Anne Landman's Collection
Movie placement of cigarettes
Abstract
In this letter found in Philip Morris' (PM) files, Hubert Nelson of 20th Century-Fox's "Product Placmement" department offers Frank Saunders (Vice President of Corporate Relations and Communications at Philip Morris) an opportunity to for "guaranteed placment" of Philip Morris brand cigarettes in four feature films a year for the sum of $100,000.
The letter shows that the movie company actively sought such placement.
Mr. Nelson writes,
"Twentieth Century-Fox would like to enter into an 18-month agreement that would offer Philip Morris a unique, publicity opportunity in our feature films. We would guarantee you product placement in the final version of four feature films during the 18-month period. We would offer your products exclusivity for the period of the contract...The cost for the guaranteed placement of Philip Morris cigarettes in four major motion pictures produced by Twentieth Century-Fox would be $100,000."
Thus movie makers recognized the monetary value of placing tobacco products in their movies and actively pursued such placement. In a January 9, 1984 internal PM memo, Mr. Saunders writes to James Bowling (Senior VP of PM) that "20th Century has created a new merchandising division which is selling product placement in Fox films." [Bates No. 2021280499]
In a memo produced right after a meeting with 20th Century Fox, Saunders writes to Bowling saying "Met with Hugh Nelson of 20th Century Fox on Wednesday morning...He discussed what 20th Century Fox can do for Philip Morris regarding product placement of cigarettes in motion pictures they produce. I asked him to write the specifics of the offer to me..." [Bates No. 20212804494]
Thus these 1984 documents reveal that complicity in promoting smoking in the movies existed between the movie industry and the tobacco industry, despite the fact that by that time (1984) the U.S. Surgeon General's office had issued fully seventeen (17) separate reports describing the health harms caused by tobacco use.
Fields
- Quotes
Mr. Frank A. Saunders Staff Vice President Corporate Relations and Commutations Philip Morris Incorporated 120 Park Avenue New York, N.Y. 10017
...It was a pleasure to have met you last Wednesday. As we have discussed, Twentieth Century-Fox would like to enter into an agreement with Philip Morris for product placement of cigarettes in major motion pictures produced by us.
Twentieth Century-Fox would like to enter into an l8-month agreement that would offer Philip Morris a unique, publicity opportunity in our feature films. We would guarantee you product placement in the final version of four feature films during the 18-month period. We would offer your products exclusivity for the period of the contract. You would have script approval for the placement of your product...
...The cost for the guaranteed placement of Philip Morris cigarettes in four major motion pictures produced by Twentieth Century-Fox would be $100,000.
According to the Motion Picture Association of America, Inc. (MPAA), movie admissions for the first seven months of 1983 were 745.7 million, up 20.5 million over the same period last year. Based on a moving annual trend, it is projected that admissions for 1983 will be 1.2 billion... These figures are for U.S. releases and do not reflect theatre admissions in the rest of the world....
...I look forward to further discussing this unique opportunity with you, for our Product Placement Program can assist Philip Morris in achieving its marketing objectives.
Sincerely,
Hugh A. Nelson Product Services
- Company
- Philip Morris
- Author
- Nelson, Hubert A. (20th Century Fox Product Placement Services c. 1984)Solicited product placement contracts for cigarettes and other products for department at 20th Century Fox created just to market such placement.
- Recipient
- Saunders, Frank A. (Director of Corp. Relations PMUSA, 1977)Staff Vice President of Corporate Relations & Communications, Philip Morris U.S.A., 1984 (information gleaned from various letterhead)
- Region
- United States
- Type
- LETT, LETTER
- Litigation
- Stmn/Produced
- Named Person
- Saunders, F.A.
- Operation/Project
- Smoking in the movies
- Product placement
- Social Acceptability
Industry efforts to counteract the decline in social acceptability of smoking worldwide. - Product placement
- Named Organization
- 20th Century Fox Licensing
- Motion Picture Assn of America
- Subject
- promotional campaign
- promotions
- Movies (Tobacco in the movies)
- promotions
Document Images
