Jump to:

Anne Landman's Collection

ACADEMY AMUSEMENT CORPORATION - D/B/A EDDY S THEATERS - D/B/A ACADEMY TWIN THEATER, 792 BEACON STREET, NEWTON CENTER, MASSACHUSETTS

Date: 22 Jul 1983
Length: 5 pages
680400015-680400019
Jump To Images
snapshot_bw 0000111000

Abstract

In this document, an attorney writes to the owner of a theater in the Boston area on behalf of a couple who took their two young children, ages two and four, to a showing of "Snow White." An ad prior to the movie exhorted moviegoers to purchase KOOL cigarettes:

The commercial contained some suggestive materials and exhorted to children in the audience to 'do their own thing.'...

Further, we have been advised by people in the motion pictgure industry, that the manufacturers of 'Kool' cigarettes pay a certain price for each person who views their advertisements in a theater. We question whether you have informed your advertisers that the majority of the audience to which you have directed their ad are minors."

Fields

Quotes

Dear Sir: Please be advised that this office...represents Kanella Sutton of Chestnut Hill, Massachusetts for herself individually, and as a parent of her minor children. We are writing this letter on behalf of our clients, as well as all other minor children which attend the Academy Twin Theaters in Newton Center, Massachusetts...

...On July 16, 1983, our client, together with her husband and two minor children, ages two and four, purchased tickets for the showing at your theater of "Snow White." Our client was directged to your theater by means of television advertisements and various ads which were placed in the Boston Globe and the Boston Herald. These newspaper advertisements and the advertisements at your theater indicted that the motion picture "Snow White" would commence at 1:50 PM on Saturday afternoon and warranted to my clients and the public at large that said motion picture was suitable for viewing by "general audiences."

At the time that our client purchased tickets for herself and her childre, there was no warning either by the ticket seller or the usher that there would be anything shown to our client and her children which would be unsuitable for general audiences and in fact there was no warning that any cigarette commercials for "Kool" cigarettes or any sex or violent scenes form the James Bond film "Octopussy" would be shown to our client or her children.

At approximately 1:50 PM, our client, together with her husband and her minor children, in complete reliance upon your advertisements, proceeded to the front rows of your theaters with the expectation that all subjects presented on your screen would be suitable for minor childen. Needless to saty, my client was severely distressed when your theater, without any warning whatsoever, cuased to be shown two short subjects which were totally unsuitable for our client's children, both of whom were under the age of six years old.

The first item which appeared on your screen at approximately 1:50 PM on a Saturnday afternoon prior to the shoing of "Snow White" was a commercial advertisement soliciting the members of the audience to purchase "Kool" cigarettes. The commercial contained some suggestive materials and exhorted to children in the audience to "do their own thing."...

Further, we have been advised by people in the motion pictgure industry, that the manufacturers of "Kool" cigarettes pay a certain price for each person who views their advertisements in a theater. We question whether you have informed your advertisers that the majority of the audience to which you have directed their ad are minors.

Company
Brown and Williamson Tobacco Corp.
Author
Sutton, P.H.
Recipient
Amos, L.C.
Lider, E
Region
United States
Type
Letter
Subject
marketing
smoking initiation
youth

Document Images

Text Control

Highlight Text:

OCR Text Alignment:

Image Control

Image Rotation:

Image Size:

Page 1: 0000111000
AC¸ EXHIBIT #I CONF IDENTIAL C
Page 2: 0000111000
• P . Mr. Edward Lider ident iAcademy Amusement Corporation 214 Harvard Avenue " Ailston, Massachusetts 02134 RE: Dear Sir: July 22, 1983 7 Academy Amusement Corporation-d/b/a Eddy's Theaters- d/b/a Academy Twin Theater, 792 Beacon Street, Newton Center, Massachusetts Please be advised that this office and the undersigned "~"$.~ represents Kanella Sutton of Chestnut Hill, Massachusetts for ~ ...... ...,. herself individually, and as parent of her minor children. We ,:., > / -. • 5,,>-~ ..... are writing this letter on behalf of our clients, as well as :.<:i~.~i~,' all other minor children which attend the Acedemy Twin Theaters . ~ in Newton Center, Massachusetts. This letter is written to /~fel you persuant to Massachusetts General Laws, Chapter 93A, Sections iii!!'~i_~;~:i~",~-; 2 and 9. ' ' "_:'":;"~-. ,. Your attention is respectfully directed to certain events ]'!~*"f;ii~which transpired on or before Saturday, July 16, 1983, which ]:i"d~[.~i(;':.events commenced on information or belief on July 15, 1983. "~'"'~-'~<•~' On July 16, 1983, our client, together with her husband . :~:~5 and two minor children, ages two and four, purchased tickets .... ~ ~' ~-. .l " -~--~ ' for the showing at your theater of "Snow White . Our client was directed to your theater by means of television advertisements " and various ads which were placed in the Boston Globe and the Boston Herald. These newspaper advertisements and the ~" advertisements at your theater indicated that the motion picture "Snow White" would commence at 1:50 P.M. on Saturday afternoon and warranted to my clients and to the public at large that said motion picture was suitable for viewing by "general audiences." At the time that our client purchased tickets for herself and her children, there was no warning either by the ticket seller or the usher that there would be anything shown to our
Page 3: 0000111000
zlj Mr. Edward W. Lider '.July 22, 1983 Page Two client and her children which would be unsuitable for general audiences and in fact there was no warning that any cigarette commercials for "Kool" cigarettes or any sex or violent scenes from the James Bond film "Octopussy" would be shown to our client or her children. At approximately 1:50 P.M., our client together with her husband and her minor children, in complete reliance upon your advertisements, proceeded to the front rows of your theater with the expectation that all subjects presented on your screen would be suitable for minor children. Needless to say, my client was severely distressed when your theater, without any warning whatsoever, caused to'be shown two short subjects which were totally unsuitable for our client's children, both of whom were under the age of six years old. The first item which appeared upon your screen at approximately 1:50 P.M. on a Saturday afternoon prior to the showing of "Snow White" was a commercial advertisement soliciting the members of the audience to purchase and smoke "Kool" cigarettes. The commercial contained some suggestive materials and exorted the children in the audience to "do their own thing". The second short subject before "Snow White" was a preview of the James Bond movie, which depicted Mr. Bond engaged in a romantic escapade, a machine gun fight, almost being decapitated with the blade of a rotary saw, as well as showing a woman partially disrobing. Obviously, such a preview has no place at a Saturday matinee showing of "Snow White" Further, we have been advised by people in the motion picture industry, that the manufacturers of "Kool" cigarettes pay a certain price for each person who views their advertisement in a theater. We question whether you have informed your advertisers that the majority of the audience to which you have directed their ad are minors. We believe that your exhibition of the commercial cigarette advertisement and the James Bond preview at a Saturday matinee production of "Snow White" without suitable warnings to your viewers that you intended to "pander" such explicit scenes of sex, violence, and inducements for cigarette smoking which has been determined to be dangerous to the health of children, constitute unfair and deceptive acts or practices pursuant to Massachusetts General Law Chapter 93A, and a breach of your warranty that all subjects shown at that matinee would be suitable for general audiences. C
Page 4: 0000111000
J r-- jjl Mr. Edward W. Li July 22, 1983 • Page Three RIE~[ER ~ HRAUN~T~I.~~ Further, we feel that your directing a cigarette commercial to a audience consisting of a majority of minor children constitutes an unfair or deceptive practice with respect to your advertisers pursuant to general law Chapter 93A, which advertisers obviously must have paid you to direct those advertisements to adults. Accordingly, demand is specifically made upon you for the following relief: I. That your theather immediately cease and desist from showing any cigarette commercials at times when it is reasonable to assume that the audience will consist of minor children; 2. To cease and desist from showing previews which depict sex and violence at time when it is reasonable to assume that the audience consists of minor children; 3. That all short subjects which are to be shown at your theater at anytime in connection with a motion picture be advertised in a conspicuous place either at the theater or in a newspaper so that parents of minor children will have the opportunity of determining whether or not they wish their children to be subjected to said short subjects; 4. That you notify the manufacturers of "Kool" cigarettes which is Brown & Williamson Tobacco Corporation of Louisville, Kentucky 40232, that you have been directing the advertisement of their product to minor children; and 5. That you refrain from showing any such short subjects of any kind during the presentation of any "G" rated motions pictures without specific warnings posted at your theater as to the specific type of content of these short subjects. Pursuant to General Law Chapter 93A, you have 30 days within which to respond to this letter with a reasonable offer of compromise. Failure to respond with a reasonable offer or compromise within 30 days, will subject you to the possibility of triple damages and attorney's fees. We sincerely hope that you will recognize the seriousness of the subliminal effect of showing cigarette commercials to minor children as well as the subliminal effect of exposing minor children to the sex and violence of a James Bond film preview. We would hope that as a motion picture theater president with
Page 5: 0000111000
Mr. Edward W. Lider ',July 22, 1983 Page Four HIE~IER & ~RAITA'ST~LN" an obligation to the community, you would voluntarily cease and desist from attempting to derive additional profit by saturating our young children with cigarette advertisements. t I' PHS:klk cc: Larry Amos, Esquire/ Brown & Williamson Tobacco Corporation Legal Department P.O. Box 35090 Louisville, Kentucky 40232 Mr. Carlton Merril Board of Licensing Commissioners Newton City Hall Newton, Massachusetts 02159 Mr. Charles E. Good Walt Disney Corporation President and General Sales Manager 350 South Buena Vista Street Burbank, California 91521

Text Control

Highlight Text:

OCR Text Alignment:

Image Control

Image Rotation:

Image Size: