about smoking and
encourage smokers to get help if they want to quit; 3) Educational materials have been distributed
throughout the entertainment community raising awareness about the ways they can make a
difference.

Glickman specifically cited producer Lindsay Doran and directors Rob Reiner, Michael Apted,
Taylor Hackford, Steven Soderbergh, and LeVar Burton who have long practiced and promoted
Hollywood Unfiltered’s principles. He also emphasized that no MPAA studio accepts money for
tobacco-related product placement. “We had a ratings announcement this week that puts more
information into the hands of parents and sends a message that we’re going to be careful in the
rating of films not to glorify smoking in front of our kids. This is a next step that gives everyone
in the industry the opportunity to play a more active role. The MPAA is proud to stand with the
Entertainment Industry Foundation, the directors and other creative guilds and the AMPTP in
promoting these efforts.”