A Study On The Depiction of Drug Usage, Alcohol Consumption and Cigarette Smoking in Movies and Its Perceived Effect On A Young Audience PDF

University of South Florida
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Graduate Theses and Dissertations Graduate School
January 2013
A study on the depiction of drug usage, alcohol

consumption and cigarette smoking in movies and
its perceived effect on a young audience. A
comparative study of American and Indian cinema
and their respective Audiences.
Zain Farook Merchant
University of South Florida, zain@mail.usf.edu
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Merchant, Zain Farook, "A study on the depiction of drug usage, alcohol consumption and cigarette smoking in movies and its
perceived effect on a young audience. A comparative study of American and Indian cinema and their respective Audiences." (2013).
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A Study on the Depiction of Drug Usage, Alcohol Consumption and Cigarette Smoking in
Movies and its Perceived Effect on a Young Audience. A Comparative Study of American and
Indian Cinema and their Respective Audiences.
by
Zain Merchant
A thesis proposal submitted in fulfillment

of the requirements for the degree of
Master of Arts
Department of Mass Communications
College of Arts and Sciences
University of South Florida
Major Professor: Roxanne Watson, Ph.D.

Justin Brown, Ph.D.
Scott Liu, Ph.D.
Date of Approval:
November 7th, 2013

Keywords: Addiction, drinking, youth, influence, censorship, restriction
Copyright 2013, Zain Merchant

TABLE OF CONTENTS
List of Tables .................................................................................................................................. ii
Abstract ......................................................................................................................................... iii
Introduction ................................................................................................................................... 1
Theory ........................................................................................................................................... 5
Literature Review ........................................................................................................................ 12
Research Question ...................................................................................................................... 24
Methodology ............................................................................................................................... 25
Results .......................................................................................................................................... 29
Focus Group 1 .................................................................................................................. 29
Focus Group 2 .................................................................................................................. 34
Focus Group 3 .................................................................................................................. 39
Focus Group 4 .................................................................................................................. 43
Focus Group 5 .................................................................................................................. 48
Discussion and Analysis .............................................................................................................. 53
Conclusion ................................................................................................................................... 66
Limitations ................................................................................................................................... 72
References ................................................................................................................................... 73
Appendices .................................................................................................................................... 77
Appendix A: Emergent Themes from Focus Groups ...................................................... 77
Appendix B: Focus Group Transcripts ........................................................................... 88
Focus Group 1 Transcript .................................................................................... 88
Focus Group 2 Transcript .................................................................................. 144
Appendix C: Certificate of IRB Approval ..................................................................... 288
i
LIST OF TABLES
Table 1: Results from Focus Group 1 ...................................................................................... 30
Table 6: Emergent Themes from Focus Groups Tables........................................................... 77
Table 7: Emergent Themes from Focus Groups Group 1 ..................................................... 79
ii
ABSTRACT
This study analyzes the depiction of drug usage, cigarette smoking and alcohol consumption in
movies in terms of character stereotyping and typecasting. Because movies are focused on
making money they are being used as marketing tools by alcohol and cigarette conglomerates
(Grube, 2004). The study also explores youth perception of such content and tries to determine
the behavioral implications or influence of such content on young children. The goal of this
research is to analyze the social cognitive influence of movies on the youth and the effects of
censorship in movies today. The research compares this effect in the two largest movie markets
the American market (Hollywood) and the Indian market (Bollywood) and the effect of these
depictions on the youth to see whether this issue warrants a global understanding and awareness.
The aim of this study is to understand the nature of the movie markets and the depiction of such
content in movies. It analyses the issue solely from the perspective of a youth audience to better
understand how the youth today perceive movies and to see if depiction of cigarette smoking,
alcohol consumption and drug usage has a positive or negative effect on the youth audience. A
part of the analysis of the study is to also better understand censorship techniques employed for
both movie markets to see if they are effective or need to be improved upon. Finally the study
asks the question of social responsibility and whether movies and movie stars have a
responsibility to maintain higher censorship standards or they are merely depiction art through
the medium and should not be held accountable for their depictions on screen.
iii
INTRODUCTION
Movies are the lifeblood of the entertainment industry today. They account for billions of dollars
in global revenues annually (Mclintock, 2012). Movies today, have become a popular medium
for mass communication. They have transcended from being just superfluous tools in
entertainment to something more concrete in the last three to four decades. Movies have a greater
impact on audiences, who relate emotionally to the characters and their actions and are affected
by the character portrayals of the actors in these movies. Movies may have an influence in small
ways in our daily lives. They influence our fashion, the food we eat, and the way we talk (Ferla,
2010). Movies over time have also been approaching more realistic themes and depict reality
with a stark realism that shows characters doing drugs and smoking cigarettes in very real
scenarios. The influence of these types of content often occur as unconscious affectations in our
personalities as a result of the particular genre or characters we watch (Wong, 2012). Movies
range from small-scale political dramas that are script heavy character studies, to the bigger
blockbuster fares with explosions and alien robot races and everything in between. And all these
movies have deep influences on their audiences (Norman Lear Center, 2012). For example,
George Lucass Star Wars saga has had a serious and enduring influence on multitudes of
moviegoers over the years (Corliss, 2002). Star Wars became part of youth lifestyle. Kids bought
Star Wars merchandise and accessories. The new trends of Superhero movies have had similar
effects. These movies are cash cows for studios that keep churning them out at a rapid pace with
greater emphasis on violence and high-octane action and they are getting bolder in their pursuit
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of higher revenues (Coats, 2002). Some famous actors convincingly depict characters who are
drug junkies and alcoholics, who suffer great mental turmoil, which they overcome by the end of
the movie. In the movie Max Payne the lead is a pill popping, alcohol swigging, and cigarette-
smoking hero who overcomes great odds to beat the bad guys (Vehvoda, 2008). Actors are
lauded and praised and even given awards for portrayals such as this.
The Heineken ad campaign was sponsored by the James Bond movie franchise.
Heineken is promoting the consumption of alcohol by showing a veteran actor in an iconic role
drinking the beverage. Marlboro advertisers have used similar product placement in the film,
The Departed (Sargent et. al., 2001). This product placement detracts from the main purpose of
movies.
In India, wide audiences ranging across a broad demographic from the youth to the
seniors, the poor to the rich and from the illiterate populous to the literate cosmopolitan minority
watch Bollywood movies. Indian movies, like their Hollywood counterparts, have a great
influence on audience perspective and are increasingly used as tools by companies to sell their
products. Because alcohol advertising is banned in India (Mary, 2007), the companies
manufacturing alcohol have to be creative in marketing their products. They can do that by
creating and marketing surrogate products like music CDs or mineral water etc. Another way for
them to advertise their product is to place it conveniently in a movie. A study conducted in Delhi
for the World Congress of Cardiology found that 10% of the students aged between 12-16 years
surveyed had already tried alcohol (World Health Federation, 2012). But students who had been
most exposed to alcohol use in Bollywood movies were found to be 2.78 times more likely to
have tried alcohol as compared with those who were least exposed (World Health Federation,
2012). Dr G.P. Nazar from HRIDAY a youth health organization said, "While alcohol
2
advertising is banned in all Indian media and scenes that justify or glorify drinking are not
allowed in Bollywood films, there is no dedicated health legislation that prohibits the depiction
of alcohol in these films and there is a clear need for an immediate alcohol control
policy," (World Health Federation, 2012).
Another important factor in Indian cinema is influence. As a growing industry, the Indian
cinema looks at other movie markets for influence. They look at films from the United States and
Britain for inspiration and incorporate these influences within their own cinema. The result is
that today Indian films are depicting more realistic issues and scenarios and are becoming bolder
with their creative licenses. While this does help the industry grow and the quality improve, it
may also have a negative repercussion. Indian movies like Gangs of Wasseypur and Dev D
include a realistic depiction of drug usage and characters who smoke and drink. The popular
Hollywood films by directors like Tarantino and Guy Ritchie inspire these movies (AFP, 2012).
With such influences permeating Indian cinema the question arises about the validity for
depicting such content in Bollywood movies. Are Indian filmmakers expressing creative
freedoms and using these depictions to create organic films that depict a realism that constitutes
art and literature similar to books, plays and paintings in India or are they merely emulating the
depictions of Hollywood cinema to fill more seats in the theatres without questioning the
relevance of the content to the cinema. The answer may lie somewhere in the middle as Indian
cinema continues to grow. Some filmmakers like Anurag Kahyap, use the influence of
Hollywood to hone their own filmmaking skills and use it to explore more creative and realistic
avenues within Indian cinema while other directors, who produce more mainstream films, use
these devices as gimmicky techniques to add a cheap laugh or solve an inherent character issue
by merely giving the character a drinking problem. It is a problem that can be found in American
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cinema as well with there being a clear divide in the way these activities get depicted in these
movie markets. The question that gets asked a lot with such depiction is whether or not movies
are art and a form of expression and should have all the creative freedom and liberties to explore
the intricacies of human life and depict it through the medium of film
Movies are supposed to be mainly for the entertainment and enjoyment of audiences.
They are a form of art and expression and are supposed to move the audiences in emotional
ways. But sometimes movie producers go a step too far and, then the movies may need to be
censored. This study aims at analyzing the effect the depiction of cigarette smoking; alcohol
consumption and drug usage in both Hollywood and Bollywood films has on the audience. It
compares the two movie markets to see the similarities and differences in the depictions of these
stereotypes in both movie markets. It analyzes the industrys sensationalization of a topic by
making the lead character a drug addict in order to sell his emotional turmoil. It also focuses on
the issue as something global and tries to understand whether and how the youth today are being
manipulated by the sensationalization of addiction and substance abuse. The study raises the
questions of censorship and its effectiveness about analyzing the issue from the perspective of
the youth audience. These depictions in movies determine whether such depiction in movies has
had an effect on their personal lives. It also looks at the role and responsibility of the parents of
young children, the government and the industry in monitoring this content this content and its
availability to the youth today.
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THEORY
Sometimes movies can be powerful tools of persuasion and can lead to the formation of opinions
within the audiences mind (Ferla, 2010). These opinions may not always be accurate because
movie producers take great dramatic liberties in telling their stories. The first theory relevant to
this study is the Social Cognitive Theory. According to Bandura (1986), an individual's
knowledge acquisition can be directly related to observing others within the context of social
interactions, experiences, and outside media influences. (Bandura, 1986. P. 63) By that
definition, observational learning and retention are key factors in shaping the behaviors of
people. This includes content seen in movies. Leyens and Camino (1975) examined the effects
of movie violence on aggression in a field setting to determine whether there was a social
cognitive effect in watching movies (Leyens, Camino, 1975). In the study one group of people
was exposed to violent and aggressive movies and another group only saw neutral content.
Researchers found that there was a definite increase in physical and verbal aggression in the
group that was shown violent content. Social cognitive theory supports the argument that the
content in movies might have an effect on the behaviors of individuals.
Another study exploring factors affecting adolescent alcohol initiation decision (Camp,
2007) found of social cognitive theory relevant in influencing adolescents to pick up drinking.
The study which involved children between the age of 11-14, found that, adolescent alcohol use
or initiation may be influenced by a number of contributing factors including parenting, family,
siblings, gender, socioeconomic factors, living environment, and other factors including a
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combination of the above (Camp, 2007, p.3). This study is relevant in showing how malleable
the mind of the youth is and how easily any factor can influence their decision. Camp (2007) also
justifies the validity of censoring media and content in media that is accessible by children until
they are ready to process the information clearly and make an educated decision.
Cin et.al. (2009) used social cognitive theory to investigate the psychological processes
that underlie the relationship between exposures to alcohol use in media and adolescent alcohol
use (Cin, et.al., 2009). The study analyzed the expectation and willingness to use alcohol
amongst peer groups in order to address whether movies have an effect on adolescent alcohol
use. The researchers found that these factors were mediators of a strong relationship between
movie alcohol exposure or scenes depicting alcohol usage in movies and alcohol consumption.
They found that despite a significant influence of movie alcohol exposure on descriptive norms
about alcohol use, we detected no subsequent influence of norms on willingness to drink or
drinking behavior, suggesting that perceptions about the behavior of one's friends are more
influential. The study suggests that other elements like family and peer groups have a stronger
impact on the decision to use alcohol than content in movies (Cin et.al., 2009). However while
this study though indicates that movies are not necessarily the main factor influencing the youth
decision, it acknowledges that they still have an effect and contribute to the decision making
process. It also found that even in rated G movies and PG 13 movies, easily accessed by
children, the depiction of alcohol consumption was often prevalent in a large number of films
(Cin, et.al. 2009).
Another theory relevant to this study is persuasion, specifically the elaboration likelihood
model of persuasion. The elaboration likelihood model (ELM) of persuasion is a dual process
theory of how attitudes are formed and changed (Petty & Cacioppo, 1986). The model proposes
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an "elaboration continuum," that determines the extent to which arguments are processed and
evaluated (high elaboration) versus peripheral cues such as source expertise or attractiveness
(low elaboration) shape persuasion. This model holds that persuasion can occur either when
thinking is central or peripheral. The central model requires the audience to pay attention and
give thought to the content. Under these conditions, a person's unique cognitive responses to
the message determine the persuasive outcome. On the other hand, peripheral persuasion is a
mental shortcut process that causes viewers to accept or reject a message based on irrelevant
cues as opposed to actively thinking about the issue (Petty & Cacioppo, 1986). The peripheral
route is the process by which outside influences affect the decision-making process. Some of
the common images seen in movies that may influence audiences and especially younger
audiences are smoking, alcohol abuse, unsafe sex and violence. Max Payne, Scarface, and
The Salton Sea are popular examples of movies that depict such content with no negative
effects.
A study conducted by the University of South California looked at the implications of the
Elaboration Likelihood Model of persuasion and mass media attitude change (Petty Et.al, 2009).
It found that one of the most important determinants of motivation is the perceived relevance of
the message. It also found that the central route of persuasion is more often responsible for
long-term changes in behavior brought about by exposure to mass media messages. Another
study looked at how entertainment can affect beliefs and attitudes (Slater, Rouner, 2002). It
found that the influence depends on the individuals readiness to change. The study, which
focused on efforts to persuade viewers about social values and social issues, found that beliefs
and behavioral changes were clearly associated with viewers of education-entertainment. The
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research analyzed ads where actors talked about socially relevant issues to see the effect it
would have on the audiences perception (Slater, Rouner, 2002)
Movie producers dont intentionally set out to persuade audiences, and in most cases
movies may have no effect as the audience may perceive movies as they are intended, for pure
entertainment purposes (Hilton, 2006). However, sometimes there is an unintended effect.
Sometimes the characters depicted by the actors in the movies influence audience members. The
audience, especially a young audience is influenced by the way the character is dressed or
behaves and tries to emulate it in real life. There are also statistics that support the theory that
movies have an effect on audience cognition. Dalton (2003) found that teenagers are
significantly more likely to start smoking if they watch movies featuring leading characters who
smoke cigarettes. Another study found that over the past six years more than half of the movies
geared toward children feature characters smoking (AMA, 2008). In more than a quarter of the
movies, actors light up cigars (AMA, 2008).
The third theory relevant to this study, though based in research focused on television
media, is Cultivation Theory. Cultivation Theory stipulates that the more time people spend
living in the television world or, in this case, the movie world, the more likely they are to believe
the social reality portrayed in the movies (Weimann, 2000). The premise of this theory when
applied to the study is that watching a lot of content that contains depictions of cigarette smoking
or alcoholism may lead the audience to relate that to reality and to perceive smoking, drug use
and alcoholism as normal behavior (Weimann, 2000). Abbott and Jermyn (2009) found that in
Indian romantic films, romance is portrayed within a sanitary unproblematic environment where
love and romance are a pure and perfect journey of internalization a person endures to obtain
love. Gunasekera and Chapman (2005) found that 98% of movies with sex scenes make no
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mention of safe sex. Another study found that, By glamorizing certain social aspects of reality,
the media contributes largely to attitude change among adolescent viewers (Perse, 1986). The
highly stylized themes of Cigarette smoking, alcohol consumption and drug usage and repition of
these themes and its possible effect on a young audience makes cultivation theory relevant to this
study.
Cultivation theory is relevant to this study because it goes hand in hand with another
theory relevant to this study, stereotyping (McGarthy Et Al., 2002). A stereotype is a rigid and
inflexible image of the characteristics of a group. People who stereotype attribute these
characteristics to all individuals belonging to that group. Movies have played a pivotal role in
the development of racial/ethnic cognitions. While some movies may depict race and ethnicity
in a favorable light, in general, movies do create and recreate stereotypes (Gerbner et.al., 1979).
Stereotyping goes beyond ethnicity and race and runs the gamut of age, financial status and a
host of other brackets of people. In movies depicting drug usage, such as Four Brothers or
Half Baked, the drug dealer is a foul-mouthed African American. Negative depictions of
Arabs or Russians as the bad guys, in the films such as, Traitor, may also lead to alienation
and discrimination of these groups. Similarly, some movies like Super Bad, depict young kids
still in high school doing drugs, with no negative consequences to their actions. While these are
fictional stories that should not be taken seriously, when young children, who are the
predominant movie watchers, view movies, such as Dazed and Confused and Superbad, they
might take away the wrong message from these movies. The same can be said about Indian
youth, who watch films like Delhi Belly, and Gangs of Wasseypur, which are similar in
tone and content to their Hollywood counterparts.
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These theories in no way posit a direct positive correlation between content in movies and
peoples attitudes and behavior. On the contrary, some studies actually found a negative
relationship between exposure to usage of drugs and violence in movies and real life behavior.
The well-known movie, Requiem for a Dream, includes several scenes depicting drug usage
and graphically depicts the process of injecting heroin into ones system. However the movie
also shows the effects of the drugs on the characters. At the end of the movie the lead actor
loses his arm because an infection caused by reusing syringes and sharing them with other
junkies. This might dissuade youngsters from using hard drugs. This shows that there is a clear
divide in the depiction of these activities in both Indian and American cinema. With movies
approaching the status of being compared to books and plays and paintings, seen as approaching
the threshold of creative art, movies now depict these activities with an organic realism that
justifies their usage and could influence young audiences in decision-making. Other movies
include drug usage and activities as gimmicks. Movies like This is the End and Bling Ring
also include portrayals of doing drugs, but their inclusion doesnt affect the plot at all and only
depicts young people doing drugs and smoking. When young audience members see these
movies they may be affected by the depiction of cigarette smoking, alcoholism, and drug usage.
Social cognition, persuasion and cultivation theories are just tools used by researchers to create
a concrete analysis of the topic. The main questions arising from these theories are
1) How does viewing stereotypical images in the movies affect audience perception
and behaviors?
2) Are young audiences being persuaded by movies depicting cigarette smoking,
drug usage and alcohol consumption?
3) And if so, is the persuasion long term or short term, subliminal or more direct?
10
4) What are the psychological implications for a young audience of depicting
cigarette smoking, drug usage and alcohol consumption in?
11
LITERATURE REVIEW
Many studies have analyzed the use of stereotypes in movies. In a study, aptly titled, Addiction,
Stigma and Movies, the author identifies through his results the prevalence of four main
character stereotypes in movies with alcohol and drug use, the tragic hero, the demonized user,
the rebellious free spirit and the comedic user (Cape, 2003). Cape (2003) also found that these
are the main characters that audiences identity with. The tragic hero who overcomes his demons
and personal losses to save the day, the free spirit who doesnt care about the world and just
wants to have a good time, and the comedic drunk who uses his drunken swagger for slapstick
humor are all archetypes who show alcohol and drug use in a positive light as either an escape
from pain or just an aid to a good time (Cape, 2003).
Cape (2003) concludes that films are a Cultural Reservoir and that they directly and
indirectly influence the things we take for granted in society and our cultural norms. The study
focused on the theory of stereotyping and type casting of the characters who are alcoholics and
drug users in movies and concluded that movies as a medium for mass communication have a
powerful influence on how the public regards the use of drugs and alcohol. The author also
mentions that there is a scarcity of depictions of stories where these characters are trying to
recover from their vices. One important area in the treatment of substance use problems which
is conspicuous by its absence is harm reduction (Cape, 2003). Thus, movies with a few
exceptions rarely show the negative impact of these vices, which would help in discouraging
audiences from being influenced by them.
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Similar to the Cape study, many research articles in India have found a new growing
trend in Indian movies, the feminine drunk who Chronicles movies in the last decade showing
this trend of female actors portraying a drunk character in a scene or scenes in movies. The
problem is that this depiction is being used to portray the independence and freedom of women.
The stereotype is used poorly to depict the modern Indian woman and shows her in a negative
light by depicting her as drunk and not in control of her senses. A study done by rediff.com
(2010), lists the movies and the female actors who depicted this stereotype in movies over the
last decade. The article shows movies like Break ke Baad, Kaminey, 3 Idiots and others
which are all predominant youth centric Indian movies where youth icon female actors like
Deepika Padukone and Kareena Kapoor are shown as docile Indian characters, who have to get
drunk to release the shackles of Indian Domesticity and become modern women.
Datta (2012) explored the correlation of exposure to depictions of drinking and
alcoholism amongst Indian youth. The article analyzed the effects of such depictions in Indian
Cinema on the Indian youth and found that people who watched such content at a young age
were three times more likely to pick up drinking in real life. The article analyzed other avenues
like peer pressure and stress and found that they were also contributing factors in the incidence
of youth drinking which could not be blamed on one single cause. Datta (2012) also found that
Underage drinking and access to liquor from shops and at bars in India is also common and an
added factor in youth drinking.
Another study focused on youth exposure to alcohol usage and the appearance of brands
in popular contemporary movies (Cin Et.al, 2008). The study was a content analysis of the top 10
box office movies between the year 1998 and 2002 as well as 34 movies produced, beginning in
2003. 6544 children aged between 10-14 participated in this study. The study found that most
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movies, (83%) showed alcohol consumption and more than (56%) of those movies were rated
PG/G. 52% of the movies had at least one alcoholic brand appearance. The study concluded that
the use of alcohol and specific alcoholic brands are frequent in American movies most of which
have been rated as appropriate for children under the age of 13. This study indicates that there is
a frequent depiction of alcohol in American movies and most of this content is easily assessable
to children who are extremely impressionable.
A study by Ross Et.al (2013) found that early exposure to sex and alcohol content from
movies had both specific and general effects on later risk-taking by adolescent participant.
However, gender differences were evident: for men, sexual exposure was a stronger predictor
than alcohol exposure, but for women, only alcohol exposure predicted later risk behavior. This
study again validates the fact that young kids are easily influenced and can be affected by
depictions from an early age. Though sexually explicit content is generally censored to protect
children, exposure to alcohol, drugs and cigarettes as it may also have long-term effects on the
kids.
In a content analysis, Shapiro (2002) looked at the portrayal of drug use particularly
cocaine throughout the history of cinema between World War I and 2002. Once again the
depictions ranged from a serious scenario to a more comical one like a Charlie Chaplin movie.
The period prior to World War II saw cocaine use portrayed both in comic situations and in so-
called exploitation films which more closely mirrored sensational press coverage where cocaine
was viewed as the 'gateway' drug to opiates. (Shapiro, 2002, p. 14) Cocaine largely disappeared
from the recreational drugs scene after World War II until the late 1960s. Since then, films as
diverse as Easy Rider (1969), Annie Hall (1977), Scarface (1983) and Clean and Sober (1988)
have framed cocaine use and dealing variously as comic, heroic, glamorous, as well as
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damaging. (Shapiro, 2002). This study is relevant because it provides a picture of how
portrayals and the depiction of drug usage have changed with the generations and the genre of
the film. It also reveals that, while in the 1950s drugs werent mentioned in movies, they were
brought back in the late sixties. This reveals that there are cultural influences in the depiction of
drug usage, which might parallel actual usage today. Depictions of drug usage were vastly
comedic before World War II, but became the central subject for a lot of movies that dealt with
drug problems and addictions or recovering from them during and after the 1960s (Shapiro,
2002). The focus changed again as drug use was attributed as leading to violence and related to
sex in the, eighties and nineties. This study is a quintessential chronicle of factors that influenced
the depiction of drug usage and their portrayal based on what audiences wanted at that time.
Shapiros (2002) thesis is, however, that movies arent intentionally pushing drug usage but
merely reflecting real life, and relevant to the genre of the film.
An inquiry by the Federal Trade Commission (FTC) found that film, music and video
industries actively market adult-themed material to children (Shiver, 2000). Between 1995 and
1999, the FTC found that 80% of R-rated films and 70% of electronic games with mature ratings
were targeted to children under 17. The report, which took one year to be compiled, focused on
how the studios marketed violence to young kids. The 105-page report unearthed documents
from film studios, record companies and video game manufacturers in which entertainment
executives acknowledged they targeted violent material at kids, according to Capitol Hill aides
who were provided copies of the report over the weekend (P.1). According to Shiver (2000)
Movies rated "R" for violence are marketed in publications primarily geared to teens, such as DC
Comics and Teen magazine as well as Planet Report and Fast Times, which are distributed
to 8,000 high schools nationwide. This inquiry showed that the violent content is deliberately
15
aimed at and marketed to children by the studios.
Relating to the FTC inquiry, a study was conducted to define the Effectiveness of the
Motion Picture Association of America's Rating System in Screening Explicit Violence and Sex
in Top-ranked Movies (Nalkur, Jamieson, Romer, 2010). The purpose of the study was to
examine how effective the MPAA's rating system's had been in screening explicit violence and
sex since the system began in 1968 and the introduction of the PG-13 category. It also examines
evidence of less restrictive ratings over time or ratings creep. The study found that, The
explicitness of violent and sexual content significantly increased following the rating system's
initiation Explicit violence in R-rated films increased, while films that would previously
have been rated R were increasingly assigned to PG-13. This pattern was not evident for sex;
only R-rated films exhibited higher levels of explicit sex compared to pre-ratings period.
(Nalkur et. al., 2010, 440.) The researchers found that, although the MPAAs rating system was
effective in screening explicit sex, it has allowed for more violent content in PG-13 movies,
thereby allowing the youth to access harmful content. They suggest the rating should be more
sensitive in accounting for the depiction of violence in films and should use similar standards to
those used for censoring explicit sex (Nalkur et. al., 2010).
Dahl and Dellavignas (2009) research also focused on the effects of exposure to violence
and examined whether this exposure led to increased levels of violent crime. The study was a
psychological analysis of the long-term effects of violent movies. The researchers first found that
media violence increases aggression in the short run. They found that, violent crime decreases
on days with larger theater audiences for violent movies. The effect is partly due to voluntary
incapacitation: between 6 p.m. and 12 a.m., a one million increase in the audience for violent
movies reduces violent crime by 1.1% to 1.3%. After exposure to the movie, between 12 a.m.
16
and 6 a.m., violent crime is reduced by an even larger percent (Dahl and Dellavigna, 2009,
677). They explain that violence is less when violent people are in theatres watching violent
blockbuster movies. The results emphasize that media exposure not only negatively affects
behavior in viewers, but also provides an outlet for violent behavior by channeling the violence
into alternative activities (Dahl and Dellavigna, 2009). This study suggests that violent movies,
by providing another outlet for violent people, reduce their desire to commit violent crimes.
Though this study focused on violence in movies and not on the consumption of alcohol or drug
usage, it showed that movies have an influence on the audience and affect their actions. In the
same way that movies with violent content distract violent individuals; movies depicting
alcoholic usage could also lead to reduced alcohol consumption (Dahl and Dellavigna, 2009).
These findings are important considerations for research in the area of media effects on behavior.
Kooredeman et.al (2011) looked at the effects of the use of alcohol portrayals in movies
on actual alcohol consumption, amongst men and women in the youth population while, weekly
alcohol use and identification with the movie actor/character were assessed as moderators. The
research found that exposure to depictions of alcohol in movies was more likely to increase use
of alcohol among men than women although there werent significant changes in weekly
consumptions, indicating that the effects may only be short-term. This study may indicate that
movies with alcohol portrayal can lead to an increase in consumption in a young audience, at
least in the short term.
Gibson and Maurer (2006) conducted a study at the Central Michigan University focused
on cigarette smoking in movies and looked at the influence of product placement on the attitudes
of smokers. It also looked at participant views about the actors who used the product and the
effect of this on their tendency to smoke. The study found that the effects of product placement,
17
where the actors use products such as cigarettes on screen have been under researched. To prove
this, they showed the participants clips from Die Hard half of the participants were shown clips
of the lead actor smoking and the other half saw a clip where he was not smoking. Nonsmokers
who were shown the clip of the lead smoking had a more favorable attitude towards smoking,
while the smokers rated the actor as more appealing. On the other hand participants who watched
the scenes that did not include the smoking werent affected either way. The study showed that
smoking in movies does have an effect on the audience, even those that are non-smokers (Gibson
and Maurer, 2006).
Another study closely related to the Gibson Maurer study (2006) looked at the
immediate effects of smoking cues in movies on smoking behavior (Kirsten et.al, 2010). This
study looks at the Peripheral route of persuasion. They tested whether smokers who are
confronted with smoking characters in a movie smoke more cigarettes while watching than those
confronted with non-smoking characters and whether this effect is less profound when smokers
are more involved in the narrative participants were allowed to smoke during the movie. The
results showed there was an immediate effect on smoking behavior as the audiences smoked
more cigarettes while a character who smoked was present on screen then when a non smoking
character was present. This study showed that movies have a persuasive effect on the audience,
even if the effect is to help them sustain the habit of smoking.
Another study on smoking looked at the effect on youth, smoking scenes in movies and
anti smoking ads before movies (Pechmann &Chuan-Fong, 1999), the first experiment showed
an audience of 800 9th graders a movie with either the smoking scenes present or with the scenes
edited out. The results showed that Forbidden Fruit Thesis was valid since smoking scenes
positively aroused young viewers and increased their intent to smoke. But the study also proved
18
the effectiveness of the anti smoking commercials that were aired before the movies, which left
the young kids feeling that smoking was forbidden and tainted thereby nullifying the effects of
the smoking scenes. This study demonstrated not only the malleable nature of the minds of the
youth who can be easily persuaded, but also showed the effectiveness of the anti smoking
commercials in India, a practice followed in Indian cinema today.
Another study focused on a cross-sectional analysis of the correlation between incidents
of exposure to alcohol or drug use in films and young adults' own alcohol or drug use (Hunt, et
al., 2011). The study was conducted in Scotland and followed the development of children into
adulthood. These children were observed, starting from the age of 11, at two-year intervals
focusing on their movie-watching routine. Finally they were analyzed at the age of 19 to
determine whether there was any correlation between their movie consumption and drug usage
and alcoholism. As early as the age of 11 these children were watching films that contained drug
usage and alcohol consumption. The researchers found that one third of these young adults were
classed as 'heavy drinkers' and almost half as 'binge drinkers' on the basis of their previous
week's consumption. More than half reported ever using cannabis and 13% had used one or more
of the 'hard' drugs listed. There were linear trends in the percentage of heavy drinkers (p = .018)
and binge drinkers (p = 0.012) by film alcohol exposure quartiles, and for ever use of cannabis
by film drug exposure (p = .000), and for ever use of 'hard' drugs (p = .033). These findings
indicate that the films that the subjects watched from a very young age directly influenced their
adult behavior since most of them reported heavy consumption of alcohol on a weekly basis
along with usage of marijuana and harder drugs (Hunt, et al., 2011). This eight-year longitudinal
study helped researchers confirm that youngsters are easily influenced by content in films and
they can be negatively affected by watching drug and alcohol use in movies. The researchers
19
concluded that, it is important to design good longitudinal studies which can determine whether
exposure to images of potentially health-damaging behaviors lead to uptake of these behaviors
during adolescence and early adulthood, and to examine factors that might mediate this
relationship (Hunt, et al., 2011, 264). A longitudinal study not only strengthens research but can
also help analyze the long-term impact on young adults. This study was conducted in Scotland
but its implications are universal and it also shows that the effects of movies are a global issue as
movies are universal.
Another study conducted in Germany also shows the global reach of this issue. This
study focuses on parental restrictions on movies watched by kids that included depiction of teen
smoking and drinking (Hanewinkel, Morgenstern, Tanski, Sargent, 2008). The aim of the study
was to determine whether children who reported that their parents restricted their access to
movies featuring teen smoking and drinking were less likely to try smoking and drinking in the
future. The focus was on movies with a restriction of FSK-16 which means movies that only
people 16 years old and over can watch. The parents and their children were divided into four
groups, the children whose parents didnt restrict them, the children whose parents didnt let
them watch the FSK-16 movies, children who were allowed access sometimes, and finally,
children who were allowed to watch these movies only once in a while. The results of the study
showed, There was a significant effect of parental movie restriction on each substance use
outcome measure after controlling for covariates ....FSK-16 restrictions were associated
with lower viewership of all classes of movies, but especially FSK-16/18 movies; in addition,
FSK-16 restrictions were associated with substantially lower exposure to movie depiction of
tobacco and alcohol use, suggesting a mediational mechanism for the association. (Hanewinkel,
et. al., 2008, P 1728) Children with no parental restrictions showed the highest rate of drug and
20
alcohol usage while children whose parents didnt allow them to watch the FSK-16 films,
showed the lowest rate. The other two categories of children showed relatively similar results
and were less likely to try alcohol and drugs than children who regularly watched the mature-
rated films. The results show that there was a clear correlation between censorship by parents
and the decreased risk of substance use in the future (Hanewinkel, et. al., 2008). This study was
interesting because it demonstrated that censorship by parents helped the children to choose not
to use drugs and alcohol.
A study was conducted in Brazil that looked at substance use and misuse in Brazillian
movies between 2000 to 2008 (Castaldelli-Maia Et.al. 2013) using a sample of 50 movies they
found that scenes show substance use and misuse almost similar to that in the general
population, mainly alcohol cannabis and inhalants. However, they also found that there was an
overexposure of cocaine use and an underexposure of tranquilizers compared to real use in
movies. Nonetheless this study shows that today in cinemas across the globe there is a rise in the
realistic depiction of very realistic image of substance abuse. At the same time it also shows that
while some movies are taking the route of realism, there are still those that depict the content in
an unrealistic manner. It highlights the validity of any study of the effects of the depiction of
alcohol, drugs and cigarettes in movies as one that merits a global perspective as it includes
movie audiences and markets around the world.
Like the U.S cinema, Indian movies also use stereotypes of people who consume alcohol.
The first one discussed earlier is the female alcoholic. This has become a common element in
most modern Indian movies. For example in, Fashion, Dum Maaro Dum, Cocktail, the lead
female character is depicted as inebriated and intoxicated and having a good time at parties. This
is not a positive message to send to the young viewers, but famous Bollywood director, Rohan
21
Sippy, who directed the movie, defends the stereotype saying, consumption is shown in films
only when it is crucial for a script. (Mid-Day, 2011). A second common stereotype is of men
taking to the bottle in depression or anguish, which was effected in the movie Devdas, and
Dev D.
A new study presented by the World Heart Federation in April, 2012 analyzed alcohol
usage in Bollywood movies to determine whether it was directly influencing the drinking habits
of Indias adolescents. The study set out to determine two things the first was whether Indias
adolescents were exposed to alcohol use in Bollywood films and, secondly, whether this
exposure was associated with their own alcohol use. Fifty-nine popular Bollywood movies were
coded to record the number of alcohol use occurrences and 3,956 adolescents were then asked
whether they had seen these movies. Students were grouped according to their exposure to
alcohol use occurrences in these movies. They were then asked about their alcohol consumption
status. Students in the quarter that had seen the greatest number of alcohol use occurrences in
these movies were found to be 2.78 times more likely to have tried alcohol compared with
those students in the first quartile of exposure. This shows that in India there has been found a
clear correlation between observing content depicting alcoholism and its effect on the youth.
(World Heart Federation, 2012).
Another study looked at marketing of beer products in the Indian market (Schultz, 2012).
A cable television network regulation amendment bill, passed on 8th September 2000, strictly
prohibited advertising of alcohol-based products. This study examined how companies got
around the rules with so-called surrogate advertising in which marketers sold bottled water,
compact discs and other goods emblazoned with booze brand names to raise awareness.
SABMiller, for instance, advertises "Miller Time" clocks for High Life, which was introduced
22
last year and is positioned with a work-hard, play-hard mentality. (Schultz, 2012). This study
shows how conglomerates use loopholes to market their products in India. Another avenue for
them to show their products is through movies. This study shows the failure of a censorship
technique in managing to curtail advertising campaigns for alcoholic products.
The research shows that there is a definite correlation between the exposure to films
depicting drug and alcohol usage and behavioral impacts on the audience, specifically the youth
today (Dahl and Dellavigna, 2009). The research also shows that youth are more likely to start
using drugs and alcohol when exposed to movies that include image of drug use from a young
age (Hanewinkel, et. al., 2008.). Studios also deliberately market films with violence and drugs
to a younger audience in order to make more money (Hanewinkel, et. al., 2008), and this is a
global issue that affects the youth of many countries. This research suggests the validity of this
study, which examines, through focus groups, the youth perspective to identify correlation
between exposure to alcohol consumption, cigarette smoking and drug usage in films and their
use of tobacco, alcohol and drugs in real life. Other research explores the effectiveness of
censorship techniques whether employed by the movie industry, government or parents
(Pechmann &Chuan-Fong, 1999). The issue is valid across all movie markets and needs to be
closely scrutinized and analyzed to better understand what effect such depiction has on a youth
audience, how long the effect lasts and what techniques to employ to censor or accommodate for
such depictions in movies.
23
RESEARCH QUESTION
From the analysis of the literature on prior research done on this topic, it is clear that the
question of whether exposure to movies depicting use of alcohol have an effect on childrens
tendency to consume alcohol later in life holds merit. The same is true for an examination of
depictions of cigarette smoking in films. The effect of this exposure should be examined not only
on youth in the U.S., but also on a global perspective. This research, which compares effects of
exposure to smoking and alcohol in movies from both U.S. and Indian cultures on youth
smoking and alcohol consumption decision. On the basis of the literature review and from an
understanding of the theories involved in analyzing this topic, this study can be broken down into
three research questions.
RQ1 How does character depictions and stereotyping of drug, smoking and alcohol use in films
affect the youth audiences perspective?
RQ2 Does censoring or restricting access to this content with smoking, alcohol and drug usage
have a negative correlation with perception of substance usage in children when they grow up?
RQ3 Are there any similarities or differences in the perception of the Indian and American
youth about the effects of and views about depicting images of people smoking, using drugs and
alcohol consumption in regard to their respective film industries?
24
METHODOLOGY
This study used qualitative methods to collect and analyze data. An analysis of the data from
other studies on this topic suggests that there is a clear influence of movies on the youth
(Hanewinkel, ET Al., 2008). Persuasion and social cognition theories also attest to the fact that
the audience is likely to be affected by films (Shapiro, 2002). This means that it is possible that
the depiction in movies of characters drinking a lot and doing drugs may incite the youngsters to
try these vices. It is very hard once these children start at a young age, to stop these vices (Hunt,
et al., 2011).
This study focuses on how social cognition and persuasion, along with stereotyping and
cultivation, affect youth opinion about smoking and the likelihood that youngsters exposed to
movies depicting lead characters who smoke are likely to smoke themselves. It is aimed at
exploring the effects of movies that dont show the negative consequences of these bad habits
and motivates children to try them. It also addresses the fact that children today are allowed
access to a lot of violent content in films because of a relaxed MPAA rating system and how it
might affect their personalities (Nalkur et. al., 2010). The study analyzes the topic and answers
the research queries of the study with the focus on whether censorship by parents and perhaps the
government could reduce the risk of exposure to substance abuse and violence among kids. This
research is particularly important because of the marketing efforts by studios toward the younger
audience. This includes the promotion by advertisers of tie in products like beer and cigarettes in
their movies when they get money from these conglomerates (Barrie, 2012). This study will look
25
at whether the youth audience is aware of this fact or has been in any way influenced by such
product placements in films. This will help better understand how and why studios market
mature themed movies to youngsters from the perspective of the youth audience. Past researchers
on the topic have been done mainly from a study of youth behavior but not on their own
perception of the deoiction of drug usage, alcohol consumption and cigarette smoking.
For example, the James Bond movies multi million-dollar deal with Heineken could
have an effect on children exposed to this content. Studios, however, are less interested in the
effect their movies have on the kids then in their profit margins and violence and drugs sell. The
major question is what is the effect of such content on the youth and their perception toward
smoking or doing hard drugs? The null hypothesis is that there is no correlation between such
content in movies and its effect on the youth or the audience and that movies are purely
entertainment and is seen as such by the public.
To carry out an in depth analysis of the topic, the study utilizes focus groups as the main
source of collecting information. Focus groups can be effective in collecting information that
provides an in-depth, nuanced look at how participants view an issue. While the data collected
will not be generalizable, it can provide a richer exploration of the viewpoints of the participants.
This is because of the emergent and open-ended format that focus groups provide, allowing thick
descriptions (Grow & Christopher, 2008). It is also good to use focus groups in situations where
stereotypes are being explored (Rowles & Reinharz, 1988). Interactions that take place in focus
groups allow the development of insights and synergy among participants that richen the
discussion (Morgan, 1988; Berg, 1999).
Focus groups are an effective way to explore the issues in this study and access rich
comments that will provide a background and understanding in developing the research area.
26
For this study, the focus groups was conducted in the United States as well as in India
with the focus being on the films in their respective markets and their depiction of drug, cigarette
and alcohol consumption. The study comprised of both male and female participants ranging
from 18-25 years in age to determine the effects of drugs, cigarettes and alcohol consumption in
movies on the youth. Five focus groups were conducted, two in the U.S comprising students at
University of South Florida and three in India comprising students affiliated with the University
of Pune. 4 focus groups had 5 participants and one focus group had 6. The study utilized the
snowball effect to get participants, where the participant will be encouraged to tell their friends
about the study and get their friends to join the focus groups. This will be done in order to
populate the focus groups. The focus groups will be semi structured and semi formal in nature
and will be recorded for later transcription.
Participants were asked to sign consent forms and were informed that their identity will
be protected in the final study and replaced with aliases. Participants will be provided with a
food incentive. Because of the nature of the study and the need to identify demographic trends,
the researcher were asked a few demographic questions such as age, educational level, name of
institute, gender and ethnicity. The researcher started the focus group by showing the participants
a short video clip and asking them to jot down their thoughts and discuss them.
Basic questions were asked to help guide the discussion and keep it on topic. After the
focus groups, the recordings were transcribed verbatim for further analyses. The transcripts were
compared and contrasted with one another to find common thematic trends or contrasting
opinions to find out whether the research questions hold merit and whether there are any
similarities between youth perception about drug, alcohol and cigarette usage in the U.S. and
India. The reason for conducting focus groups is to gain a collective opinion and to generate a
27
discussion on the study topic of drug usage and alcohol depiction in movies. For this topic, it was
better for the researcher to collect data from a discussion as the participants can go into detail
and also argue with the points made by the other participants. Focus groups also benefit the
timeline of the study and allow more voices to be heard in a limited time frame.
28
RESULTS
For the purposes of the study, the participants real names will not be used. They will be
identified by their initials. The first three focus groups were conducted in India. The clips they
were shown pertain to Indian cinema and movies made in Bollywood. Food incentives were
provided to the participants for their time on the focus groups. For the Indian Focus groups an
extra question was asked regarding the rise of the female drunk character stereotype in recent
movies and how they felt about the stereotype.
FOCUS GROUP 1
The first of the Indian focus groups consisted of six male participants. Two of the participants
had no parental restrictions growing up while a third participant said that the only restriction he
had was that he had to go to bed early which worked in keeping him away from mature themed
content. In general, while the group acknowledged that their parents did not allow them to watch
movies with sexual content, they did not disallow movies that depicted smoking, drinking or
drug usage. The main consensus of the focus group was that in Indian cinema there is definite
influence of depiction of cigarette smoking, drug usage and alcohol consumption that could
influence youngsters to engage in these habits, but rather than government censorship, parental
control would be the key to controlling their behavior. (See Emergent Themes from focus group
1 table in Appendix section)
29
Table 1- Results from Focus Group 1
Issues P1 P2 P3 P4 P5 P6
Parental (AT) (PP) (AK) (BB) (TK) (AW)
restrictions
on content
Smoke None None None None Restricted None
Drink None None Parent None Restricted Curfew
advisory
Drug Use None None Parent None Restricted Curfew
advisory
The participants were shown three different clips. The first depicted characters engaging
in smoking, the second in drug use and the third drinking alcohol. After viewing the clip
depicting characters smoking, the general consensus of the focus group was that the character
was showing how cool he was by smoking in the bath. He was also depicting an attitude of
rebellion by showing a character who doesnt like being told what to do. One participant, AW
described the scene as, a form of rebellion. He continued:
it was about looking cool and good but later on as the scene progressed and the story
is mentioned in the background and you see the scene with the mirror and he says no one
tells me what to do and in a way he goes to the psychiatrist I think who is trying to wean
him off his addiction and he has, I guess, a complex where he doesnt like having people
tell him what to do. So the psychiatrist tried to get him off his addiction, so he keeps on
smoking. In a way its a form of rebellion.
The clip about drug usage featured a song from a recent movie accompanied by images
of youth getting high on a variety of narcotics. The clip also depicted the sense of being on drugs
through kaleidoscopic, hallucinogenic images. After viewing this clip the participants argued
about whether or not the clip promoted the act of doing drugs, the general consensus was that
because the clip showed no negative side effects to doing marijuana or acid, although the
30
representation of the act of doing drugs and being under the influence of narcotics was both
realistic and well executed, it was unclear whether the clip promoted or cautioned against the
uses of drugs. Participant AT said:
no where in the scene have they shown what they are actually doing. Its just that they
are getting high and in their minds its the only thing in their mind. Ganda boss ho,
girlfriend ke sath jhagda ho (Bad boss or a fight with your girlfriend) this is the solution
to all your problems.
The final clip that depicted drinking showed characters who were college youth sitting
around campus getting drunk and pouring their hearts out. The groups position was that t the
scene, which was an important one in the movie, could have been handled without the use of
alcohol. The scene was pivotal in progressing the plot, but the participants felt because it was
accompanied by the heavy drinking, it left the message that alcohol loosens tongues. BB said:
its engineering [department], people are under pressure. Not only engineering, any field. If
people are under pressure, they drink. But, he [the producer] doesnt portray that clearly.
BB said the depiction was realistic as it showed the stress of being in college and also
showed the state of mind of inebriated people. The group agreed with his point although, they
said, the pivotal scene, though well executed and acknowledging the validity of the use of
alcohol, could have worked with another plot device.
The group also agreed that movies have changed over time and today have become more
realistic. AK felt that they were pushing the limits of the new normal thinking.
Participant PP identified periodic changes in censorship levels that correlated with
changes in administration in the Central Board of Film Administration (Censor Board), which
has responsibility to regulate films in India. Thus, he noted, why between 2004-2006, actors
31
could not smoke on screen, but by 2009 this restriction was lifted and actors were, once again,
allowed to smoke on screen, although in these situations a small tag at the bottom of the screen
warned of the hazards of smoking. Despite the disclaimer, participant TK was concerned about
the more organic and realistic depictions of characters smoking and drinking alcohol in movies
today, and the effect of these depictions on childrens perception of these activities. He said:
Everything carries a disclaimer note. In earlier days they showed it as an ordinary
background activity such as drinking and smoking. And thats why I think people didnt
put that much stress on it. And they didnt think about it. But as far as you're seeing it as
a normal social activity. But now that you are seeing the disclaimer notes, we would ask,
or I if I'm a child, I would ask what it is about and if its harmful to my health.
While the group agreed that in some cases the depictions of alcohol, drug and cigarette
use were authentic and contextually sound, in most blockbuster movies there was a definite over
usage of these scenes. They also agreed that they were placing alcohol and cigarette brands in
movies and using youth icon actors to market their products to the youth, that portrayals of
feminine stereotypes who drank and behaved in an anti-social manner demeaned women and
feminism by creating the impression that the only way a woman could break free from her
shackles was by getting drunk and acting crazy under the influence of liquor. They also agreed
that alcohol conglomerates were using clever loopholes to continue marketing their brand and
their liquor with the use of famous celebrities who had a moral responsibility toward their
audience not to solicit such activities.
This notwithstanding, participants believed that the current government censorship
techniques did not work, and had hindered the movie industry. They believed that parental
control of content and the education of their children about the adverse effects of drinking and
32
smoking were more effective than government censorship. As BB, who had no restrictions on
such content said:
Honestly its a domestic issue. Its more on the parents. This responsibility should be
more on the parents than on the government. The government should do its own job
which is to keep a check on who enters the theatre and keeping it in check but this issue
should be on parents.
The participants agreed that having stricter rules regarding movie rating and access to
theatres would also help. However most were okay with having friends and peers who drank or
smoked as long as it didnt affect them. Most were also okay with the usage of drugs, though
only mentioned minor gateway drugs like marijuana. AT, who had no restrictions growing up,
though said that he wasnt okay with his peers doing drugs around him.
The participants agreed that Hollywood cinema has influenced Indian cinema and that
government restrictions would not work because the government directly benefitted from the
sale of cigarettes and alcohol.
When the participants were shown an anti-smoking commercial from Florida, they agreed
that they would be affected if they did not stop smoking. The advertisement, showed a long time
smoker preparing for her day by putting in her breathing device in her throat. This showed an
extreme consequence of smoking, and so none of the participants felt this consequence would be
their fate if they did not stop smoking. Only BB and AW smoked in the group.
The group agreed that the best solution to the problem of alcoholism and smoking
amongst avid television watchers would be to let movies explore their creativity, while
depictions in blockbuster movies could be toned down. However, the main and most effective
censorship tool should be parents speaking to their children and preparing them for the real
33
world. The censorship of such content in their opinion, can only be done by parents, who should
restrict access to content showing drug usage, cigarette smoking and alcohol consumption.
FOCUS GROUP 2
The second Indian focus group was slightly more diverse, consisting of five participants, three
males and two females. One of the participants, SK, a female, said that she grew up with parental
restrictions on content that included characters who drank excessively, smoked or took drugs
because her parents didnt want her getting addicted these activities. The other participants did
not have any concrete parental restrictions on media content, but their parents did warn them
against indulging in such activities. Three of the participants, TK, MP and EH admitted to
consume alcohol. (See Emergent Themes from focus group 2 table in Appendix section)
Table 2 - Results from Focus Group 2
Issues P1 P2 P3 P4 P5
Parental control (MP) (TK) (SA) (EH) (SK)
of content Female Female
Drink None Parental guidance Parent None Restricted
(Though not warned of
affected well by negative
parent) effects
Smoke None Parental guidance Parent None Restricted
parent) effects
Dug usage None Parental guidance Parent None Restricted
parent) effects
34
Like the previous focus group, the second focus group was shown three clips depicting
characters variously involved in smoking, drinking and taking drugs. With reference to the clip
about smoking, the groups perspective was that although the clip depicted a cool persona, it
didnt incite in them to desire to pick up smoking. EH said:
once you get addicted to it, its very difficult to leave it. So its better not to get addicted
to it. To one extent its okay. But the way he smokes smoking, smoking, smoking all the
time, is not good.
Although all the participants agreed that the depiction was realistic and appealing to
youth, MP did not have a problem with the very realistic depiction of the character smoking. He
said:
If the scene demands something like this then it needs to be shown. Cause if they show a
guy who drinks or smokes because he is stressed, that just what people generally do. Its
a vicious circle, people smoke, thats why its shown in the movies and then because its
shown in the movie, there are some people who smoke.
On the second clip, which had the character portrayed using drugs, the participants again
said that the depiction of being under the influence of drugs was realistic and accurate.
According to MP:
When you're high you can do all these crazy things without thinking twice about it.
Coming back to drugs. They say marijuana is a gateway drug it is true in a way, cause
they start with ganja and end up with coke, acid, E (ecstasy). I have seen some of my
friends down that path, smashed out of their skulls, which is bad in a way. It is bad. So as
far as its depiction in movies, like I said, its a vicious circle that has formed, if youve
seen entourage (TV show), if you see they smoke pot all the time thats what they do.
35
Then again that is a reality. Theyre showing in a TV series or in a movie so once again,
it happens in a movie, they show it on TV.
On the final clip, which depicted the character drinking, the participants agreed that the
movie producers could have avoided the depiction of alcohol consumption in the scene although
the scene was an authentic portrayal. SA said:
Actually, as it [the movie] said when the man is in the drunken state he pours his heart
out I find thats true but that has a positive side as well as a negative side. Maybe he
spoke out something which he shouldnt have and positive that a person with whom he is
speaking he get to know about his feelings thoughts, whats going on?
MP believes that parents should explain to their children why they impose restrictions on
the content they view. He said:
It is a very important part in the growth and development of the child. A child should be
able to talk to their parents. If the family is that open the chances of you getting into that
are figuratively less cause you know what you're walking into and you know what might
happen and before something goes wrong you know your parents are approachable which
is not the case in most Indian households. So that is a major draw back where teen
smoking drinking comes into the picture.
The group agreed that movies had progressed over the years becoming bolder in their
depiction of more realistic content. MP said:
In the 80s and 90s they had these songs in the movies where the villain and his goonies
are enjoying and drinking and then there is this random female singing and dancing and
scantily clad. Its been going on since those times. But those songs werent given as
importance as today
36
Nonetheless, the participants agreed that if a depiction in a film is contextually relevant
then it makes sense for movies to show it.
Interestingly, while the males in the group felt that the feminine stereotype depiction in
Indian movies was inaccurate and demeaning to women, but although thee women felt that the
depictions were over exaggerations of reality, they nonetheless saw it as a move in the right
direction since it was the only existing voice for the feminine youth perspective. They predicted
that it would continue to trend for a few years by which time the depictions in films would
become more realistic or more organic. The group also agreed that there was a trend toward
reduced depictions of cigarette smoking in movies as cigarettes increasingly were starting to be
seen as a taboo.
Like the first focus group, this group felt that the Indian movie industry was heavily
influenced by Hollywood with an increasingly direct and immediate influence, Bollywood
ripping off whole plot lines from movies and scenes, without the replicating Hollywood
standards. However, their opinions were mixed on the question of whether conglomerates used
product placement to encourage the activity of smoking or drinking, in the same way that the
Egg commercials or got milk propaganda was used. MP felt that while egg and milk ads
promoted a product, the cigarette and liquor ads promoted a name brand. He said:
They [egg and milk consumption ads] arent promoting branding as such. There are not
many players in the egg business; an egg is an egg you buy it from a chicken shop or the
supermarket. But when it comes down to cigarettes, you have Marlboros, Wills,
Rothmans same with alcohol. So its different. If you're promoting Marlboro. Obviously
Marlboro is going to pay for it. You're promoting that brand. Specifically when they
censor it, the brand doesnt matter, yes.
37
Some of the participants agreed that it was possible for movies to play a persuasive role
in encouraging increased drinking or smoking. MP agreed based on his own personal experience.
A smoker, MP chronicles that he once went to see a movie that included a lead who smoked after
recently quitting the habit. He said that watching the depiction of the lead character smoke, made
him relapse into smoking. While acknowledging that this could happen in the case of cigarettes,
TK, who smoked 10-15 cigarettes a day felt that it wasnt true for drugs. He said that no
depiction would make him do drugs. He used to also do drugs because of peer pressure in his
college but gave it up when he left the college and the peer group.
In relation to censorship techniques, the general consensus among participants in the
second focus group, as it had been in Focus Group 1, was that the impetus for censorship of and
education about such depictions had to be on parental responsibility. However, both TK and MP
felt that currently parents werent communicating clearly with their children. The girls felt that,
in the interim, government anti-smoking campaigns were effective and should continue with a
few variations that would remove the redundancy of the commercials.
When the focus group was shown the Florida anti-smoking commercial that had been
shown to the first focus group, the consensus among participants of the second group was that
the advertisement would not be effective because its graphic nature would scare smokers or
potential smokers, but wouldnt make them stop smoking. SA felt that, nonetheless, there should
be similar ads for drinking.
The groups position on content depicting scenes of smoking, drinking and drug use,
though fine in art house movies and movies meant for adults, could be removed or represented
differently in the more mainstream cinema where children would have access to the content.
38
FOCUS GROUP 3
There were 5 participants in the third Indian focus group - four were male and one was a
female. All the participants in this focus group admitted to having been involved variously with
smoking, drinking alcohol and using drugs in the past. They all admitted to having tried one if
not more of the activities. AG and MP had some restrictions but mainly for sexually explicit
content. AP said that her parents were approachable with questions regarding such content while
NA and VT had no restrictions though NA admits to parents changing channels when sexually
explicit content was shown. (See Emergent Themes from focus group 3 table in appendix
section.)
Parental AG NA VT AP MP
Restriction Female
on content
Smoking None None None Parents None
accessible
Alcohol None None None Parents None
accessible
Drugs None None None Access to parents None
They were shown the same clips that the other Indian focus groups had been shown. They
felt that the first clip, which depicted a character smoking, was inaccurate and pretentious. As
former or current smokers they believed that the depiction was too false to be taken seriously.
The participants felt that the clip would not motivate a younger person to start smoking because
the character depicted by the actor was neither cool nor hip but, rather, an actor playing the role
of a smoker. They did, however, point out to the brand placement of alcohol bottles and
cigarettes in the clip. AP said:
I dont think the point of a movie is ever drugs smoking or alcohol its just made to
39
accentuate a character or to explain a certain influence this vice could have on the plot
its not supposed to be the whole story like how this movie was. The whole thing [clip]
was about smoking and it made no sense.
Although they liked the depiction of being under the influence of drugs in the second
clip, they again felt that the scene wasnt entirely accurate in its depiction of behavior. MP said it
was not authentic cause if I'm not mistaken this whole song is based on smoking pot and I dont
see them doing anything else and babaji ki booti (Title of song referring to the act of smoking
pot) is reference to smoking pot so I mean exactly trip balls on pot.
The participants also agreed that the movie sensationalized drugs by never showing any
of the negative repercussions of doing drugs. AP countered this by talking about movies that do
show the negative repercussions of movies. She said:
But a younger audience doesnt singularly see this movie if you watch Shaitan (Indian
movie, 2012) you see how you have coked out kids killing people and killing each other
at the end and it was just a complete disaster so its not only that they are exposed only to
the good depiction, they are also exposed to the bad depictions of drugs which is the
whole point of the free society.
When they saw the third clip depicting alcoholic use, participants felt that not only was
the scene an authentic depiction of drinking amongst the youth, but it was also justified based on
the characters being portrayed by the actors. AP said that the scene would not be authentic
without the alcohol. She said:
No, it wouldnt be real. The whole point of an engineering college where you have
people coming from different backgrounds and getting to know each other and living
with their fears like that guy who wears like 10 rings. Aamir Khan [actor depicting lead
40
role] will never tell him, Dude whats wrong with you? He tells him that because hes
drunk, and the conversation flows a lot easier under the influence of alcohol. That doesnt
mean it wont flow if you are not under the influence of alcohol but its a lot easier.
One important discussion point amongst the group was the increased access of children,
even up to five years younger than the average age of the group, to cigarettes, drugs, and alcohol
from an early age. In their generation, the participants said, the focus had been on sexual
depictions, with interest in smoking and alcohol and drugs coming much later. And I think
thats the difference between our generation and the one thats right after us, AP said. its just
that our curiosity was limited to the opposite sex. Sex was like the first thing we wanted to know
about after which smoking drugs alcohol came in the picture which was a little later in life so
when we were kids it was probably just that.
NA opined that not being allowed to watch particular content made it attractive for people to
want to try it. This position is consistent with Pechmann and Chuan-Fongs (1999) forbidden
fruit theory.
AP, the female, was the only one who felt that the quality of movies have improved in the
last two decades. The other participants felt that the quality of cinema had diminished to mere
exploitative and redundant clichs represented in their mediocre quality. AP said:
Yah, there are movies that are shit but you do have directors like Anurag Kashyap who
bring things to the cinema Dev D (Indian movie, 2009) was path breaking for Indian
cinema the way he brought drugs and everything into the picture was insane and this
started with directors who had the guts to strap on a pair it started with Chandni Bar
(Indian movie, 2001) movies that could really make a difference. Page 3 movies that
actually showed stuff that we wanted to see and now weve come full circle and were
41
doing the same thing like from fashion (movie, 2009), which was a big deal they came
to heroin, which was just a redundant thing all over again just because it clicked once. So
we reached a point where we started doing well.
The participants agreed that some art-house movies are breaking the 4th wall between reality and
fiction and showing content that is a realistic representation of India today.
In terms of censorship, the groups perspective was that the industry and actors had no
moral responsibility when depicting drug, smoking and alcohol use. Youth had a responsibility
to make wise decisions about whether or not to engage in these activities, and parents the
responsibility to inform their childrens decisions and to guide them properly. They agreed that
there was product placement by alcohol and cigarette manufacturers in movies, but insisted that
if other commodities such as clothing and food brands could be marketed in this manner, then
alcohol companies should also be allowed to do this.
AP, the female in the group, felt that the feminine drunk stereotype was an accurate
representation of todays female, but that the desire to admonish it was part of Indian culture.
She said that the depiction of female characters who drank showed a new India where women
were allowed to engage in activities that had once been the sole purview of men. In fact, she was
strongly defensive of the image of drunken females, challenging one of the male participants
who criticized an actress who played the role:
Its what she does in her professional life, you cannot say that this is what you are and
what you do and how you influence the youth chill the f*** out! Its my job, I get paid
for it, I go home, go to sleep, and she was such a drunk, she wouldnt be where she is
today. Shes 23 years old where are we? Shes doing well for herself. And, instead of
appreciating her, in fact, this is hypocritical--you watch the movie, you enjoy it, and then
42
you judge her, G (addressing another participant). Thats what I'm saying, if you dont
like her, dont watch her movie and stop criticizing her.
AP also felt strongly that the governments role in in censoring this content should be
limited. She felt that the greatest tool to ensure against such habits, was educating the children
about these activities and preparing them for the real world. She felt that the school curriculum
should include modules aimed at educating and providing complete information about the
negative effects of engaging inactivitys like drinking, smoking and drugs, in the same way that
they provided sex education modules. The other participants also felt that no one had a right to
censor films, it was intellectual property, they said, and that censorship should come from
parents and education rather than be imposed on the industry which was growing and needed
room to explore its creative boundaries.
FOCUS GROUP 4
The first American focus group had five participants -- four male and one female. All
were students at the University of South Florida. MJ, DA and DG were smokers and drinkers
while DB only consumes alcohol. SP does none but has tried both alcohol and cigarettes. In
terms of parental restrictions on television content during their childhoods, the participants had
varying experiences. Growing up, DB had restrictions on what content he could watch and felt
that when he was old enough to watch the movies depicting drugs, cigarettes and drinking, he
was ready for it and could perceive it in the right light. He felt that the parental censorship
worked for him and was necessary to avoid being influenced by this content. However, DA
who had similar restrictions, felt that the restrictions made him rebel, and instead of refraining
from indulging in these habits, it prompted him to try these activities when he was old enough
43
just because his parents didnt allow him to when he was young, reflecting the forbidden fruit
effect discussed earlier. The other participants had no restrictions on the media content that they
were exposed to, instead, they said, their parents sat and watched the movies with them
explaining to them the pros and cons of engaging in these activities. MJ said that his parents
also showed him real life examples of people addicted to drugs, which helped him to make the
decision not to do drugs. (See Emergent Themes from focus group 4 table in Appendix section)
The participants were shown clips from American films and, like the Indian focus groups,
they were provided with food incentives for their time. The first clip on drinking showed James
Bond, an iconic character, play a dangerous drinking game with a scorpion on his arm. The
group felt that by using a male icon, the clip glamorized drinking and defined it as an important
factor in determining masculinity. MJ said:
When I watch that scene I think that not only is he expressing manhood, but I also think
that its a rite of passage because like all the people around him are accepting him in their
community and they are betting on whether or not he can do it. So thats another thing.
Drinking is a competitive thing. Even if you are drinking with other people, even within
yourself you're competing with the other person.
Parental Restriction DG MJ SP DB DA
on content Female
Smoking None None None Restriction Restriction
Alcohol None None None Restriction Restriction
Drugs None Real life None Restriction Restriction
examples
shown as
deterrent
44
MJ also felt that, although exposure to depictions of alcohol use in movies had not
affected his decision to start drinking, it did affect his choice of what to drink and the specific
brand, when he saw iconic characters like James Bond drinking specific brands.
The second clip, focused on smoking, included a collage of smoking scenes from
different movies. SP felt that the scenes, which pictured women smoking, glamorized women
and made them look seductive. Although DA agreed that there was definitely a lot of smoking
and drinking in movies rated G and easily accessed by little kids, he also provided examples of
movies for children in which the bad guy was the smoker, and smoking depicted represents evil.
He felt that these depictions could lead children to view smoking as a bad thing, While watching
movie images of icons smoking cigarettes had not influenced him to start smoking initially, MJ
said that watching these smoking scenes made him want to have a cigarette. Thus, he felt that
movies would help sustain an existing habit by depicting the behavior as cool.
The third clip which focused on drug use featured people under the influence of heroin
and acid. The movie also included images of the negative repercussions of drug usage.
Nonetheless, DG thought the clip might send a message that doing drugs was fun. He said:
They did a good showing of when they did heroin, they were like lets shoot up again
and it kind of shows that, hey its kinda addictive and its a warning against that but its
not really giving a warning. More that they shoot up they are dancing, they are high
having a good time before they are taking Ecstasy and there are no bad side effects for
that. They are having a good time so you can look at it from one side and say its
influencing people to take drugs and its not showing the bad side of doing it. Its just
showing the happy times.
45
DJ said that although the example shown of the movie clip goes on to show the repercussions of
doing drugs, many movies today dont do that and just show the joy of being high.
The participants agreed that movies had changed to include more realistic depictions of
characters smoking, drinking or doing drugs. They said these movies sensationalized this type of
content, though at times, the accurate context the depictions provided was necessary should be
protected. Most of the participants felt that watching movies with this content desensitized their
outlook on people in their peer group who engaged in these activities. They also felt that the anti-
smoking commercials didnt work and that censorship efforts by the government were not
effective. SP, however, believed that there had been a change in the way cigarette smokers were
portrayed in movies. He said:
with drugs, like cigarettes okay thats gone from the cool people do it to kinda now the way
they portray cigarettes with things like the smoke free Florida and everything with the impact
that cigarettes do and they are bad on your lungs. They kinda portray people who do cigarettes
now as idiots more so than [as] the cool kids.
She said that this character stereotyping would be more effective as a deterrent than the
real anti-smoking ads. MJ added that the same was true for stereotyping of potheads as dumb
hippies who are clueless.
However, MJ said that mainstream movies continued to over sensationalize their
depictions of drinking and drug usage, which often could be removed from films, as they werent
adding anything to the plot of the story. However, he admitted that in art house indie movies or
movies where it was contextually relevant, such depictions were appropriate. He said:
If its in the main theme of the movie and is driving the story then that would be good. I
mean coffee and cigarettes. You cant call it a movie; its a bunch of shorts. But I
46
wouldnt say thats overdoing it. The movie isnt focusing so much on cigarettes, they
just do it during the conversations.
The participants also felt that access to and competition with European and French
cinema had changed the way that Hollywood depicted drug, alcohol and cigarette use, making
the portrayals more realistic and organic rather than overly sensational. Participants generally felt
that movies were being used to market drinking and smoking and that, particularly in the case of
drugs, movie producers ought to show the negative repercussions of doing drugs rather than to
show it in a light-hearted comedic light as often happened in Hollywood movies.
The consensus opposed government censorship. DA was concerned about blaming the
industry for youthful decisions to do drugs and smoke. He felt that people should break out of
their conservative shells and accept movies for what they are, entertainment. He said that movies
didnt need to be censored because people had a personal responsibility to determine the
activities they choose to partake in. He also felt that parents should take a more active role, rather
than merely prohibiting children from watching content, initiating a more open approach and
being ready to answer questions children might have about these depictions in movies. In terms
of other government programs to discourage use and abuse of substances, the participants felt
that programs like The Drug Abuse Restriction Education (DARE) in most public high schools
did not work at all. They also felt that movie producers should have creative freedom to depict
whatever they wanted to and that the best deterrent against youngsters developing these habits
would be parental control and self-decision.
47
FOCUS GROUP 5
The second American focus group consisted of four male and one female participant. Most of the
participants had been subjected as children to parental restrictions preventing them from
watching R rated movies. For KK:
it was very important that I was shielded from all this drug use because it definitely is
influential. They [his parents] would monitor what TV channels I was watching. Always
even PG 13 was iffy and had to be parent approved. They just had to make sure what
things were in it, oh, this one has a lot of drug usage and sexual thing. But if it was like
this one has mild humor and my mom was like you can watch that.
Table 5 -Results from Focus Group 5
Parental SJ J KK CS MP
Restriction Female
on content
Smoking Books encouraged None (parent Restricted Restriction none
over TV and smoked) (Based on
movies ratings)
Alcohol Books encouraged None Restricted Restriction None
over TV and (based on
movies ratings)
Drugs Books encouraged None Restricted Restriction None
over TV and (Based on
movies ratings)
J noted that today with tools like Imdb it is easier for parents to monitor content. MP said
that DVRs and other technological advancements also helped parents to monitor the content that
their children watch. CS admitted to alcohol consumption and MP and J only drank socially. The
others didnt do any of the activities. (See Emergent Themes from focus group 5 table in
appendix section.)
48
The participants were shown the same clips that the first American focus group had been
shown. CS said that the James Bond clip on drinking was cool and masculine and created the
impression that drinking was fun and cool, but there was nothing wrong with this in his opinion.
KK disagreed with CS. He said, [in the clip] they [producers] were kinda advocating the death
defying [act] and showing that drinking is super cool and [in reality] its not super cool and
people die all the time.
After viewing the second clip focused on Leonardo DiCaprio smoking, J said that she felt
that seeing an actor smoke so much made him unattractive. However, the male participants
believed that the cigarette made him appear to be cool. SJ said:
It depicted aloofness. Specially when he's confronted by the one guy behind him whos
obviously someone of authority and Di Caprio was aloof and took out a cigarette and
smoked right in his face and he showed it in every scene he was doing it in by just
ignoring people and not showing people any respect at all.
For SJ, the cigarette was used in the scene as an acting device to more effectively portray the
characters personality, which was an acceptable use.
KK objected to the vivid description of how to prepare drugs in the third clip. He said
that it was wrong for the movie to show the details about how to cook heroin or drop acid. He
said:
I didnt know anything about this thing but I feel like I can do that now. It didnt seem
that bad. Its definitely bad. Kids can be watching this.
The other participants agreed with this but they also noted that the movie was balanced because
it also depicted the negative repercussions of doing drugs.
SJ said that he spends more time reading than watching movies because his parents
49
encouraged him to read rather than watch movies because they felt that movies werent art or
instructive. But, like movies, he has found that books over several centuries have included
questionable content such as opium smoking and drinking and depicted these activities with
graphic accuracy and yet there were no restrictions on book content. This brought into the
argument the question whether movies should be classified as having the same educational value
as books and other artistic mediums of expression, rather than as pure entertainment.
What the parties did agree on was that movies have become more realistic over time.
However, KK was concerned that the comedic movie genre was still over exaggerating
depictions of drugs without including portrayals of any negative consequences of drug use. He
described this as idiotic and said that it should be stopped. He said
they're way more liberal in the practices of not just showing sexually explicit scenes
but also drugs alcohol and cigarettes. Drug use used to be so taboo specially in the movie
industry and now its in every movie and its so like they make no big deal out of it all
Seth Rogen films are like smoking and its all cool and its not even a big deal.
MP said that no depiction in movies influenced his habits. CS, on the other hand,
admitted that exposure to movies with scenes of smoking and alcohol use had helped him sustain
a habit and brand placements had encouraged him to try particular brands. However, CS felt that
he was old enough to enjoy his habit and, as long as he moderated his consumption, it wouldnt
affect him.
MP identified a definite issue of product placement of alcohol brands in movies, but said
that it was fine in the U.S. because it was a capitalist society. CS also argued that good directors
were going to explore the limits of realism and not be burdened by morality. Although the
general consensus was that there was some influence from European movies, MP said that
50
generally, rather than being influenced by other movie markets, Hollywood influenced other
movie markets, SJ was not concerned about his peers and other people doing drugs, smoking and
drinking as long as these activities didnt hinder him and his actions. He also felt that the only
way to curb the effect of this type of content on youth decisions to engage in the activity was to
educate children at an early age. He felt that the DARE program did not work because it was
implemented in high school and, by that time, it was too late and the children had already formed
their opinions. He suggested that a program tailored inform children beginning from the age of 6
would be more effective in deterring them from forming the habit. He felt that the government
should not have a say at all in the issue of regulating content and that the only solution was the
early education plan and that other censorship techniques should be removed and the money
diverted to help to find a cure for cancer.
KK strongly disagreed with SJs position, arguing that censorship though limited in its
effectiveness, still warranted a place, as some effect was better than none. KK felt strongly about
removing the content in movies that were using it as comedic relief. KK believed that the
government had a responsibility and a right to regulate content. He said, they do have the ability
to infringe upon things that are in the government interest and creating a hostile society that
allows for illegal activity is in the government activity.
SJ refused to back down from his position that focusing completely on education was the
only way to solve the problem and the effect of censorship was too minimal to warrant its
continuance. He even disagreed with a two-pronged program combining education and
censorship saying that the money could be spent in better helping cure diseases.
KK believed that the movie content had a strong effect on the behavior and decisions of
young people. He said that the depiction of the content was, beyond excessive. I think they have
51
been too exposed to the media through television and movies and it makes them go crazy with
drinking like they watch the movies like project x and then they become animals and shed their
restraint and its definitely a problem and its a detriment to their health. Its really sad. All the
participants felt that parents needed to be more active in monitoring and censoring their
childrens TV habits, along with the education plan in schools. CS and MP felt that the anti
smoking commercials were effective deterrents and the blitz Krieg frame of scaring a viewer
worked. But SJ felt that this content, already present in books and plays, should not be
scrutinized in movies.
52
DISCUSSION AND ANALYSIS
On the clip showing smoking, the Indian focus groups agreed that the depiction showed a
young guy being cool by smoking. TK from focus group 1 felt that ya what I feel is the sense of
accomplishment he feels in smoking, there is a conflict. There are two sides of him within his
head. He feels guilty about his smoking. Guilty because his social life is being hampered and
affected by that. His partner, his girlfriend, she doesnt like it but he still feels that sense of
accomplishment and its accompanied by a sense of insecurity as well. He is hooked on to it
cause it gives him a sense of security. The moment he leaves it, hes afraid of what might happen
to him. MP from the second focus group felt that, if the scene demands something like this
then it needs to be shown. Cause if they show a guy who drinks or smokes because he is stressed,
that just what people generally do. Its a vicious circle, people smoke, thats why its shown in
the movies and then because its shown in the movie, there are some people who smoke. The
third focus group felt that this clip didnt depict smoking accurately and showed a false sense of
cool. They felt that this clip wouldnt have an effect on the audience, as its not authentic
enough. For the most part though they all felt the depiction was youth centric and depicted
smoking as cool.
In the clip shown to the American focus group a similar consensus was reached. They all
felt that smoking was glorified and depicted as cool. The smokers also felt that seeing a scene
showing smoking made them feel like smoking a cigarette as well.
53
On the clip showing Drug usage again in the Indian groups, all groups felt that the clip
was a realistic depiction of doing drugs and that they also depicted being high on drugs
accurately. MP of group 3 said that although they depicted the wrong drug usage for the
sensation depicted, it still was a good depiction of drug usage. BB of group 1 felt that, they are
just showing how they take drugs in the beginning of the song and then being high and you know
thats all they show the feeling of being high. They are not promoting drugs. They just showed a
small how do you say it they are not pushing it in your face, they are just showing what high
feels like. He felt that the movie didnt linger on the usage of the drugs and moved on to the
lighter aspects of the story. TK of group 2 felt that although being accurate, the depiction of
drug usage in movies would not make him do drugs again. Although he admits that he is
influenced to continue smoking by cigarette smoking scenes, Once upon a time even I was
addicted to drugs. In the same college everyone, used to have 3-4 joints daily but past 2 years I
have completely stopped trying to quit smoking, but its not simple. Its very tough to quit
smoking. You quit it for one day, the person knows whos smoking, what happens. They
agreed that in most movies, there is no negative connotation of doing drugs.
Participants in the American Focus groups said that the clips depicted the act of doing
drugs too realistically. They felt that it was age appropriate and meant for an adult audience. DB,
who had proper parental control of such content growing up felt that, well there were for me. I
pretty much couldnt see anything that was not rated for my age group or whatever so I couldnt
watch R rated movies when I was younger anything like that. While SJ of group 5 felt that,
if you look at that clip alone, they went from really focused and they had a plan to make money
and be profitable and as soon as they took drugs their ability to focus went away. And while they
were having fun, it completely ruined any possibility of profitability. He felt that it shows the
54
immediate repercussions on their lives and on the lives of others. They agreed that the clip was
youth centric and both groups felt that its important for movies to show the negative
connotations of doing drugs instead of glorifying it as its dangerous and sends the wrong
message.
On the final clip of consuming alcohol, the Indian focus groups unanimously agreed on it
being the most accurate depiction of college life in India. They all felt that it was also all right for
the filmmaker to depict alcohol consumption in the context of the scene as it was what happened
in real life. However group 2 felt though that it could affect a young audience aged 13 or so to
look on college life favorably and want to drink alcohol. Analyzing the clip BB of group 1 felt
that, He didnt want to show people that drinking is good. See the good thing I like is that he
doesnt get into details about why this guy is drinking, why the middle guy is drinking, why the
other guy is drinking? Its engineering college, people drink youll feel free to you know judge
why they are drinking, you know. We know the background of these characters, one is rich, one
is poor, and one is off a different religion. See he doesnt go into the details. But hes like its
engineering, people are under pressure. Not only engineering, any field. If People are under
pressure, they drink. But, he doesnt portray that clearly. Hes smart. Maybe he doesnt want to
get caught up in all the copyright things. He wants the viewers to think openly about how they
feel or think about it.
Also in group 3 AP looked at it as a necessity saying that, the colleges are hard, there are
no girls around. The guys have nothing else to do. And said that its an acceptable depiction. The
clip was from a movie rated PG 13 and accessible to kids. When asked, group 1 and 2 agreed
that it could send the wrong message though group 3 was of the view that kids at 13 are already
aware of these things and so its acceptable to have such depiction.
55
In the case of the American focus groups, participants all agreed about the influence of
the clip stating that it used an iconic character to depict drinking in a cool light. DG said, as you
said theres generations behind the movie. Theres the classic line in James bond. What would
you like to drink? martini, shaken not stirred. You have that every time. However SJ from
group 5 felt that the clip wasnt focused on the drinking. I really think the drinking part was
inconsequential it was about the way he had to take the glass and drink without disturbing the
scorpion I really think what he was drinking was inconsequential.
Certain trends emerge from the results. First, with very few exceptions, amongst both
Indian and U.S. participants parental controls and restrictions that had been imposed on their
movie watching privileges as children focused on sexually explicit content rather than on
smoking, drinking or drug usage. SA of group 2 said that his father would, however, point out
these activities, warn him not to engage in them and explain the negative effects of the activities.
MP in Group 2 reported that his parents had shielded him from this content as a youngster.
However, instead of negating the desire for it he said that because of this content restriction, he
wanted to try these drugs out himself when he was of age to make a choice. He felt that
censorship didnt work and actually had the reverse effect.
DA, an American in group 4, had a similar experience and is now insistent that parental
restrictions alone will not be effective in discouraging the behavior in adulthood if parents do not
communicate to their children the reason why something is forbidden. In American groups, most
people had little or no restrictions but those who did noted conflicting results and opinions also.
DB and KK felt that parental restrictions had worked limiting access to content with such
depiction until they were mature enough to handle it. The others who had been subject to
restrictions felt that because the content that was not accessible became the forbidden fruit, the
56
restrictions made them want to try the substance even more. The point that came up, again, was
that parents first censor sex and explicit material and are, for the most part, okay with letting
kids watch Cigarette smoking, alcohol consumption and drug usage.
As a follow up to this, AP of group 3 bemoaned that children who were some five years
younger than the age group of the Focus Group were being exposed to more realistic content and
had more access to this content through the Internet. She said it was, therefore, impossible to
have restrictions on the children. Instead she said parents had to approach the issue differently,
informing their children rather than restricting them.
Notwithstanding the lack of consensus on the effectiveness of parental controls, all the
participants across cultures believed that parental control would be the most effective way to
reduce incidences of access to content and preventing use in adulthood. All the participants were
wary of too much government restrictions, and many felt the industry had no moral duty to
temper content to protect the most vulnerable. They all believed it was the parents job to ensure
their child was not exposed to such content. They also felt that it was the parents job to inform
and educate their children about such depictions and they highlighted the need for parents to be
accessible to their children rather than using the remote to change the channel when such
content came up. One Indian group emphasized the need for education in schools on these issues,
which was resonated in one American focus group. The DARE program in the U.S. is aimed at
doing this, but both the American groups felt that DARE program was not working. SJ of Group
5, who was very vocal on the issue of education in schools, suggested that a similar system to
DARE would be more successful if implemented early in the childs life when they could more
effectively absorb the information.
57
The participants all also agreed that government and industry restrictions were limited
and that, although the current censorship tools werent very effective, there werent a lot of ways
to improve on them. For example, an issue that was prevalent in the Indian focus groups was that
even though there was a rating system for movies, it was not being enforced in theatres with all
groups agreeing that it was not unusual for minors to walk into a R rated film. On the other
hand, the focus groups also indicated that there were a large amount of movies that were rated
G or PG 13, which include depictions of drug, alcohol and cigarette usage. Group 5 gave
examples of G rated movies that showed characters smoking and drinking.
The groups were, however, more polarized on the question of whether actors and movie
producers had a moral duty toward their audience for the content they produced. Two groups in
India and one in America felt that actors and the industry did have a moral duty to shun product
placements of such depictions because they had a direct influence on fans. The other groups felt
that being in a capitalist society, it was acceptable, and the responsibility rested with the people
who watched the content to determine what behaviors they would indulge in.
The groups said that movie portrayals of smoking, drinking and drug usage were
sensationalized. Participants in the Indian focus groups, said that in the mainstream Bollywood
movies, the depictions were inaccurate, exaggerated and trying too hard to emulate Hollywood
cinema. A few depictions were accurate, TK of group 2 said citing for example, Dil dosti etc.
(Indian movie, 2007) and delhi belly (Indian movie, 2011) which both had a very positive
impact, show that at this age its quite normal to do all these things. They noted especially Iman
Shahs (Bollywood actress) behavior in Dil Dosti etc. that shows the habit to be very normal
behavior for a college student. Now they are going around here and there you know. There is no,
I mean there is no negative aspect to it. You cannot find anything negative when you watch those
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scenes. The same goes for Delhi Belly also. They show how youngsters behave. They think
its pretty cool and its part of their normal life. AP of group 3 felt that, they have romanticized
it to a great extent and theyve made it like the movie is not about smoking or drinking but
smoking or drinking becomes how you define a character for something which makes no sense.
The American participants also agreed that there are movies that over sensationalize in
depicting alcohol consumption, cigarette smoking, and drug usage. KK of group 5 said there is
an excessive depictions of this type of content in films like this is the end and Project X both
of which depict youngsters having fun on drugs and alcohol with no negative effects. In Group 4
MJ said:
Its more on what you're going for when you say over sensationalization. I think certain
movies do it. We just watched The Internship, and we watched the party scene and we said
they dragged it way too long it was nice that there were tits and everything but like 10 minutes of
the scene we were like good with the first two minutes and could have stopped there. Other
movies do it casually, even Inglorious Bastards where they have a little bit of drinking so I
think some directors over do it and some do it tastefully. Like the Indian focus groups they, too,
felt that such depictions in movies could be reduced and censored while the art-house cinema
production which were intended for adult audiences could explore these issues in more realistic
ways.
Another trend that emerged was that the participants all believed that depictions of
alcohol consumption and cigarette smoking had influenced their attitudes toward drug usage,
alcohol consumption and cigarette smoking. PP in group 1 said that as a child he would pretend
to roll paper and smoke it like the actors in movies.
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AW brought out the example of the anti- smoking ads, which he believed were extreme:
I think that the influence of our attitudes depends on what we have see [sic] of it like
the video you showed of the lady with the hole in the throat and obviously it would
influence [viewers] in such a way that you wouldnt want to smoke cigarettes. But if you
show them something like Rajnikant (South Indian Tollywood actor) then they want to
smoke. Its your perception its whats shown to you.
He said that audience members could be persuaded either to adopt the habit or against it
depending on the strength of the depiction. He validates the use of the anti-smoking commercial
in the US as they send a strong message. They also felt that it depended on the context in which
the content was presented. Thus, if the depiction included the negative effects, it could persuade
people not to use the substances, while if the context was purely comedic and did not reveal
negative connotations then audience members might be persuaded to try them. The consensus in
Group 2, however, was that exposure to the content did not influence attitudes since people
addicted to a habit would continue it, regardless of the message in the movie. The third group felt
strongly about the influence of television depictions of drug, cigarette and alcoholic use on
behavior.
The American groups also agreed that these depictions could have influenced them. CS
from Focus Group 5 said that he doesnt like the smell of cigarettes and as much as he sees
scenes showing smoking, he will never start smoking as a result of watching this content.
However, DG from the fourth focus group said:
I just feel that there is the scene in inglorious bastards its the scene where they are at the
table and their covers blown and he says I dont want to waste good scotch when he takes
the cigarette in his mouth and you see him take the last few drags you know hes going to
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die and there is that moment where you look and feel I kind of want a cigarette now just
because he looks like hes having the time of his life.
DA in group 4 also recorded a definite effect, it has for me. Seeing in a movie I kinda
wanted to try it. I didnt feel the need to, but like at worlds end and doing the pub crawl, I want
to try it when I was younger, and saw someone smoke, I felt like I wouldnt mind trying one.
Others, like SP, felt that rather than movies, other factors such as peer groups and family
had a stronger effect. And on the question of influence, most felt that, although seeing the
depictions made them want to do it, it was only effective if they had already done it before. It
didnt encourage them to start nor did it make them want to try the habit if they didnt want to.
CS from Group 5 denied the effect on himself. He said, I really havent been influenced
by drugs and cigarettes in movies. I cant stand cigarette smoke so watching it on TV doesnt
make me like it, I just feel like I choose what I want.
His position was that if you arent into an activity, nothing will influence you to try it.
KK felt otherwise, I was watching euro trip with my friends they were starting to get into
marijuana and they were like actually wanted to make those (Pot brownie) and perpetuates the
thing. One of my family they are into hardcore drugs and the movies they wanted me to see are
also very drug oriented. I think it has an influence in not only perpetuating the activities but also
introducing them into the culture.
From their discussions on the three clips it was also clear that most participants believed
that depictions of drug usage, cigarette smoking and alcohol consumption would have an effect
on a youth audience.
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While most participants appeared to agree with SPs position, at least two participants,
one Indian and one American, reported that viewing content depicting the use of one of these
substances had caused them to continue in the habit of using it.
Even those participants, who denied that the depictions affected their choices, agreed that
depictions of alcohol consumption, cigarette smoking and drug usage did have an effect on the
young audience. Because of this, they felt that there was a need to change the content in movies
that were accessible to the youth that showed these depictions. On the similarities on the effect
and perceptions, the groups for the most part agree that depiction of drug usage; smoking and
drinking could have an adverse effect on the kids watching it. They all agreed that in the case at
least of mainstream movies, these depictions should be reduced, as they were easily accessible
by children. They felt, however, that the art-house movies should have the creative freedom to
depict realistic actions like books and plays as long as the movies were meant for adults.
In relation to whether they felt that watching movies depicting main characters engaged
in smoking drinking and drug usage had desensitized their perception toward people who drank,
smoked or engaged in drugs, the groups felt that it did not. They said that exposure to movie
characters who did drugs did not desensitize them and cause them to be comfortable with their
peers doing drugs, smoking or drinking around them.
In the case of harder drugs most felt that no amount of exposure to these depictions could
desensitize their perception of use of drugs. The Indian groups felt that smoking and drinking,
were more acceptable socially and they had no problem with friends engaging in these activities
even where they, themselves did not partake. However, most participants were not sure about
drug usage indicating that it depended on the drug in question. Most had no problem with
marijuana, but would not be comfortable around people who used the harder narcotics. They said
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that movies had not desensitized them about those substances. AW in group 1 said:
I think that in terms of the 3 options youve given us, smoke, use drugs and drink
alcohol. Out of those 2, smoking and alcohol have been more acceptable because its legal
and its something that weve been exposed to since we were young. So definitely those 2
are more acceptable than using drugs. But yes, in the time that we live in, even the use of
drugs more acceptable. Id say a bit, not completely but a bit acceptable.
MP in group 2 had a similar perspective, Its not cause its been shown excessively in
movies, he said, but cause its been happening excessively around me as well so Im kinda
getting used to that scenario. I used to be in one my friends hostel and there was a guy who any
time of the day those two buggers would be rolling and cleaning. They would have rolling papers
on the wall.
Of all the groups, Group 3 was the most conflicted on the question because they all
themselves had done or did on occasion one or more of these activities and so felt that they could
not accurately answer as they werent affected by people doing it around them when they
themselves did it.
The American participants felt that although movies contributed to the process of
desensitizing, having people around who engaged in these activities also played a role. There
was a cultural divide between Indian and American audiences because exposure to real people
using the drugs was more common in the U.S. than in India.
The American participants were also more comfortable with peers and other people doing
harder drugs around them. On the issue, DG said:
I can say yes and no to that question cause I feel like Ive seen people take cocaine
before and Im not doing it and I just dont care. You shouldnt take that. Its more or less
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I just dont care so much about it. I dont think it has anything to do with movies. I think
its more so that its not my problem.
However, he did agree that the realistic depictions in movies played a part in
desensitizing him to people doing drugs around him. DB, on the other hand, said that:
I know for me it hasnt desensitized me cause in Scarface you see him stick his face in
coke and Ive seen people do lines of coke and it still is nothing like seeing it for real it
hits you like its real.
The American participants in general were comfortable with people engaging in the activities but
they didnt think that movies had helped desensitize them. It may have played a role, they said,
alongside other factors such as having family, friends and acquaintances who engaged in these
activities.
Group 5s KK took a strong stand agreeing that movies played a role in desensitizing her
and society:
I think the movie industry is so irresponsible for desensitizing our society from
marijuana like specifically over the years. They made it less of a taboo and made it
socially acceptable and just a misdemeanor and its just all benefit. I think they are
responsible like all Seth Rogan movies there have just been a stream of movies, that have
made it okay to use it.
While there were only a few females in the focus groups, there were some notable minor
differences in their perceptions of media content. Thus, while Indian men believed that the
modern depiction of Indian women as lushes who drank and behaved anti-socially was
demeaning to women, female participants were content with this depiction because it meant that
young women were finally being represented effectively in the movies.
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American female participants differed from their counterparts in their view of the clip
depicting Leonardo Di Caprio smoking. While male participants said that the image made him
appear cool, J and SP, the female participants in Group 5 saw his excessive smoking as
unattractive and not cool.
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CONCLUSION
The first research question was how do character depictions and stereotyping of drug,
smoking and alcohol use in films affect the youth audience perspective? The focus groups
largely believed that the effect of images of lead roles in films indulging in activities such as
drinking, smoking and drug use was to glamorize these activities for children audiences and
make it more likely that they would also engage in these activities when they were old enough.
This was exacerbated in recent times, they said by the increased accessibility of this content to
this age group through new technology, ineffective rating systems and systems for enforcing the
rating system in the movie theaters in India.
The participants also mainly believed that, while exposure to this content would not cause
them to adopt a new habit, it could encourage them to decide to continue to engage in an existing
habit. Additionally, most who did not believe in using drugs said that exposure could never
encourage them to do drugs. Nonetheless, they did believe that exposure to the content could
have an effect in encouraging other youngsters to do drugs, indicating there could be a third
person effect, wherein the participants do not believe that they are affected like others by content
they watch.
Participants felt also that exposure to the content had served to desensitize them to
incidents of people engaging in these activities in their company, although the Indian
participants, except for those who engaged in it themselves, and most of the American
participants generally were not open to peers doing hard drugs in their company.
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Generally, then, participants felt that there was an effect in both encouraging use of, and
desensitizing youngsters to the use of the substances.
The second research question focused on whether censoring or restricting access to this
content portraying smoking, alcohol and drug usage would lead to a negative perception toward
the use of the substance by children. The unanimous position of the focus groups was that the
most important censorship should come from parents, rather than imposing restrictions on the
industry or using government censorship. Most participants in India didnt have restriction on
content depicting smoking, drinking or drug usage but mainly restrictions on sexual content.
Though those who did have restrictions mentioned their effectiveness and have avoided doing
these activities in real life. SA from group 2 and AP from group 3 had parents that informed
them of the negative impacts of the activities and felt that this method was really effective. AP
also felt that parents should be accessible and children should be able to approach them with
queries. Only MP from group 2 mentioned that when something was forbidden, he felt the need
to try it. That was the only case of negative impact of parental restriction. They also felt that
rather than restricting access alone, parents should inform children of the negative impacts of
doing these activities.
The same was true for focus groups in America. Most participants in these groups had
some form of restriction when they were younger. In some cases it was really effective and
deterred the participants from doing the activities even when they were of appropriate age.
However in a couple of cases again, the forbidden fruit theory became relevant. DA in Group 4
mentioned that not being told why something was restricted to watch, made him want to try it
even more. On the whole, the American participants had more restrictions than Indian audiences.
But both groups did show very little negative impact from parental restrictions. They also agreed
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that information is a much better deterrent than just plain restriction as it informs the children of
why they are being restricted from watching movies or TV with cigarette smoking, alcohol
consumption and drug usage.
The third research question, was are there any similarities or differences between the
perception of the Indian and American youth about the effects of and views about depicting
images of people smoking, using drugs and alcohol consumption in regard to their respective
film industry? The answer was for the most part yes, there were similarities between, firstly, the
depictions of such activities in both cinemas. The Indian groups were unanimous in the belief
that Hollywood had been an influence on Indian movies. AW in group 1 said that:
Okay so I believe the Indian movie market has been on a bit of the conservative side
because its India. The culture obviously plays into the movie market. Todays youth is
definitely exposed to the movie market from the US and in Hollywood, alcoholism and
smoking has always been acceptable. Drug usage has always had a more lenient view. So
when they look at that and want to ape that, definitely it influences our markets also
because they want to follow the American trends, they want to follow the western trends.
So todays directors or moviemakers will definitely follow those trends because they
want to get a share of the market as well.
Group 2 agreed that not only did they get inspired, but most mainstream movies were
remakes of popular Hollywood films. Group 3 participant NA agreed but felt that Indian cinema
was doing a poor job of ripping Hollywood movies. He did feel that some movies were
influenced in better ways to create more original content.
Nowadays movies are becoming a little too bold if you see the trailer for Masti
(Indian movie, 2004) or Delhi Belly its a big thing to show a guy getting a boner and
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most people didnt understand the scene and no one is laughing.
The point of difference between the two countries based on the focus groups was firstly
their view about drugs. Because the Indian participants were not as exposed to harder drugs, they
werent happy with the depiction in movies. The American groups for the most part felt that it
was common in their society and that they were already exposed to it through families and peer
groups and so were more comfortable with peers engaging in it.
The second difference related to the parental restrictions. For the Indian groups,
restrictions imposed, mainly related to sexual content, while the Americans had restrictions on
all explicit or mature-themed content. But on the whole all groups had similar perspectives and
outlooks on the issue. There should be some serious concern, as an aside, that Indian parents are
not censoring movies that include scenes of drug, alcohol and cigarette use since Ross et.al
(2013) found that early access to such content does have an effect on an adolescent audience.
The groups also had several areas of agreement across the two cultures. First, there is
definite concern about the depiction of alcohol consumption, drug usage and cigarette smoking
in movies and youth perception. For the most part, there was agreement that this content is,
firstly, easily accessed by kids and, secondly, could affect them in the long term.
They also unanimously agreed that the best way to censor or restrict such content was
parental control. The study found that participant perception on governments was that they were
not effective in censoring and their anti-smoking, or drinking ads were having a minimal effect.
The groups from both countries felt that over restricting content, parents need to educate the
children and inform them about the demerits of these activities or risk having their children
wanting to explore these things on their own.
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They also suggest that actors and the movie industry may have a moral duty to their fans
not to waylay them for a quick buck and could, instead, help depict the demerits of drinking or
smoking. The groups agreed that alcohol companies and cigarette brands were employing
product placement in movies to persuade a young audience to try their brands and it was having
the desired effect as most participants admitted to being persuaded to try a brand from seeing it
in movies. They also agreed that subtler subliminal marketing techniques were also employed
where they didnt just market the product but the act of smoking and drinking by not showing
any negative consequences.
In this paper the researcher suggested several theories that might be applicable. Based on
the results the theories that seem to be most relevant in the case of these participants are
stereotyping in movies, cultivation theory and persuasion.
Stereotyping was identified as a theme in movies depicting these activities by most of the
participants. These stereotypes included the masculinity of iconic characters such as James Bond
who are depicted playing drinking games. It also included in the Indian cinema the feminine
drunk and the student who reveals everything under the influence of alcohol. Participants from
both countries also identified the comedic drunk. The Indian participants felt that the comedic
drunk was shown in earlier cinema and the depiction was always embellished. The American
particants agreed that these depictions were embellished, but felt that this stereotype was
becoming more prevalent in American movies today and didnt show the negative impact of
doing these activities.
The effects of consuming these depictions over a period of time was also obvious in these
responses, with one participant mentioning the cyclical nature of movies influence from real life
and in reciprocation, their influence on the younger generations perspective. Participants in the
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American groups admitted, also to the influence that media had on their brand preference.
Persuasion effects were also obvious since participants indicated that watching content
would not cause them to adopt the habit, some admitted that exposure to these images had
caused them to continue a behavior.
Although third person effect was not one of the theories outlined in this thesis, there is
some evidence of this in that while participants indicated that they, themselves would never be
influenced to do drugs by watching content in movies, they were of the opinion that youngsters
exposed to this content could be influenced to engage in all these activities including drugs.
This study was successful in showing that the depiction of drug usage, smoking and
drinking and how these activities are perceived by young kids is an important issue to be
examined since it could have long term effects and needs to be controlled through informative
means in combination with existing censorship tools.
This study also demonstrates that this issue is a global one and needs to be studied further
to find better, long term solutions to control content in movies and access to young kids who are
easily influenced by these depictions. This study also validates prior research done on the topic
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LIMITATIONS
The results of this study represent five focus groups of five to six people and can by no
means be said to represent the universe. It was a qualitative analysis of 26 participants
representing two movie markets. Although their opinions are valid and their reasoning sound,
there is always scope for error. It was, nonetheless, appropriate to focus on a youth perspective
for this study since an analysis of prior research showed that very few studies looked at the youth
perspective and since this was the audience most affected by depictions of drug usage, cigarette
smoking and alcohol consumption, it was valid to get their opinions first hand on the issue.
The study had fewer female participants than male and could have benefitted from more
female perspectives. One more American focus group would have also helped consolidate the
study from the American audiences perspective. The study could have been strengthened by
conducting focus groups with older people, aged between 35-49 as they would fulfill the parental
bracket. It would have also helped to not only include other movie markets but to conduct a
mixed focus group with participants from both movie markets discussing the issue together. In
the long run, if there is a desire to have more empirical statistics, a quantitative study should be
done on the same population and other similar populations. Despite this, the study was designed
to answer these research questions, and provide a start to comparing movie effects across cultural
markets and using the focus groups garnered a mixture of opinions that consolidated the
relevance of the issue in both Indian and American cinema with respect to effects on the youth of
both movie market.
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Drugs: Education, Prevention & Policy, 9(2), 133-141. doi:10.1080/09687630110119161
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http://articles.latimes.com/2000/sep/11/news/mn-19093
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payne-review-2
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alcohol-use-among-indian-adolescents/
76
APPENDICES
APPENDIX A: EMERGENT THEMES FROM FOCUS GROUPS
Table 6 - Emergent Themes from Focus Groups Tables
Issue Group 1 Group 2 Group 3 Group 4 Group 5

Authenticity/ Agreed, and felt Agreed and Felt that only Agreed. True for art-
Realistic of it growing with felt that a few movies house
portrayals current cinema depictions were serious
were getting improving movies,
more organic while others farcical for
with time. were mainstream
resorting to and
clichs comedies
Sensationalis Felt it was It was present Agreed but Agreed for Agreed
m in contextual to the though alright felt it was mainstream
portrayals type of movie. in adult alright as movies that
themed movies are go too far.
movies but meant to
unnecessary embellish
in mainstream
movies
Exposure to Agreed. And felt Felt it had All Disagreed Agreed. But
content it was a growing merit though participants with regards felt other
desensitizes effect for drugs also felt it was did one or to drug factors like
viewers to part and more of the usage family were
issues parcel with activities and also relevant
current felt the
changing question not
trends in real applicable
life
Exposure to Agreed and felt Felt external Felt other Agreed Agreed.
content it true for young factors had a factors more
encourages children bigger impact responsible
behavior like peer
groups
77
Table 6 (Continued)
Exposure Agreed They agreed Unanimously Agreed for Agreed only
helps to for smoking agreed both for drinking
sustain an scenes but not smoking
existing habit drugs and drinking
scenes
Increased Agreed. Lax Agreed. Agreed. Agreed. Agreed
accessibility restrictions from Specially
of children to parents and older
movies government movies
responsible
Forbidden Didnt feel it One person Felt it was Agreed Agreed
fruit effects affected them agreed. true.
Censorship Felt it was Was working. Not very Not Needs to be

by ineffective and Could be effective effective stronger
government cumbersome better
Parental Was most Necessary. Vital Necessary Effective

responsibility important and But needed to but with and
needs to change. change changes necessary
from current
trends
Moral Mainly for actors Felt They are They should Mixed.
responsibility who are idolized actors and be allowed Some felt it
of movie by fans are acting. Its to explore needed
makers not their job their control for
to be morally creativity mainstream
conscious. movies
while others
felt it was
fine.
Feminine Farcical and The men felt Men felt it N/A N/A
stereotypes in derogatory it was a was negative
India towards women. negative while the
depiction but female
the female participant
participant felt it was
felt it was accurate and
emancipating justified
and needed.
And would
moderate
itself over
time.
78
Table 7 - Emergent Themes from Focus GroupsGroup 1
Issue P1 (AT) P2 (PP) P3 (AK) P4 (BB) P5 (TK) P6
(AW)
Authentic Agreed Agreed Agreed Agreed Agreed Agreed
ity/Realis
tic of
portrayal
s
Cigarette Social drinker Social Doesnt Alcohol Social Both
smoking drinker drink or drinker and drinker alcohol
and smoke occasional and
alcohol smoker cigarette
consumpt s
ion
Sensation Agreed and Agreed Agreed Agreed Contextual Context
alism in felt it could be specially in to type of ual but
portrayal curtailed female movie true in
s characters some
cases
Exposure To some Agreed Agreed Agreed. Agreed. Only for
to content extent. Though felt drinking
desensitiz it was on and
es perception smoking
viewers level
to issues
Exposure Agreed. Agreed Agreed Agreed Agreed Agreed
to content though though though
encourag some some some
es movies movies movies
behavior discouraged discouraged discoura
such such ged such
activities activities activitie
s
Exposure No comment Agreed Agreed Agreed No Agreed
helps to comment
sustain an
existing
habit
Increased Agreed Agreed Agreed Agreed Agreed Agreed
accessibil
ity of
children
to movies
Forbidde Didnt feel it No No Agreed Disagreed Disagree
n fruit relevant comment comment d
effects
79
Table 7 (Continued)
Censorsh Ineffective Ineffective Ineffective Ineffective Ineffective Ineffective
ip by
governm
ent
Parental Mainly on Ineffective Mainly on Mainly on Effective Effective

responsib sexual sexual sexual
ility content. Not content. content.
present but Ineffective Needs to
needed for change
future
Moral Agreed Agreed Agreed Agreed Agreed Agreed
responsib
ility of
movie
makers
Feminine Negative Embellished No Derogatory Negative Negativel
stereotyp portrayal and absurd comment influence on y depicted
es in women
India
80
Table 8 - Emergent Themes from Focus Groups Group 2
Issue P1 (MP) P2 (TK) P3 (SA) P4 (EH) F P5 (SK)
F
Authenticity/Realistic Contextually Agreed Agreed Has Agreed
of portrayals valid changed
with time
Cigarette smoking and Smokes and Smokes and Doesnt Has had a Doesnt
alcohol consumption drinks regularly drinks drink or drink or drink or
regularly smoke two smoke
Sensationalism in Contextually Agreed Too much in Agreed Agreed
portrayals relevant in some mainstream
movies movies
Exposure to content Has desensitized Has Hasnt To some Hasnt
desensitizes viewers to desensitized desensitized extent desensitiz
issues ed
Exposure to content Agreed To some Agreed Agreed Agreed
encourages behavior extent
Exposure helps to Agreed Agreed but N/A didnt To some N/A
sustain an existing not for drugs do any extent didnt do
habit activity any
activity
Increased accessibility Agreed Agreed Agreed Agreed Agreed
of children to movies
Forbidden fruit effects Agreed Agreed Didnt agree To some No
extent comment
Censorship by Not to good Not effective Worked Adequate Adequate
government
Parental responsibility Mainly on Not effective Effective Needed to Effective

sexual content. as parents change
Some for of werent
restriction accessible
though
ineffective
Moral responsibility of Some Agreed Necessary Agreed Agreed
movie makers
Feminine stereotypes Negative Negative Negative Felt it Felt it
in India portrayal depiction depiction necessary necessary
in todays in todays
market market
81
Table 9 -Emergent Themes from Focus Groups Group 3
Issue P1 (AG) P2 (NA) P3 (VT) P4 (AP) F P5 (MP)
Authenticity Agreed Disagreed felt To some Agreed felt Agreed
/Realistic of movies were extent movies were
portrayals receding to improving
clichs
Cigarette Drinks Does it Does both Drinks and Does it
smoking regularly frequently regularly smokes frequently
and alcohol
consumptio
n
Sensationali Agreed Too Agreed too Romanticized to Agreed and
sm in Americanized many a great extent felt depiction
portrayals positives or was
negatives inaccurate
Exposure to Not applicable N/A N/A N/A N/A
content
desensitizes
viewers to
issues
Exposure to Agreed Disagreed felt Felt movies Felt movies Other factors
content other factors were fictional were fictional like peer
encourages more and it was the and it was the pressure.
behavior responsible person person decision
decision
Exposure Agreed Agreed Agreed Agreed Agreed
helps to
sustain an
existing
habit
Increased Agreed Agreed Agreed Agreed and felt Felt kids
accessibility that children today were
of children today were getting
to movies getting exposed access a lot
sooner earlier
Forbidden Felt it was Felt other Agreed Didnt agree Agreed
fruit effects valid factors
contributed
Censorship Ineffective Not working Silly Needed to Not working
by improve and
government educate children
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Table 9 (Continued)
Parental On sexual Not present Mainly on Affective and On sexual
responsibili content mainly but needed for sexual of paramount content.
ty future content. Not importance Needed to
effective change
Moral Some Felt it was To some Not Not
responsibili persons extent responsible as responsible
ty of movie responsibility they are actors
makers
Feminine Negative Not showing Negative Accurate and Embellished
stereotypes depiction women in a depiction authentic. and
in India good light Actors acting inaccurate
and nothing
more
83
Table 10 - Emergent Theme from Focus Groups Group 4
Issue P1 (DG) P2 (MJ) P3 (SJ) F P4 (DB) P5 (DA)
Authenticity Agreed Agreed Agreed Agreed Agreed
/Realistic of specially for
portrayals art-house films
Cigarette Does it Drinks a lot. Nothing. Has Drinks on Drinks
smoking frequently Smokes tried the occasion, heavily.
and alcohol occasionally activities Smokes
consumptio occasiona
n lly
Sensationali In some movies Felt Too much Agreed In some
sm in its accurate and mainstream emphasis on cases it is
portrayals depicting real movies went the activities accurate
life too far in
depiction
Exposure to Agreed Agreed Disagreed Disagreed for Agreed
content specially for hard drugs
desensitizes alcohol and
viewers to cigarettes
issues
Exposure to Agreed Didnt agree. Didnt agree Agreed Agreed
content Felt movies depiction could completel
encourages didnt affect y.
behavior influence perception
habit.
Exposure Agreed Agree also Disagree Disagree Agree
helps to with brand
sustain an placement
existing
habit
Increased Agreed Agreed Agreed Agreed Agreed
accessibility
of children
to movies
Forbidden Some effect No effect No effect No effect Agreed
fruit effects
Censorship Moderately Not effective Effective Too much. Ineffectiv

by effective Makes it e
government unrealistic
84
Table 10 (Continued)
Parental Some Shown real Not present. Very effective Not
responsibilit restriction. life scenarios. Parents need effective
y Need to be to talk to at all.
accessible their kids Parents
with about need to
information content. give
informati
on
Moral Didnt agree. To some Needed to be Needed. In
responsibilit Creative extent mainly responsible some cases
y of movie freedom needed for
makers mainstream
movies
85
Table 11 - Emergent Themes from Focus Groups Group 5
Issue P1 (SJ) P2 (J) F P3 (KK) P4 (CS) P5 (MP)
Authenticity Changing with Agreed Accentuated Looks cool and Getting
/Realistic of time and awesome more
portrayals embellished realistic
Cigarette Doesnt drink Social drinker Doesnt Drinks on Rare beer
smoking or smoke drink or weekends and or two
and alcohol smoke socially now and
consumptio again
n
Sensationali Contextual Agreed Agreed and They Felt the
sm in felt negative sensationalized good
portrayals depiction but it was okay came with
will less the bad
Exposure to Desensitized. Agreed Agreed Felt that External
content But by other movies also factors
desensitizes media factors show negative
viewers to effects and act
issues as deterrents
rather than just
desensitize
audiences
Exposure to No comment Didnt have an Agreed Felt it was Disagreed
content effect specially for personal
encourages younger preference
behavior audiences
Exposure N/A didnt do Didnt think it Didnt do the Helped choose Disagreed
helps to the activities did activities what to drink.
sustain an Not true for
existing smoking
habit
Increased Agreed Agreed Agreed Agreed Agreed
accessibility
of children
to movies
Forbidden No comment No effect No effect. No effect. Felt
fruit effects his activities
were age
appropriate
Censorship Needs to Adequate Moderately Effective. Effective
by incorporate effective if effective. DARE
government education perceived by Needs to program not
programs from children censor effective
early age content
86
Table 11 (Continued)
Parental Some. TV Some. Very Ratings system None
responsibilit discouraged effective. of movies
y
Moral Other media No comment Absolutely. Not Actors are
responsibilit like books They are responsible responsibl
y of movie already has responsible e
makers such content
87
APPENDIX B: FOCUS GROUP TRANSCRIPTS
FOCUS GROUP 1TRANSCRIPT
Interviewer: Zain Merchant denoted as ZM in interview
Interviewee: College students denoted with initials in focus group
Interview Setting: focus group conducted in closed room at.
The Transcriptions are Verbatim. However the long pauses when the interviewee thinks or
pauses were removed. Grammatical errors were not changed, as that is how the interviewees
spoke during the focus groups.
ZM Alright I am going to start my first focus group. time is 5 minutes to 2 and the topic of the
focus group is a study in the depiction of drugs alcohol and cigarette addiction in movies and its
perceived effect on a young audience. Its a comparative study between American and Indian
cinema and its respective audiences. Right, before I show you the clips and start of the questions,
lets go around the room and introduce ourselves. What I want is, your name. your educational
background, where you studied, what are you studying now. And what else. Lets do something
fun. Give me your favorite movie, Hindi, English. Doesnt matter. Anything, doesnt matter and
give a brief description of the movie. Lets start with you.
AT Hi. My name is AT. Last year I completed post graduate in management specializing in
marketing. My favorite movie, let me think about it.
ZM Okay, we will come back to you.
PP Hi, Im PP. I am doing CEA, CES and completed my course work in M.Phil. Dissertation is
going on. I am a visiting lecturer at symbiosis institute of computer studies and research. And if
you had to take my favorite film, it would be muglaiazam.
ZM Muglaiazam? Can you give me a brief description of the film?
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PP its just a love story between Saleem and Anar Kalee and the opposition they faced from
Saleems brother Akbar.
ZM and its an old film?
PP its a very old film. Its a classic.
ZM okay thanks.
AK Hello, my name is AK. I hold a masters degree in business administration, with a focus in
marketing. For my favorite film, its up in the air, released in 2009 with George Clooney. I think
its a fun film with a good mix of philosophical thoughts and its a fun movie to look at.
BB Hi, Im BB. I have completed my engineering in IT and my favorite film is the count of
monte cristo. Its a story about, you know, how life treats you and you want to hit back and you
know its about all the consequences that happen, you know even, you have the high hand and
things dont go your way. Its about revenge and how its not too important.
ZM Thanks.
TK My name is TK and Im in my final year at Law school and my favorite film would be
Satya. Its about this ordinary man who comes to this city of Mumbai to fulfill his dreams but
ends up becoming a gang lord. It shows the rise to power and to reach that level, the sacrifices
you have to make.
AW Hi, my name is AW. Im in my final year of BA right now. My favorite film would be
Tropic Thunder. Its a bit unconventional but I like it because, its not too serious. It parodies the
characters they are supposed to be themselves. Like they are supposed to be these pre madonas
and they go out there and everything that they think and they do gets changed and they get a dose
of reality and I like that, the way thats juxtaposed in the film.
ZM Thanks guys. Now, for the rest of the duration, I encourage you to focus on Indian cinema.
89
You can mention Tollywood or any other regional cinema in India, thats fine. So Im gonna
show you a few clips just to get you in the mood. Alright. Feel free to make notes. Any
questions, ask them. After the clips I will want a reaction from you about those clips from you.
Okay.
First clip shown No smoking (about depiction of smoking in films)
ZM alright guys take a moment and collect your thoughts. If you have anything to already say
you can say it. This was from no smoking, 2006 okay.
PP This film had a character, Baba Bengali who helps him to get rid of the addiction.
ZM what do you think of the depiction, first of all of a young guy sitting in a bath tub, good
physique all his thoughts on smoking.
BB - thats the first impression you get. He thinks its cool. That was the first impression but as
the scene progressed it was more about I dont know something like
AW a form of rebellion perhaps? Because like you said in the beginning it was about looking
cool and good but later on as the scene progressed and the story is mentioned in the background
and you see the scene with the mirror and he says no one tells me what to do and in a way he
goes to the psychiatrist I think who is trying to wean him off his addiction and he has I guess a
complex where he doesnt like having people tell him what to do. So the psychiatrist tried to get
him off his addiction, so he keeps on smoking. In a way its a form of rebellion.
BB Ya, hes obsessed with smoking where he doesnt know why and he doesnt care. Thats
what the scene I thought showed.
ZM Right, anyone else?
AK Reality has been captured really well, showing a man who is addicted to smoking, alcohol.
Everyone feels thats and nobody wants to be told what to do.
90
ZM you made a good point when you say everybody feels that. Is that true in reality? Do you
feel, its cool and looks cool and thats one thing but in reality is everyone a John Abrahim.
AK in their mind. Ya everybody feels that.
ZM we will come back to that. Thats a good point. Anybody else. You good TK
TK ya what I feel is the sense of accomplishment he feels in smoking, there is a conflict. There
are two sides of him within his head. He feels guilty about his smoking. Guilty because his
social life is being hampered and affected by that. His partner, his girlfriend, she doesnt like it
but he still feels that sense of accomplishment and its accompanied by a sense of insecurity as
well. He is hooked on to it cause it gives him a sense of security. The moment he leaves it, hes
afraid of what might happen to him.
ZM Im going to move on to the second clip. I saw Go Goa Gone very recently and thought
this clip kinda worked. Its a song. This one is on drug usage with some alcohol consumption.
Second clip Go Goa Gone
ZM alright guys take a moment to right your thought down and be ready to share. How many
of you guys saw this film (Unanimous no). I liked it.
AW You liked it? Better than walking dead?
ZM Better than Resident Evil. Not walking dead.
BB lets get back to it guys.
ZM all Im saying is in context to resident evil. Once again this was from go goa gone, 2013,
youth again. Smoking up. Chillums, drugs, pipes, hookas, tobacco content in it. Drinking a lot.
Whats interesting and the reason I chose this was that it depicted in a fashion their sense of
being high with the kaleidoscopic images.
BB - thats one thing I liked about this song, they are just showing how they take drugs in the
91
beginning of the song and then being high. and you know thats all they show the feeling of
being high. They are not promoting drugs. They just showed a small how do you say it they are
not pushing it in your face, they are just showing what high feels like.
PP I disagree with you (Others agree with PP) the reason being is that the first line is Babajiki
boote that line is used and the person who hears it for the first time and wonders okay what is
babajiki boote. He would be inclined to dig it deeper. Okay let me at least try it once or let me
learn about it. Thats the basic. And then he uses frustration mein potion so okay let me try it
when I'm frustrated. That is mostly negative. 101% negative though it does not actually intend to
do it people will be inclined to try it.
TK They are showing the effects of being high in a positive way.
BB Ya.
TK as you said they are not promoting drugs but they are showing the high of doing drugs in a
positive way. So a viewer see that and he might construe that as a good experience and he might
be as P said inclined to do it.
BB Thats what I meant.
AK They are showing it in a positive way. The impact is negative
AT no where in the scene have they shown what they are actually doing. Its just that they are
getting high and in their minds its the only thing in their mind. Ganda boss ho, girlfriend ke sath
jhagda ho this is the solution to all your problems.
AK curiosity killed the cat. Its a big push for people.
ZM Exactly
TK - Because when you are a child, you are being told that drugs are very bad and alcohol is
very bad but then you see such films and teenage curiosity overcomes what you have been told
92
and then you go and do it.
AW - I agree with the views
ZM - (To BB) have we changed your views?
BB no. my view was that. See they dont push it in your face. They dont show it in every
scene. If you watch it again they just show the actual smoking scene, the taking it in in the first.
The rest they show them enjoying, the Asian chick dancing. They are showing negative things
but they dont push it in your face.
ZM okay fine. Thanks great. Lets move on to the third one. Sadly its not particularly
great(quality). I tried finding a better one. Its from three idiots. Feel free to give examples of
scenes with drinking in it. There was drinking in both earlier examples as well.
3rd clip 3 idiots
ZM Alright sorry about that. You guys fathom anything form it? The scene was from 3 idiots.
2009 I will make sure I get the dates from Wikipedia. The scene was of three students sitting on
the steps of their university, drunk where I think drinking is illegal.
BB Right.
ZM Drinking and talking about their life. Note their behavior, their antics, their lack of control
on their diction and ya, anybody got anything?
AK the only thing I get from it is that people talk a lot when they drink. Basically. Their
probability is very low. They speak their heart out. What they actualy feel just because they dont
have much control on themselves. I think thats in a way a good thing.
BB ya I think thats actually the point the director made with that. He didnt want to show
people that drinking is good. See the good thing I like is that he doesnt get into details about
why this guy is drinking, why the middle guy is drinking, why the other guy is drinking? Its
93
engineering college, people drink youll feel free to you know judge why they are drinking, you
know. We know the background of these characters, one is rich, one is poor, and one is off a
different religion. See he doesnt go into the details. But hes like its engineering, people are
under pressure. Not only engineering, any field. If People are under pressure, they drink. But, he
doesnt portray that clearly. Hes smart. Maybe he doesnt want to get caught up in all the
copyright things. He wants the viewers to think openly about how they feel or think about it.
AK another thing you see is how adventurous it is to do things that are not permitted and
drinking.
ZM Like guilty pleasure?
AK - Not exactly its adventurous ke mein college mein drink le raha (I am drinking in college)
BB - and after dark. The place could be of significance you know they go to some secluded
place to drink. That could be a way of saying that people should go to jungles or
PP my view is different to it. We know the protagonists. And contrary to his career steps.
Those people might be drinking from career frustrations.
ZM it comes back to the same point about drugs, you use it to get rid of your angst and your
pain. In this case career.
PP it is pain but here it is more minute difference. Tiny difference. Here they are working and
they are not able to reach to that specific destination. And here is they are going for fun. They are
aware of their responsibilities and yet they are able to do nothing about it. The circumstances are
not in their hand.
AT koi khushi mein peta hai, koi gum mein peta hai (some drink in joy, some in sorrow) kind
of.
PP no no.
94
TK it is more like the drinking brings out your hidden feelings, they might be suppressing it in
their hectic day to day schedules and everything. So they gather at night, they drink and its a
special kind of feeling.
BB&TK Opening up.
AW its interesting that in both the movies, go goa gone and 3 idiots, in both the movies the
drugs and the alcohol was a way out, an outlet out. But it seems that people accept alcohol more
than drugs. Because in Go goa gone, it was pretty obvious that they were referring to marijuana
and in 3 idiots they refer to alcohol. Now in the US marijuana is generally not seen as a hard
drug. It is seen as a soft drug. But here in this country it is looked on as a drug as essentially a
part of spectrum as such. Even if it is soft of hard, they dont make a distinction. Its a drug. Its
bad. On the other hand alcohol is more acceptable because, I dont know its a perception of
society but alcohol is way more acceptable than doing a soft drug.
ZM thats an interesting point.
AT - I have a point to add. In this film the protagonist, Aamir Khan is shown as a rebellious. He
rebels against all the problems, all the engineering students in India face and he has shown kind
of a solution how you can solve this problem, reaching excellence and everything. So maybe
people of his age doing engineering, might think that it is cool and it is a way to get out and we
need to do this. And they might be inspired by such kind of scenes. Consumption of alcohol and
the engineering student, obviously that is high.
ZM Good point.
TK I would like to conclude by saying that it shows the stereotypical attitude of the people in
society which prevails where the parents think that if the child does medicine or engineering he
will make a good life for himself and thats what shuns them from looking into the childs talent
95
and thats what Aamir khan is trying to convey. Hes like you do whatever you want tells the
other actor to become a photographer, the other actor to be a blogger. He tells them to do thing in
which you would be successful and you want to do. Its also showing the negative background of
the Indian society which we see everyday.
BB one point I would add to his is that even Aamir Khan, he is not showing himself as Mr nice
guy, not the perfect student or citizen. That ya, even if he does bad things, he shows that its okay
to do bad things. That people, like he said, its the mentality of the people that oh he drinks no
matter how good he does, he drinks, he is a bad person.
TK same thing like oh my son is not doing engineering, whets he going to do. Like if you are
a parent, the neighbors come and tell you, ye age kuch nahi kar payenga (want progress in life)
ZM so wait a minute, you are saying that this scene in the guise of alcohol, is actually a very
socially relevant issue that he is bringing out.
PP - in a proper way its trying to put out why do people resort to it?
ZM so you are justifying the reason for doing it?
TK &PP yes
BB - and irrespective of them showing it or not, it happens everywhere.
AT it reminds me of my post graduation days. Ke yaar exam mein to kuch bhi likh dalenge,
doesnt matter. Chal daro peeta hai, (forget the exams, we can write anything, lets get drunk)
well get the booze or whatever. There was no reason for that. We just wanted to spend that night
without worrying about the studies. And in the morning we will get up at 5 am and start of the
day.
ZM right so we good? Lets get into the questions. What were the restrictions if any put on you
while watching movies? What were the privileges you were allowed in watching movies? What
96
were the censorship done by your parents in regards to these films?
PP and AK no restrictions
TK when I was a child, I was restricted from watching sexually related movies. Movies which
showed any of the private parts or anything or in the background they played sex. But I wouldnt
say it was a hardline restriction, like my parents wouldnt be around to see them. Maybe once or
twice they told me you arent of correct age to watch this. They never punished me.
ZM so you were restricted in sex but not in something like say even depiction of cigarette
smoking.
PP one restriction would definitely have been please sleep on time so thats the only restriction.
AW - He is making a good point, sleep on time. Essentially you were barred from late night
movies which was when those types of movies depicting sex and drug usage used to come on.
Thats a good point. Thats in a way a restriction on its own.
AK and I dont think any family would openly discuss that this is a film you should not watch.
And if you are watching TV with your family and there is some scene going on the father just
changes the channel. That is the signal.
ZM and thats what happened in your household?
AK Ya definitely.
BB like you changing the channel and something shady comes on and you get that feeling that
you know dont let them dont give them a chance and just change the channel quickly.
AK we are watching a film for half an hour and its very interesting and next part. And my dad
is there and a scene comes up and he changes the channel and I go what the hell. And I get that
my father doesnt even want me to think about it.
ZM okay now let me rephrase it this way. You talk about sex and sex being the culminating
97
thing here and not alcohol nor drug usage. Say you end up watching go goa gone at home or in
the theatres, there are no restrictions in theatres even if the film is A rated and this scene pops in
of them smoking for about three minutes and the psychedelic effects of drugs. You feel that your
parents would not stop you from watching that scene? Shouldnt they? In your opinion.
TK well in the 90s when we were growing up, the censorship rules and the laws were a bit
relaxed. On the other hand as we discussed, parents, okay they were quite aware of the sex
scenes and sex related things to prevent us from seeing that, to come in contact with that. But
when it came to alcohol or smoking, they probably might be unaware or ignorant towards the
effect it would generate after the child would see such things. And nowadays, all over the world
you see the censorship laws have become more frigid and they are advertising it before the
movie begins to ban smoking and at least smoking stuff. And at least in the movies they put a
disclaimer on it. So the awareness is coming. Earlier it wasnt there. Parents were like okay he is
watching smoking, drinking, so let it be. And sex is considered a much bigger taboo.
BB and there is one more thing that, like you said they should do about it. Our parents did do
something about it. If we put a pen in our mouth and mimicked smoking, at that time, they
punished us and all that and at that time they would take action. But they wouldnt take action if
you werent doing anything, if you were watching and it had no influence.
AT I guess, smoking and alcohol is quite common in India. And socially permitable.
TK and many children have seen their fathers smoking.
AT in the remotest of the village where it is acceptable for someone to smoke not necessarily a
cigar or a particular brand of alcohol. People do drink. If you parents or my parents see me
watching such films or something happening like this in film, okay when he grows out he will
see such things. There is nothing different or unacceptable so there is nothing harm.
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ZM okay that a valid point. Thats your perception of it? Okay I accept it. What I am going to
do is jump of his (TK) point about growing up in the 90s and move onto the next question. Has
there been in your opinion any change in the way the content of movies in Indian cinema has
changed with time?
Unanimous BIG time.
AT - see you can see a film being made on smoking.
ZM a film made on smoking with smoking as the central theme.
BB there have been certain movies, I forget them but movies, which depict certain cultural
differences like the smoking. What they want to show is the main theme of the movie is that its
about smoking why you do it, how do you get rid of it, who does what, what people do different
and then the same thing with 3 idiots, you should be smart about it, you shouldnt just mug up.
You should be a good engineer or whichever field youre in you know. And there has also been a
major growth in the sex sells movies. Now its clear. No smoking didnt make an impact. But
other movies have made an impact maybe negatively, you know like I didnt like kya super cool
hain hum I mean it was just pushing this how do you say it.
AK they are pushing the limits of the new normal thinking.
ZM even with drugs with go goa gone
AK ya,
PP it also depends on the person who is at the top and his perception. He is that person to get
your movie passed, is also important. I can give you two such examples. One being that of vijay
anand who was the chairman of the censor board. What he did during his tenure was that he was
very free about non-censorship. So what you see showcased on even DD national and those
kissing scenes were not censored. The controversial kissing scene of 2 or 3 minutes was not
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censored during his tenure. Moving on to smoking you had this guy called amnumani ramatos of
PMK party, this is an alliance of congress. And he comes to power as minister and he was a
doctor and he was the person who introduced this concept for the first time in Indian cinema that
everything should carry a tagline and that smoking scenes should be banned and ultimately even
filmmakers for a specific period of time had to cut down severly on those smoking scenes. So
that content in cinemas has definitely altered so it also depends on the person who is at the top.
ZM so it changes with the leadership. I agree with you because in 2006 when Don came out,
the first one, they had the rule that you were not allowed to show the guy smoking. So what they
did was, they showed him light the cigarette, and then they pan down, and then they pan back in
and the cigarette was nowhere in sight and you see him exhaling. So thats a loophole that they
exploited. So I get his point that its also dependent on the censorship techniques used by the
head honchos.
TK one more thing from earlier that I did not emphasize on that P said everything carries a
disclaimer note. In earlier days they showed it as an ordinary background activity such as
drinking and smoking. And thats why I think people didnt put that much stress on it. And they
didnt think about it. But as far as you're seeing it as a normal social activity. But now that you
are seeing the disclaimer notes, we would ask, or I if I'm a child, I would ask what it is about and
if its harmful to my health. I remember one film made in 1989 called salaam Bombay. Now mira
nair, she is a fantastic director. She depicted the effects of heroine addiction in Mumbai. Wheras
she clearly showed that man was addicted to heroine and how wild he became after he wasnt
getting it and you know the very realistic affects of being an addict. That was one of the rare
movies in that era which would depict the actual effects of drugs.
AT we are talking about changing content in movies
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ZM with time
AT with time. Movies in the 80s usually, they used to depict the villain or the negative
character smoking or consuming alcohol because in that period it was considered harmful. Not
considered harmful but like its a bad activity.
ZM so that became his calling card that the guy who smoked was bad right?
AT ya and movies after 80s or 90s, it will show it in a positive manner.
BB that was actually smart movie making. But these days people like villains more than
heroes.
AT you must have seen this film wake up Sid?
ZM I have seen the film
AT great so the father returns home and wants to have a chat with his son, he just goes to the
bar and gets himself a drink. So its quite socially acceptable and no fuss is made about it. And
thats the change thats happened in Indian cinemas I would say. Because it is shown in a
positive manner ke yaar bacche say baat karna hain (he wants to talk about his career) have a
glass of drink with that. So that was a positive scene but showing alcoholic in it I think that was
bad.
ZM thats a good point. That works perfectly into my next question. I have written this
perfectly. Just kidding. Do you think there is an over sensationalization of smoking, drug usage
and or of alcohol consumption in the movies you have seen? Once again you can relate this with
time, your opinion, your thoughts, from the 90s 2000s you have seen.
AK what exactly do you mean by sensationalization?
ZM okay sensationalization means an added emphasis to it , they are showing more of it,
showing less negative effect of it, less connotations with it. More attributes with it like its cool
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my dad
BB only one name comes to mind Deepika Padukone.
Zm no hold that thought. Deepika padukone is huge in this discussion. I will let you elaborate
late.
BB they feel its a cool thing but ya later on.
AW I think in the movies there have been some cases where its sensationalized. Those movies
were made particularly with those themes of smoking or alcoholism. Like eg. If you see movies
like LSD or gangs of Wasseypur. The movies that have a theme of drug usage and smoking and
alcoholism. If you look at parallel cinema like mainstream cinema made by karan johar, that
would have it lesser cause that would focus on family values, more on the typical Indian family
system. So it has been sensationalized but at the same time the film that sensationalize it, have
been promoted as known for their rampant drug use or smoking or alcoholism
BB its director to director.
ZM so you're saying its contextual
AW its contextual.
TK ill put two examples. Dil dosti etc. and Delhi belly. Which show a very positive impact
which shows that at this age its quite normal to do all these things. Specially Iman shahs
behavior in dil dosti etc. that shows a very normal behavior of a college student. Now they are
going around here and there you know. There is no I mean there is no negative aspect to it. You
cannot find anything negative when you watch those scenes. The same goes for delhi belly also.
They show how youngsters behave. They think its pretty cool and its part of their normal life.
BB except for the last scene you know where he smoked the cigarette and goes into the bar and
orders a drink and that shows completely with your part. And I think that is a very significant
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part. You know people focus on the ending and that depiction was completely different from
what they show in the rest of the film. I feel that way. Dil dosti etc.
ZM ya, lets play with that point. You said you mentioned 22 films, both are youth centered. So
now lets trace this question another way. Im putting it using his point of context, not with
directors but with youth. In the context of youth do you think its being over sensationalized.
TK not really. Cause with the urban youth they are aware of these things, probably indulge in
these things. But its again an excuse for them to say that its quite normal. If any other people are
telling them its normal, it confirms that okay we arent doing anything wrong.
BB when you are in college and you have friends who are non smokers and non drinkers and
then some of your friends are like chal lets drink and its okay and nothing happens and its not
harmful.
AT Im comfortable to being comfortable.
Tk even the people or students who come from semi urban areas or who come from
conservative backgrounds and see this and see people from urban areas indulging, would, they
might get persuaded to do it as well. To open up.
AT I totally believe that smoking and drinking is over sensationalized in Indian films of late.
You can refer to the introductory scene of aamir khan in rang de basanti. Both cigarettes and
alcohol both were shown in this scene. That film that was supposed to change youth or youth of
india.
ZM that was a movie with a serious social image.
BB that wasnt the opening scene
AT Not the opening scene but the introductory scene of aamir khan. And siddharth lighting his
cigarette by woodfire so that was.
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BB ahhh at the dam or something
AT there was a Marathi film where there is a party going on in the house and a person comes
upto some devara
PP its like a religious shrine and you light a diya and he goes there and he lights his cigarette
on it. And an old lady goes. Okay this is a religious thing in the house and how can you think
about it.
TK this again show the taboo aspect about it. Why Indians consider smoking and drinking as
taboos.
PP no you are doing it specifically where the diya(incense) is.
BB so its a taboo. Will you drink in a mandir?
Unanimous no
BB is there a scientific reason? Its a taboo.
ZM and it has become the youth image of today. The bad boy persona
PP to quote another thing, this movie released in 2002 is baba. And you know rajnikant in
every movie smokes and has a specific style of smoking. And so many after this try the action
and was also tried in ubvi bolandi where in a small appearance he throws his cigarette in his
mouth. And everyone tried that so thats an over sensationalization.
BB we can argue that they only try putting it in their mouth, they arent lighting it or smoking
it .
PP But its an activity inspired by the smoking scenes
AT Cigarette kaise pene chaihiye, boss don ke jaise pene chaihiye.
BB that was directly put
AT ya that was sensationalized.
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ZM ya it looked cool and I agree it was my perspective. What I really want to do is play off of
the deepika padukone point that B made but I think thats gonna take more than 10 minutes and
we have less than 10 minutes of memory left. So lets take a 5 minute break..
ZM where we left off and where I stopped B was the mention of Deepika Pdukone whos a
Bollywood actress. The reason I stopped him was because it dealt in with another good parallel
theme of female stereotyping in Indian cinemas. If you want to start with your point first, thats
fine.
B b- I think that Deepika Padukone in every one of her movies , I think because she knows or I
dont know some people might be convinced that she does a good drunken or act or some might
feel she does it perfectly, you know. But I think thats why she is cast in the movies. If they have
a scene of drug use or alcohol use or smoking or whatever, you know she has to be there.
AT the sad part is that she has to be there.
BB for that ya for that.
AT - not just for that, she is a style icon.
AK I think this goes back to the previous point of sensationalization and its because we are
concentrating on her because in her last couple of roles she has done that.
BB no man all of them.
AK but I think its happening in all the movies showing the youth right now. If you see any
movie in which an actress is supposed to portray someone who is hip and cool and is in with the
current trends then she will be caught with a drink in her hand and a smoke in her mouth.
BB but this is in everyone of her movies. Thats my point.
AW but thats the thing, in every movie she is portraying the same character, thats her job.
Thats what she doing these days. The last couple that shes done, all have been about youth the
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last one yeh jawani is about how she is closeted and then she breaks out. So obviously if you
portray that, you will portray they characteristics of drug usage and alcoholism.
AT but breaking out does not mean you start drinking or smoking.
AW ya but it is the concept of the movies.
PP thats what they are trying to inculcate in our minds.
BB I think 4 or 5 years ago some guy won a nobel prize for proving that if you're abusive it
lowers your stress . so why not show that in movies. Why concentrate on drug use and alcohol
use to reduce your stress.
AK because its a sure shit way to get people into such movies.
BB ya they are using it to get sales,
AK they are doing it because it works. And just because they do it, its working. Its a positive
impact. Thats how it is now.
AT in the initial part of the story of yeh jawani, her character breaking out, she just writes a
note to her parents and goes to a manali trek. That means breaking out. And after that breaking
out is her drinking and smoking.
BB its a very good description of the movie.
PP real life example I can also give you is of badruddin kazi. He was popularly known as
jhnonny walker. The reason I am giving this is that the first auditon he did, he had to play the
role of a drunkard and thats when gurudatt identified him and gave him the name Jhonny
walker. Thats a popular whiskey brand. And in many movies he portrayed a drunkard. Even in
his last film, which was chichi 420, he played a drunkard. And he refrained from alcohol
throughout his life. Its a difference. Whenever he went for a public meeting he would say that
whatever I do on screen, just enjoy but dont resort to such practices. But how people perceived
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that is completely different.
BB ya its a matter of point of view, from the public, to the directors to the actors, everyone.
AK I guess that was not aspirational for people to be. But with deepika, she is a style icon
ZM Youth icon
AK ya and thats the level they want to reach and this is all it is. But in the case of jhonny
walker it was not like that it was a supported character
BB ya he did it cause people needed it.
ZM thats a valid point and the reason why I stopped you in the previous question was that
when I was doing my research, I came across a study which characterized alcohol in 4
categories. There was the tragic hero, the demonized user, the guy who drinks in sorrow, the
rebellious free spirit which could be contexted with deepika and then the comedic user, jhonny
walker. When I did my research, I found that this third way, this rebellious free spirit could be
characterized as the female drinking stereotype in the Indian cinema today. As you said deepika
drinks in all her movies, which can be true for all the other young actresses in their role, Katrina
kaif. Its that image where you have this lowly girl, gets drunk becomes a free spirit.
BB this is a common theme
AT that song talle ho gaye
ZM so do you think this depiction, I agree its youth depiction, is it in your opinion demeaning
to women in any way.
AT there is a scene in khosla ka ghosla. Have you seen it?
ZM ya I have seen it
AT so anupam kher wants to have a chat with his eldest son and for that he brings a bottle of
whiskey so that he can have a nice chat with him and his son will react in a friendly manner. And
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in the same scene, women in the house are preparing the snacks for the drink. So his daughter
she comes and says, hame bhi whiskey chaihiye (we want whiskey too). And her father fumes at
her. and shes like fine aap pee loo hum coke shok mangalenge. So that I think is what the
common Indian household is in reality.
BB that was beforebut now we got movies that rebel that concept.
ZM my question is that in this process of rebellion have they demeaned women.
BB if they over do it , that is demeaning but some movies dont
ZM thats why you picked one name from a foray of names
BB but she over does it.
AT We can refer to fashion.
ZM fashion had drug usage.
PP and a similar contrast might be in Vicky donor where both the grandmother and mother are
shown drinking and living happily. Those scenes you dont feel sad that they are doing it
BB and they are having fun. Obviously she is alone since her husbad is dead and she wants to
have some fun.
AT actually that scene just wants to show the bonding between saas and bahu
AK a serious discussion would have been good there because liquor helps with bonding.
ZM loosener of the tongue as you put it.
AT the character in fashion. That demeans women definitely. For the first time that priyanka
smokes, shes frustrated and she needs to smoke. Thats demeaning.
AW more than demeaning, I would say thats an accurate depiction
ZM it also brings it back to the first point that ex sells in cinema across the globe, where the
shorter the skirt the darker the bitch, the more money the movie smokes.
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BB it comes down to money making
AT when the film starts, fashion and priyanka says I dont drink or smoke and when she starts
smoking and drinking, what will you think about it.
BB ya I think thats demeaning. I havent seen it but from his description, they are showing at
the start of the movie a person who has no vices and after that she is shown as a person who has
vices. She gets into it. You know that is demeaning. That would show the audience that ya you
should do that to relieve stress. So its showing a simple girl and bad habits.
AT and if we look at any urban couple, whether married or not. The guy has some smoking
habit. Then any girl who is a girlfriend will say please quit it. Every girl tells the boy to quit it.
AW I dont agree with that
TK last week I was with two girls who were smoking marijuana cigarettes and I didnt do
anything about it.
AT but she wasnt your girlfriend right?
BB did she force you. ..
Tk she passed me the joint but I said no.
BB and she was okay with it right
BB we had that experience in that Chinese restaurant
ZM Uncles
BB Ya in uncles the two of us were sitting, doing something and this lady sitting behind gets
offended. She screams at us, we are at a restaurant okay. How can people do this.so we stopped
it. But she kept going. She was a bitch going on and on. I mean okay its done. Just stop. And she
isnt directing it towards us but telling her husband. I mean shut the fuck up.
AW I think its contextual like you gave examples of fashion and deepika as contrast. I think in
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deepikas case it would be demeaning to her cause she is consistently playing the same character
but in fashion it was a realistic depiction of what the fashion industry is. See if a girl does drink,
or is portrayed as a prostitute then it isnt demeaning because she is portraying character, its not
who she is. But in the case of deepika her choices are reflected in the choices she is making. It is
becoming demeaning to her to play the same character. In the case of fashion, priyanka is
playing a character but yes deepikas choice of characters is demeaning to her as a actor.
BB ya but in this the directors point of view comes. What hes trying to show is that its wrong.
AW but she is signing the papers saying that I want to act in these movies. Why is she the only
character playing these roles again and again. What is anushka sharma doing. Katrina kaif doing.
BB they are getting drunk too
AW but not in as many movies thats why we are constantly referring to deepika.
BB maybe there is a different reason. Maybe they demand more. And the audience likes it.
AW but at the end of the day its her choice. She can choose not to take the script and wait for a
better script. But if she want to make money then thats her choice.
BB desperation makes people
AW desperation really? She is one of the top actresses in Bollywood. She isnt acting in B films
or C films. She is acting in A films making good money. is she that desperate to make money.
well again thats her choice. Shes being desperate.
AT smoking and drinking is going to be sensationalized in all her films. If you take a scene in
dil chahta hai, aamir is invited for dinner and he brings a bottle of champagne. Not even in a
single place do we feel that drink is sensationalized. Thats a side part, a custom.
PP what he said is right, people can definitely select. Like after the dirty picture with vidya
balan, was smoking and drinking but her subsequent roles in kahani or even ghanchackar she
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didnt resort to these activities.
AW thats a good example.
PP once you get it, you will get the same type of offer and ultimately your career slides down
and this might end up happening with her.
BB - you said she is one of the top actresses and wants to be the top most and is taking every
script that comes her way and thats her decision. Thats why I hate her.
ZM I will show a clip of an expose covering most of the points you covered
4th clip doc on feminine drinking stereotype.
BB where did you get this?
ZM a lot of searching. I chose this because I thought it was relevant. and you guys came up
with most of the points. So any final thoughts on this.
AW what the hell was that?
BB ya I was more sympathetic towards deepika because of the journalist.
ZM this is entertainment journalism. they have to make it spicy
AW agreed but its blurring the lines between characters played by her and who she actually is.
Like jhonny lever is the perfect example. He played drunkards all his life but in real life he was a
tea totaller. Who knows she might be too. Its her character that they are assassinating.
Tk something like what zeenat aman and vindu did back when they became divas. They were
also looked down by the them conservative society and she is doing the same thing. Like he said
she is not demeaning herself. In your eyes, you may think that she is demeaned but in her head
she is making a style statement and she is coming out and I want to be known for these things.
Standing out and doing what I want to do. This is who I am.
AK it might be the in thing right now.
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Tk ya even Zeenat aman and vindu in their lives must have been simple and all but on screen
they were in bikinis and flirting and things that werent even imaginable by the indina folk.
AT something different from these views. A few films like new york or bhaag milka where
there is club scenes and multiple shots and beer competitions between men and women. That is
sensationalization. In new york there is a scene where john and Neil compete with each other for
who can drink the most number of shots. And bhaag milka also has a scene like that.
Tk in bhaag milka bhaag, they show an uneducated person basically unaware of the west ways
of like and he goes to Australia and initially denies the beer because he is in a new surrounding
and doesnt know what to do. Now what they show is he has five beers and that gives him the
guts to go dance and subsequently get laid. It was in a way showing that you need to do that to
open up.
AT and if we have a look at dev d
ZM ya it had everything cigarette smoking drug usage and alcohol consumption.
At Anurag kahyap depicted it in the right spirit I guess.
ZM actually that club scene and all that goes into the next question. Are the movies you see
today being influenced by other movie markets?
AW yes definitely, hugely.
ZM care to elaborate?
AW okay so I believe the Indian movie market has been on a bit of the conservative side
because its india. The culture obviously plays into the movie market. Todays youth is definitely
exposed to the movie market from the US and in Hollywood, alcoholism and smoking has
always been acceptable. Drug usage has always had a more lenient view. So when they look at
that and want to ape that, definitely it influences our markets also because they want to follow
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the American trends, they want to follow the western trends. So todays directors or moviemakers
will definitely follow those trends because they want to get a share of the market as well.
Tk you missed out one point regarding the smooching scenes which right now movies have
openly which was absent a decade or 15 years back. And when we were kids and used to watch
Hollywood films, we would be like smooching is in all Hollywood films and statement like that.
Nowadays, you dont find anyone making those statement because Indian movies also have those
scenes open kissing scenes in addition to the alcohol and smoking scenes AW was referring to.
So that has been greatly influenced by Hollywood.
BB directors are fearless now to show. They arent worried about the censor board they can
have lawyers justify it for them. Like go goa gone, you cant appose that . they are fearless they
dont mind showing. Okay gangs of wasseypur, he is traumatized seeing his mother and uncle
have sex and after that he starts indulging in drugs. They arent scared of showing that. They are
like this is it. You have any problems stick to other films
ZM so this bravery is due to Hollywood?
BB not bravery. The bravery in the thing that they can get away with anything. And if they can
show it, why cant we. And if we show it, whats wrong?
AW I think the bravery is coming of age. Its not that they have not been influenced. Its just that
its about time it happened. The market has been conservative for so long now and this way of
reckoning was coming. And it has come and gone and everyone was alright with it so I think its
more of a coming of age rather than being influenced by other markets.
PP you also have to consider what type of story is being depicted. Now if the plot is set
specifically in goa or in earlier films of the 70s 80 or 90s throughout, definitely drinking would
be accepted. Its about the perception. A similar backdrop of the scene in the 70s would be set in
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Maharashtra or lets say in pune and the protagonist was drinking, there would be a huge cry that
this isnt acceptable to society.
AT if you look at dil chahta hai and they go to goa. There is not a single drinking scene.
ZM that might have been due to censorship restrictions at the time.
PP earlier Julie had a backdrop of goa and ek dooje ke (song) was set in goa and throughout
drinking was there and it was socially accepted because yes in goa drinking is a part of the
culture. In that way it depends on the back drop of the story and where it is set. So it influences
the movie.
AT this thing of Indian films copying western culture or western movies is a part of Indians
fascinations or aspirations for western things or Id say white things.
AK and its not just about movies. It looks at developed nations and what their lifestyle is to the
way they are the way they life. Everything
AT and we want to be perceived as developed and we perceive those things as developed and
want to mimic it.
TK I dont agree with it completely. Coming back to the earlier point AW said that its high
time we pulled the trigger. Its just an opening up attitude. Nude scenes etc. but they arent
showing that a developed country is like this. They are showing that we should have a tolerating
attitude.
BB another point is that the reason they are depicting is that they want something new. You
know. Something different . previous Bollywood films didnt have, so get western content into
Bollywood films. Thats something different. They want to make money thats the main point.
AW I disagree with that. Theres some content that always influenced Bollywood. Even in the
70s and 80s. like the example you gave of zeenat aman where she is in a bikini. That is a western
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concept. A bikini has never been there in an Indian society as such. Not just her, there was
dimple kapadia in a famous scene in bobby. There were so many actresses that broke norm and
brought western idea to Indian cinema. Might not have been their personal ideas but the directors
idea who asked them to do it. But definitely western ideas have percolated into Indian cinema for
a long time.
BB okay, there is a question of depicting. Maybe in some movies they dont focus on why they
are wearing the bikinis. They just wear it.
AW thats what makes them famous.
BB in todays movies, they are focusing on that, why they are doing it? Thats what they are
focusing on. See like he said in yeh jawani, first she want to break out and then she breaks out in
a different manner.
AK what do you think about teenagers in the US 10 years back when you saw American pie.
BB fucked up
AK are they really fucked up
BB wait let me think of what I though of American pie. Cause even that has changed. Accept
for the nudity.
Ak nudity is there, the way they talk
BB when the first American pie they showed that they wanted to get laid so they want to do
something wacky to get laid. Thats their point. So what was their point
AK that just because one movie is depicting it doesnt mean every movie is depicting it.
TK you are saying that watching American pie, you would have that kind of a perception about
the American teenager.
AK exactly
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TK But see in India its not about what you think but more about what you should accept
because here also earlier if they didnt show this on screen a lot of these things used to go on.
like dating and adultery. I remember back in the 90s there was this serial called hasrate. Its was
popular. And in the show they showed an adulterous scene and in the media it really came out as
no other serials would depict such things. Nowadays filmmakers, have adopted this idea that lets
accept it and show it openly. We are not showing that we are very chaste or simple people
because somewhere down the line we are doing the same things.
PP quoting a similar example, there was a serial known as junoon and that was maybe the first
time the concept was introduced where a husband and wife have a fight, they drink together, kiss
and make out. So whenever you have a fight going on, you drink and you are ultimately back to
normal. So this concept was later incorporated into movies. This was definitely a lifted
Hollywood concept but in junoon and the actress who became famous was kirtu gidwani.
AT all inspired plots come from Hollywood and you put sleaze in that.
BB and the reason Bollywood movies are showing it is because they are showing it. Anyone
has an exceptional film that does not that would be good.
AK have a look at murder, they stole the plot from a Hollywood film
TK Gangs of wasseypur also had sleazy scenes but they were relevant to the context.
AT they were not made to titillate you.
ZM and there are scenes made to titillate. DO you think movies are making money from
branding alcohol and cigarettes?
AT deepika is making money.
TK Sublime advertising. Earlier, thye used to show a person smoking Marlboro. In many films
they show these things. So you are advertising these brands.
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PP adding to that example, two grown up men are like okay you have tasted country liquor
throughout your life, this is type b liquor and this has been a common theme in so many movies.
TK right since the 60s and 70s this has been a common theme. I mean even if they are not
drinking, in some Indian films, you go to a lounge party, you see a fosters logo or some other
brand logo behind there.
AK I guess its an important tool to market your product, market your brand.
AT Liquor brands cannot market their brands directly and so they have to find a way to market
their product.
ZM that is a fantastic point and I am actually going to piggy back off of that and make my next
point. So we have these youth icons and these youth icons are perceived whether they are doing
it for the money or not as smoking and drinking and doing drugs. What do you think is its effect
on people. before you answer just hang on.
BB I remember the ruckus the media had made when sachin had declined promoting a liquor
brand
CLIP 5 youth icon branding liquor in ad.
ZM now these advertisements are a promotional thing that mcdowells has been doing for the
last 10 years. It stars saif ali khan, shahrukh khan and others. These are youth icons. They are
selling liquor. But they are selling It as soda or music CDs
AT as a brand
ZM I actually have a really good clip and I will show it. But what do you think of this
marketing move, not for the movie industry as they make their money with sex and alcohol and
other depictions. This is a tool used by not the movie industry but the manufacturers of cigarettes
and alcohol.
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TK in the guise on a soda you are basically advertising liquor.
ZM is it right to use these youth icons, because we believe in them. We follow them.
AT Well I was a fan of Abhay deol until he was found advertising signature.
PP we both went to a lecture which had pranath katkar speak on and he said that those who
resort to surrogate advertising, they have no ethical values. Okay so we are like this guy is
setting some really high standards. I log onto his website and I look at his past credits and it says
officers choice and then its a big disappointment that you are telling something on one hand and
you contradicting it completely.
BB maybe he doesnt manage his website
PP- no no thats his past credit.
BB remember you had said this point that it all depends on the top boss.
PP he is the boss. He is the person who conceptualizes the idea.
BB then I have to agree with you and it does depend on the guy on the top.
AT maybe movie industry and liquor industry work together.
Unanimous agreement.
AK people who make brands want to market themselves.
PP they invite movie stars to events like kingfisher calendar shoot and wills lifestyle.
ZM I will give you an example of Hollywood. James bond and Heineken partnered for a 70
million dollar deal for skyfall where they created a 40 million dollar interactive online ad
campaign. Not only that, you notice he is holding a green beer bottle at the bar and he is not
drinking his martini. They have with 78 million dollars removed the trademark drink of James
bond.
PP- thats cheap.
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ZM thats not cheap thats smart. And in return the studio get half the production budget.
AW Martini is a particular alcoholic drink.
ZM I am going to show you a parody
Clip 6 parody on brand ads for liquor.
BB I like that they showed him buying the music cd at a liquor store
ZM ya he makes a good point. Where the fuck do you get these cds.
ZM Has watching movies with smoking, drug usage and alcohol consumption desensitized
your perception towards people who smoke, use drugs or consume alcohol.
BB Depends on the movie.
TK what do you mean desensitized?
ZM its like this, Ill give you an example, if you grew up watching a lot of violent movies like
bloodshed, gory, horror, heads being severed. And then you see a dead body and you're okay
with it. Which means that through this depiction you perceived over time you become
desensitized, that okay its nothing. Your mind is used to the image. Similarly, the question is
with regards to drug usage, thats why I asked you the first question, that what were your
restrictions when you were young. With content that you perceived throughout your live, with
content that you saw that had drug usage, cigarette smoking and alcohol consumption,, today in
real life, has it desensitized you?
AW I think that in terms of the 3 options youve given us, smoke, use drugs and drink alcohol.
Out of those 2, smoking and alcohol have been more acceptable because its legal and its
something that weve been exposed to since we were young. So definitely those 2 are more
acceptable than using drugs. But yes, in the time that we live in, even the use of drugs more
acceptable. Id say a bit, not completely but a bit acceptable.
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TK nowadays you find a lot of people discussing marijuana openly than before. Like you go to
any college, the juniors, the 16 to 17 year olds, they find it cool.
AW agreed
PP the chillum has become more popular. Okay this is a chillum spot, lets go
TK. ya. And speaking of desensitization, it again depends on which part of society you're
looking at. The urbans, the people living in cities like us, we would be desensitized towards
someone who is smoking. But someone who is coming from a rural area, he might have a
negative view. If he sees those films and comes to an urban area, yeh log toh sab aisa hi karte hai
(everyone here does things like that) people are bad, people are vicious.
BB even in rural areas, they all go with bidi. In that case no. plus they all have those desi
(local) darus in the rural areas. So I dont think they will think in that way
Tk but still the way it is shown in the films, these people are in fashion and other films,
business man, models, drinking and smoking, that still forms a negative view. Put yourself in
their shoes and youd see what Im saying.
BB now that would come, ya they do feel something, not about smoking and drinking but
about who its applied to. Like you said in fashion whos it applied to? Women
TK see depends on. ya women
BB that will be much more. Its all about the levels you know. The first, theyd be more
offended and theyd think more about the women smoking rather than anyone else smoking
TK you're making a very valid point. And agin what I want to say is, they would be, they
would have contrary views about women and men because rural people feel they have a simple
view of life, their approach is really simple and some times they have a negative aspect of urban
life on a whole and this may just ad to that, increase those opinions, those thoughts.
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AT 3 years back when I started my course, I had a group. one evening I was called for a party.
So I went there and there was a team of friends of mine and they all had drinks. Even I went
there for a drink. Who ladke (that girl) when she said, I want to drink with you, I was shocked
that koi ladke aisa bol sakte hai (that a girl could say that) but over the past 2 3 years, women in
films are shown smoking and drinking and now im quite used to it and if I see some lady
drinking or smoking Im like okay fine chalta hai.
ZM so you have been desensitized> you are okay with that image
AT ya
PP it also depends on whether you are living in a closed environment or an open environment.
Let say that whether in school, you might see it in movies or television and you might say that its
bad and maybe your parents said that this is bad and dont resort to this. Once you're out in the
open and you see the world on your own and you see that this is happening. Initially you might
say that this is not right. You might resist it at first. Once you get used to it, you're like ha this
happens. So it depends on the initial restriction you have and then you go out in the open.
AT - so all these things were depicted in a negative manner in films and it was considered bad
and nowadays its shown in a positive manner and its considere good. It is desensitized.
Tk but partially desensitized cause in the cause of women as B also mentioned, even the
teenager from the city have a contrary view if they see a woman smoking hey that chick
smokes and this happens in colleges also, amongst the educated lot also which is very bad. In
my opinion you should accept it. You should just move on
BB the question comes up about your own respective personality. My personality is that if
someone is doing it, good for you
Tk - same for me
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BB - thats what I meant with my earlier thing.
AT I wouldnt say that someone smoking or drinking is part of his personality. You should
evaluate it
BB lets say a scenario where like now public smoking is banned in public place. If im in a
bustop and someone is smoking, I will tell him that look you're not allowed to do that. Ill tell
him because its against the law. I wont tell him because im getting offended. You want to
smoke, you can smoke okay. I will be offended if hes blowing smoke in my face, then ill smack
his ass. But say hes stanging a bit far off and smoking, I would tell him. And another example
would be youd be offended if a pregnant woman is smoking. Cause that is scientifically wrong.
That has nothing to do with your personality. That s the point. So in my case, its not really had
an effect. Smoking and alcohol depicted in movies has nothing to do with how I behave
AT Ill tell you an incident, a simple area. Some sitting there having chai, smoking. Someone
got offended and didnt even mention it to the smoker and called the police that he is smoking.
ZM that reaction is a bit extreme. The least you can do is give the guy the curtosy of telling
him not to do it.
AT the worst thing is, the smoker was punished as well as the hotel wala for allowing him to
smoke in his place
ZM how about drugs are we at the stage where we see a guy doing a bump or clearly smoking a
joint or as he puts it the chillum factor. Will we gawk, stare, make comments?
BB like I said, do it, but stay away from me.
PP- you will stay away from tose personalities.
BB no I have friends who do marijuana in college. They do ganjha. I have my limits and they
have their limits and when we gather at their flats to drink, we all have done that and what they
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do is they all go into a room, whoever wants to do it and theyll consume. When I will be
offended when they are holding me down and forcing me to take it
PP even if you're sitting next to them, its going to give you a kick
BB there was one instance when one of my friends, who consumed ganjha, he wasnt in his
mind, he came out in the balcony and what he did was, he put on this hard metal and he was just
listening to it. Im like you know why dont you put on your headphones, cause its irritating,
specially on the cell phone where you dont get the beats. So ya I told him and he was like no
dude listen to it, its good, so I left thats when I got offended.
AW I think this comes back to the earlier point we made that smoking and alcohol is more
acceptable than drugs cause you want see drugs being smoked openly in the streets in
comparison to alcohol, which also you dont see being done on the streets but its more frequent
than drugs
TK as I said last week I was with 2 girls who were doping and I didnt do anything I kept my
distance from them and I was okay with them. And they know that I dont dope. On a general not
there are people who if they know that this person smokes, they wouldnt talk to him they would
ostracize him completely there are many people in the city who behave like that.
AT there is a seen in Mumbai meri jaan. Where paresh rawal, hes a constable. He tells his
colleague that one of the instances he faced, he got a bag of cocaine and he says that its sat and
not coke.
BB theres another thing I would say, when cops go undercover and they are inspecting the
drug, they dip their finger and taste it. You know thats irritating for me. Cause onscreen you
cant get the taste. Except for starsky and hutch, but we arent discussing Hollywood where they
use the sweetener to hide it. Thats always bothered me that how does it taste.
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TK see thats again a matter of police procedure and they are not really promoting drugs. But if
you are a narcotics officer, you would go on the spot and taste it. You were trained for that its not
promotion.
BB I meant that scene in the movie
TK but I think thats just to show you
BB but it does have an effect
Zm you are right that it has an adverse effect on your sensibilities and they have stopped that
now. They carry those test tube bags, take a pinch if it turns pink or blue, its narcotics. They can
no longer sample it.
BB see when they depict it, it has an adverse effect. What they want to show you and what you
perceive
ZM alright lets move on to the next. Since I asked you this question to muted response Im just
going to phrase it as a hypothetical. We are all going to become parents one day. As parents in
todays world with Indian cinema changing as it is with western influence or not. What
restrictions or censorship techniques would you use as a parent. What is a no no for your kids
with respect to drugs alcohol cigarettes
PP now you have Dish in every home and channel control. This is going to be depicted in
Indian cinema as well so no point controlling that but yes fox crime channels and related with
content related to drugs and alcohol, I dont remember. So you just block those channels and
you have the code in your hands.
BB but what about your kid gets to know about it from kids in your school and does it behind
your back
AT Id say a better way would be to not subscribe to it and just explain what is happening .
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Zm those channels do show the negative and adverse effects of doing it. Say barring breaking
bad, thats an extreme, but say things like csi Miami where 80 percent of the deaths are drug
overdose, it wouldnt be the worst thing to put the fear of god in your kid.
BB thats what they are doing with the cigarette boxes, depicting the skull
AT if you ban your children watching those tv serials or
Bb if you ban it on tv and he sees people doing it in the rea world, it would be completely new
for him.
AT you have newspaper coming to you everyday and it has every kind of news and hed be
curious to know
BB what I'm saying is that if I ban all the channels and he goes out in the real world and you
cant censor that, and he sees someone doing drugs. And he will know and he will be inquisitive.
Hell be curious. And you cant control that so educate him
Everyone agrees
BB lets see hat path he takes.
AT its a tough task
TK my parents successfully persuaded me not to do drugs ever in my life. And I am anti drugs
and dont like the idea of drugs being sold. I tolerate people but im aiming more at the system.
What I would do is I would educate my child and shows li like csi show it in a negative light and
even this legendary series called the wire shows it in the negative light. And any id who watches
this show with his father would be completely persuaded that drugs are wrong. So depends on
the maker.
Zm did your parent do anything special to persuade you
Tk they showed me a couple of live examples. Like someone my father knew became a brown
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sugar addict long back so he would always tells me see whats happened to him and I would see
him. So it was that coupled with another example.
ZM lets move on to government. What censorship techniques did the government employ with
such content. Now the example in the parenthesis is old.this was where they used to blur the
cigarette when they were smoking in channels like world cinema. I saw a movie in theatres and
they blurred it, I dont remember
BB I remember an episode in that 70s show where they have a smiley face over the cigarette
smoked by a child. Thats the only time I have seen a smiley face
aW that would have been blurred in any country
Zm I saw a movie where that cigarette became an animated carrot. It was the stupidest thing I
saw. This was around 2005 I saw the movie. This comes back to the point I wasnt aware of that
as the censorship leaders change, the rules change.
BB do it like how I met your mother they modified the same thing you said they made
marijuana a sandwhich.
ZM exactly, first answer what censorship have they used, are you satisfied with it. And then
answer what should they do better
TK for starters cut out the smoking scenes. They dont need it
ZM what if smoking scenes are contextual. Some of the most conversational scenes happen
over coffee and cigaretets
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BB if its a really important part of the movie, what are you going to do. See if there is a bar
scene what are you going to show, them drinking milk.
PP this wont relate to Bollywood film, but have you seen the Hollywood film xxx the first film.
The dialogue is there that I told you that cigarettes are going to kill yo
BB ya ya the heat seeker missile
PP he uses the dialogue throughout the movie that dont smoke and if you do that then it is
restricted. Also in mrs doubt fire when robin Williams is dubbing a cartoon scene and out of
context he says cigarette smoking is injurious to health. And he is fired for that so maybe if you
applied such kind of practices into cinema rather than censoring it, it would have a greater
impact
Tk I agree what you said B that you cant cut them out but you can keep them in the background
showing that someone is drinking.
BB that was my point. If you completely force it on people, they tend to do the opposite. The
solution is dont do anything, the only thing you should realize is ont over do it. Dont make it
so fancy and special. And people keep it in minds. In older movies they used to do it naturally
and to be honest if a guy is of age he can do whatever he wants. Just dont depict it as a solution.
Like if you are showing a depressed persona and he is drinking and is a drunkard. Show it in the
movie or alternate. And that is the base of the story, I cant think of how to depict it in another
way.
TK the same thing was shown in salaam Bombay where they showed children have become
part of the rackets. There is this one boy who might be an adult around 17 18 and he is
completely into heroin and the director shows what it can cause and what the result can be . so
again they are showing the negative effects of drugs in the film and other vices as well
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AW I think effective technique see above is age restriction. but it has to be judiciously applied.
And it isnt prevalent in india and if it was, it would help censorship in a huge way.
ZM lets talk about censorship being used today. They have black tags at the bottom of the
screen saying that smoking and drinking is injurious to health and in Go goa gone saif ali khan
came on screen and spoke against smking. And when I saw it I thought it was ironic because he
is a chain smoker and we know that. And today in shows like breaking bad we constantly have
the black tag. So is that sufficient, is that right
BB thats the point they force it on people, they get irritated. and takes away from the show.
Why do you watch breaking bad
Zm I watch it because it has great dialogue and original concept
BB thats what you dont get to focus on if it keeps popping up.
Zm thats true. Lets break this down you cant cut scenes cause its too important. You cant have
carrots and the stupid blurs and all cause it doesnt work. This current one where they have the
continuous pop ups is just not working. So what can the government do
BB dont do anything. Just cut scenes where they are overdoing it.
TK ya just minimize it.
PP instead of targeting more on the films, if they are the medium then the government should
produce governmentated documentaries and take it to the village and show to the kids. Or there
are some initiatives they can do like interview people who used to smoke. And rather than show
it every movie, because people come there in the cinema for entertainment.
BB who was with me when we watched that movie with borawke. I think paheli and before
that there was a half an hour documentary. On breast cancer.
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ZM so you are saying that before a movie starts show us this and then dont bother us. And
dont use saif ali khan and this stupid pretension
BB now about that, the thing you said about this, it clearly hits e that filmmakers they just want
to abide by the laws and dont care about how its being perceived by the public. The government
has told them to give a message and they have give it. They dont care how it is perceived by the
public. Like you said its ironic that this guy smokes in real life and he says one thing and does
another.
Zm and then its a film filled with smoking
BB which gives the impression that these filmmakers are just not bothered
Zm so its a loophole to them to appeal to government
AT if there is a script which has heavy content of drug usage or alcohol scenes, why not make
it necessary for these scripts to have at least one character which will educate the character about
smoking like boss, dont do it, its bad.
BB but if the director wants to go for a completely different script, in that case the solution
would be to increase the age limit. The more the abusive content, increase the age limit. If you
are post 30 and you watch that, it will have an impact. If you raise the age limit and people over
30 go to watch it. And the generalization is that people over 30 arent as influenced as people
below 30.
PP again going off of his point its implementation that we lack.
AW the system has improved abroad and they come down hard on you if you dont follow the
rules.
BB thats upto the government and upto us kids to not sneak into the movies. There is this
theatre near the GPO near ABC. And there was this news article of about 50 students underage
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were caught watching a C grade film. So I dont know cops should keep a check and its a good
thing that the cops caught them and we got to know about it but what about the cases we havent
heard of so the cops should keep a check on such places.
Zm lets go around the room and ask if we the Indian society should do something to educate
the society.
Unanimous agrees
BB honestly its a domestic issue. its more on the parents. This responsibility should be more
on the parents than on the government. The government should do its own job which is to keep a
check on who enters the theatre and keeping it in check but this issue should be on parents
ZM can we establish that parents arent bothered with depictions of cigarettes and alcohol they
are alright with it. Now should the parents do something as you suggested, or are you like yo im
young, dont show me this.
AW - I think its a struggle. On the one hand , you have your parents, the government, your
school which is telling you the bad effects of alcohol and of cource the others, and on the other
hand you have all these other movies which are glorifying it. At the end of the day its going to be
the child who decides. No ones going to put a cigarette in his hand. Hes going to buy it and go
and smoke it. Worst case scenario, lets say its peer pressure and he is forced to do it he can still
deny it unless as he said he is forced to do it. Its got to be his choice. He can walk away from it.
At the end of the day, you can do as much as you want, parents can put as many restriction as
you want, he might still try it. So its upto the kid.
Zm at the same time the parents and the government still has to do their job
AW they still have to do their job and they get to sleep easy knowing that they have done all
that they can
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PP - dont push it
AW short of imprisoning him, they have done all that they can what else can they do.
ZM Im just going to show you a couple of clips
Clip antismoking ad India
Okay im going to stop that, the second one is an antismoking ad that plays everyday in the us
Clip antismoking in USA
ZM so you see there are these 2 contrasting things. One, India is approaching this with more
informative commercial, the guy is smoking next to his kid and he sees his kid turning black. Its
still informative and not as gory as this. But this showing a real person, starting of with a picture
of her in her prime and 20 years later absolutely fucked by chain smoking. Its a much more
direct more gung ho approach. They dont show it in the movies, once a day it plays on most
channels and then they let you go on with your program . Its part of the tobacco free florida
campaign that they have started in my state.
PP - does it work
ZM I dont know, its still early days for me. It affects me and my roomates could india employ
something like this something more direct?
Tk there is an advertisement they show in theatres specially in inox where this boy called
mukesh hirane died of mouth cancer.
ZM I have seen it, they interviewed him before he died and in the post script they said that he
expired and thats not enough
Tk I think again they are trying to censor the gory image likeits harsh to see. And many people
would object to it.
AW but it has a better effect
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Zm even if they object dont you think it will work
Tk it will definitely work but like I told you they consider the public at large.
BB like this guy has watched it and it has had an effect on him and im his friend and im a chain
smoker and im like nothing happens man, you need to address that. That too comes into play
Zm we are just splitballing on what can they do. What they have now is just irritating. Its not
working. Lets get onto the next thing. Do you think the depiction of alcohol smoking and drug
usage in these movies are reflective of the real world
BB yes
AW Id say its contextual
ZM can you elaborate?
AW okay see like I said, the depiction of certain movies is that if you want to be hip if you
want to be cool and in with the trends then you drink, smoke, at least recreational drugs. If they
showed actual hard drugs, it wouldnt be hip and cool, there are certain movies which show that
doing these things is cool and alright and those movies show that its alright but if you take other
movies that dont concentrate on that and have a different theme altogether then the depiction of
alcohol and smoking is drastically reduced compared to those concentrating more on those. So I
think its contextual. Some movies its more and some its less.
ZM anyone else. You agree with him?
TK its reflective of the view in almost all movies. Whether its businessmen or teens
ZM it comes back to the female stereotype in Indian cinema. Is it really effectively showing the
real world female today. In a world where we are growing in feminism and equality.
PP it depends on the restrictions which the Indians have
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BB if im a person in rural india obviously it will offend me. But people in Mumbai and delhi
where they do it hard core. Its real world depiction.
Zm so do you think women are that loose under the influence.
AW not all of them
AT many of the rural women do smoke
Tk its reflective of the areas.
ZM you are saying that movies will always have a level of embellishment in them a
dramatization
Everyone agrees.
TK in case of women in india, there is a minority of women who indulge in these things so it
doesnt reflect the nature of a woman on the whole.
BB more likely the target audience
Tk like he said in fashion, it depicts a model indulging. So that is reality. Doesnt mean that
every other successful woman will smoke and drink.
ZM okay this one is a little personal. Would you call consumption of alcohol in your peer
group normal excessive or minimal.
Aw what are we comparing against?
ZM your better sensibilities. What according to you is normal. Is 2 bees normal, is it 10 tequilla
shots.
AW I guess its frequency. If you are a weekend warrior and go out and drink during the
weekend thats normal I guess. If you are doing it every tw days, thats excessive.
PP I can give you this very good example.
BB but it also depends on quantity. In one day how much do you consume.
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AW there is a limit. If you are going weekend warrior you have a limit. The way alcoholism
works or smoking works .
BB - I have seen people go crazy with limits
PP we both (AT) are live examples. We are also with this group called peth pujaries (foodies)
we were invited to two food tasting newly opened places. One is this recently truap and second
was mezona. So the first thing they asked is what would you like to drink. Here we were offered
red or white wine, I stopped in mezona it was vodka martini I stopped. In all these cases alcohol
is for free on the house. This guy will take 2 to 3 glasses okay what the big deal, its my capacity I
can take it. I always tell him, just cause you're getting it for free doesnt mean you got to keep on
consuming. okay one is courtesy part of the society its normal, this guy, refill after refill
AT there are women who dont even eat, just go on drinking.
BB one thing that happened during my uncles birthday party so they asked me what do you
think is the limit. I was like 3 pegs is normal. If you're partying 5-6 is okay. Say if you are going
for a drink, one or two, it differs according to the occasion and I made a snide comment that the
two of your capacity is off the charts and they were like even we take 3 pegs we do three sets we
do 1a b and c and then 2 abc and its like not a game.
AW the way I look at alcoholism is that you have a resistance to it. When you drink it and
keep on drinking your resisitance increases and thats how you become an alcoholic. You need to
keep on drinking more. If you are a weekend warrior your resistance remains the same. The
amount of alcohol that you drink remains the same. If you drink everyday then I consider that as
excessive. If you are a weekend warrior then your consumption is normal and if you dont drink
at all or once a month then I consider it as minimal.
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TK I would prefer sitting with my friends in a pub on a Sunday listening to good rock music
and it shouldnt get excessive. I wouldnt tolerate then puking or something . you have a nice
session and enjoy yourself. The emphasis should be on frequency
AT I feel that you should be incharge of the drinking and drinking should not be incharge of
you. Unless you're not incharge of the drink.
TK how do movies approach your views on drinking, when you go get the drunk for the first
time. How do you identify with movies.
BB some movies show, shes had 7-8 shots so that number fits into your head. Okay if I do 7
shots Id be like her so I must do these many shots
AT there is this blog writer vikram karve so he has written article about knowing your limits.
He ahs given an exercise. As pick up some novel and start reading. Have a drink and keep
checking how your dexterity has reduced. Are you getting what you are reading so tha gives you
your limits.
AW thats a fantastic point cause when you start of drinking you really dont know what your
limits are and you have no idea what your reference is so thats actually a very good point.
BB quantity is a big thing for Indians cause Indians are show ofs they dont know the real
meaning of drinking.
Pp sunny deol from vamla pagla drinking from a bucket there might be some person who might
be influenced by it.
TK its like as children we ued to watch the world wresting federation and try the moves.
ZM so can we establish that this cool factor in movies has an effect on us
Everyone agrees
ZM it makes us want to do it
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TK especially in the scene of go goa gone it has strong persuasive values
ZM Right. I want ot see kaleidoscopic colors
Tk people have told me that after popping lsd and mushrooms, you see pink elephants and
thats why I didnt do it.
ZM guys take 5 mins while I change the memory card we are almost done.
ZM do you think depiction of drug usage cigarette smoking and alcohol consumption has
influenced your attitude towards the same
Everyone agrees.
PP like the example I gave earlier that even once or twice I would roll paper and imitate
rajnikant and every person must have done that.
AW I think that the influence of our attitudes depends on what we have see of it like the video
you showed of the lady with the hole in the throat and obviously it would influence in such a
way that you wouldnt want to smoke cigarettes. But if you show them something like rajnikant
then they want to smoke. Its your perception its whats shown to you
TK if someone has seen anurag kahyaps unreleased flm paanch you would abstain from any
form of drug you wouldnt want to do it. But if you seen go goa gone then you would want to do
it.
PP its based on the joshi phule murders of pune only
ZM anyone else got any comments. Now for the last one, lets just sum it up guys try to be as
succinct as you can what are your feelings, notions, perceptions on smoking drinking and doing
drugs.
AT Ill talk about myself, I do drink, I dont smoke and I dont do drugs and if all in life I
would want to try these things I want that decision to be informative and everone should be able
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to take a decision that is informative and not impulsive. So thats what should happen. Whatever
through movies or parents. He gets the knowledge from anywhere, it should be possible for
anyone in this country to take an informative decision, whether to indulge in such activities or
not. Everyone is wise enough to take his decision.
ZM good point. And you're satisfied with the way the governments is running censorship on
such activities.
AT not really
ZM and you have anyway they can improve it.
AT as I said through movies they can have one character which has a positive influence
TK but that cannot fit with every script
At if a script has heavy showcasing of such types. Like paresh rawal in no smoking educates the
viewer on not smoking It cant happen in every scene.
BB there is a scene where they are hanging out at a party and that scene has no significance to
the story so if the government takes your advice, and adds a character, then it wont work with the
plot.
AT whoever the character is, could be in the main story, he could just have one line
admonishing drinking
BB like in kartik calling kartik where he keeps telling them about their limit and all but if you
are really seeing movies closely. They always have different characters and not all are wasted.
There is some or the other who is sober. Finally it comes down to you dont have to impose the
law.
AW but I find that thats an Indian or Bollywood stereotype. You wont find that in Hollywood
or british films. Take for example. Trainspotting its a Hollywood film danny boyle. Its about 6
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heroin addicts all of them there is not a single judge or sober character. So that a very Bollywood
stereotype of having a character who juxtaposes the behavior of others
AT you can take the example of shaitan not one of those characters was sane
Tk it depends on the script.
AT you can see these two girls seducing the chemist for flavored condoms and the other guys
stealing cough syrups for intoxicating.
ZM the cough syrup point is valid, I was in boarding school and we didnt have access to
liquor and our only source of getting high was cough syrup another thing they did was snort tang
the powder, whitener which became very dangerous and these are 15 16 year old kids.
TK this used to happen in my school as well I did it out of curiosity once I found a bottle in my
classroom and I did it
ZM its paint thinner and these kids got this from an external source
AT its shown a new way to get high
BB and thats where you can keep tabs dont give ways to access drugs or if you give new
ways, show them getting caught.
ZM lets go with PP feel free to mention your project
PP- whatever assignment I gave to my students wherein the maximum I can see spent on
cigarettes and these are kids under the age of 21 maximum is 4000 a month and minimum is less
like 750 and average would be close to like 2500. The project was given to interview 25 students
who resorted to smoking why do they smoke. We arent concerned about how do they do it or
what is the reason and most of the answers are relieve an entire days stress so its a stress relief
mechanism. Secondly giving a live example few kids are coming to me now that the semester is
done and asking me to drink with them. I said, okay I have no issue, you drink I have certain
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personal ethics I have to maintain. I dont mind drinking with them but ultimately people will
start taking me for granted and this might be in the case of whichever social group you're with
not just student teacher . so social ethics have to be maintained
Tk its very surprising that people smoke 4000 cigarettes a month
PP no no its 4000 rs a month
AQ its going at 120 bucks a pack
BB so about 20 cigarettes a day
PP average is 1500 a month.
ZM jumping off of this, is this price rising every two years, it was hundred when I left, 120
now, do you think the government would want to put a ban on this they are making good money
on this
PP I will tell about research done by my faculty that more that 44% of the shares of ITC are
held by life insurance corp of india. And now this is private information, you have seen sahyadri
hospitals, the owner is mr bapat and I went to his factory. He holds the position of managing
director drawing 50 lacks annually as managerial remuneration in 2010 thats from associative
blenders private limites its just here in hadapsar. Thats the king fisher bottling plant. So on one
hand you have hospitals while you are drawing 50 lakhs in remuneration from making beer.
TK a very obvious example is the pune manikchand hospital the day I saw this I was shocked,
PP- this is what is happening
ZM so our question of what the government should do might be a moot point.
BB it sells more, I think I made myself clear about what I think of smoking drinking and doing
drugs. I will try it. He made a point I will try it once but not as a habit so its upto each and every
one of us to know your limit and stop when it gets harmful.
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ZM and about your points on the female stereotype.
BB its about going overboard dont over do it.
ZM cinema should be like enough now stop it.
And for some people smoking drinking and doing drugs is quite essential to their day like I have
a friend who cant take a shit without a cigarette
ZM ive heard that
BB and you cant educate military personnel
TK they use cigarettes like a laxative
PP this is news to me
ZM in 5 years when cigarettes becaome a big taboo they will start selling it as laxatives. You're
blocked up have a drag.
BB if they dont get a chance they cant do it. What are you gonna do about them . you can say
dont get them hooked on in the first place but there are people already hooked on them like for
military personnel they need their booze.
ZM why do they need their booze?
BB they get traumatized they see a person die or their teammate dies.
ZM they have psychological help
AW it may be a perceptions that you need alcohol to deal with death
BB thats my point not everyone does that but what about the people who do
PP have you seen born on the 4th of july he is a Vietnam war veteran
AW and I think this army drinking is a more north Indian concept south Indian really dont
drink.
AT when they graduate from these institutes, why do you need to provide them with alcohol
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BB thats not my point.
ZM they want it they should get it
AW that where I get it I graduated from the military medical army school but none of those
institutes had alcohol during graduation.
BB but how do you get them off it
AW you can wean them of it if you dont provide an alternative that is the only option
BB what if there is no way to wean of it
AW bullshit how many people would kill themselves.
ZM there are drugs like opium that will eat your insides you have no choice either way you're
going to die so its a huge issue.
AT- addiction after one point is not a mental illness but a physical illness.
TK its a nervous disorder
BB say my friend cant shit without a cigarette. The country bans them and he get bowel
problems, its completely fine.
AW he can get help, refer to doctors
BB I think I took a week example. Do any of you all know of stronger example.
PP beyond a point once you're addicted to it, the body will do anything to get a fix
BB and what do you do about them
ZM I think the best solution is to catch them at their earliest Before I go to TK you didnt tell us
your favorite film
AT wake up sid
ZM thats a youth centric film
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Tk what I feel is shifting the emphasis from the substance accompanied with education and
awareness like he said he wants to make a decision, it would be backed by a lot of information
that would help. Otherwise as a parent you have to make the child aware and remove that whole
emphasis dont glorify the substance on the sceen because visual has a stronger effect keep it in
the background, even though they censor it, its being glorified. If we went back in the olden
days, keeping it in the background.
AT song in kaante clearly glorifies cigarettes
ZM thats the hindi version of reservoir dogs.
AW- I think my views have been influenced a lot by what has been discussed here. because
what he said government has a stake in companies that are supposedly ruining the youth today it
seems paradoxical to me that the government would then try to wean the people of it. Another
point was of the healthy lifestyle thats a huge thing you see abroad, the promotion of healthy
lifestyle. Its becoming a huge thing. You could start that here on a small scale it would help a lot.
Education is important. But at the end of the day it comes don to personal choice.
TK the art of living organizes camps where they talk about avoiding drugs and alcohol. But the
speaker said that you have to drink to survive in iit. He explains that alcohol takes you to a state
of ignorance and you want to return to it. And when you are tipsy, you behave in a normal way
though you dont have hold on your senses.
ZM fantastic.
BB why are we saying that it is bad, why cant we say do it in moderation and thats okay.
ZM thats a good point. They banned it in Gujarat and my dad told me that when he was in
Udaipur, they travel on the weekend from gujurat to drink. So lets end with a yes or no question
do movies have a good or bad influence on the youth I know there are gray areas.
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AT more on the side of bad
PP bad
BB depiction is bad. Notion is correct
TK bad
AW bad
ZM this has been great thanks.
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FOCUS GROUP 2 TRANSCRIPT
ZM please speak as loudly as you can. Im gonna start my second focus group. time is about 5
minutes to 1. Before I get started with the clips, lets go around the room and introduce ourselves
. give me your name age collegiate experience and as an ice breaker tell us your favorite movie
and a brief description of the movie
MP my name is MP. Im 23 years old. Currently studying in the college of commerce finished
my 11th and 12th in science. Did my diploma in mechanical engineering. Most specific movie that
is my favorite is a few good men.
TK my name is TK, im 22 years old. Im write now pursuing my BBA degree from garware
college of commerce. Apart from that I have my own business. And my favorite movie is fast
and furious the fifth part.
ZM- why do you like fast and the furious?
TK its completely about cars.
SA my name is SA, Im doing the same too, BBA degree from Garware college and Im 20
years old. My favorite movei is breaking dawn part 2 of the twilight series. The nice part is that it
ends well
ZM the concluding chapter of the twilight series
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SA ya.
EH my name is EH, im doing BBa from garvare college. I have done my 11th 12th from
ferguson college and I like Namaste london. Because I believe in love and its about a guy who
believes that the girl would finally come back to him
Zm I saw that movie, its one of the few Indian movies I have seen with Akshay Kumar right.
SK My name is SK and Im 18 years old and Im doing architecture from chartiya vidhya peth
first year and bascically I am crazy for movies, to answer a specific I cant movie, but recently I
like conjuring, its a horror movie.
ZM thats great guys thanks for being a part of the focus group. we are going to start of with
the questions. To start of I am going to show you three clipseach clip deals with one of the vice
we are going to talk about. After each clip, I want you to write down your views on it, what do
you think about it, what do you think they are trying to show. and we will just have a small
discussion on it and then move on. after the clips we will get into the questions.
Clip 1 no smoking
ZM So this was from no smoking 2006 movie, anurag kahyap directed it, he also directed
gangs of wasseypur so what you guys think about what you just saw
SA its basically an addiction movie
ZM it also depicted a young guy standing in front of a mirror and being non chalant with his
wife and saying nobody tells me what to do. So what do you think of that attitude, his persona in
front of the mirror
Sa people do smoking because they need the nicotine in it. So its not a good thing. But upto a
certain limit ya its accepted but beyond that it can be injurious.
ZM thats a good point and as an audience as yougsters whats your reaction from seeing it.
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You are obviously rooting for this guy you're men. But as women what do you think about this
SK I was thinking that smoking is not as bad but after a certain number as he said it is bad.
And I dont think that we get the idea from him that we should smoke or to distress ourselves, so
thats not my idea.
ZM so you think that he isnt selling cigarettes. Fair enough. Do you have anything to add.
EH ya because once you get addicted to it, its very difficult to leave it. So its better not to get
addicted to it. To one extent its okay. But the way he smokes smokingsmoking smoking all the
time, is not good.
ZM let me ask you this, as guys us seeing this in the theatre .would it make us pick up a
cigarette.
MP thats not what made me pick up a cigarette. If you are talking about this movie in
particular
ZM no not just this movie
MP if the scene demands something like this then it needs to be shown. Cause if they show a
guy who drinks or smokes because he is stressed, that just what people generally do. Its a
vicious circle, people smoke, thats why its shown in the movies and then because its shown in
the movie, there are some people who smoke.
ZM thats a fantastic point.
Mp violence has been going on since ages. There have been no games or movies to instigate
that before. Smoking goes back ages so yeah so nothing is showing people that do this. Smoking
is bad in general. Do you want to defend yourself or add to his point.
TK whatever he said, when you're in stress. People who smoke, its fun for them, whether they
drink or smoke but in my personal opinion I havent picked up smoking because of movies. It
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depends on background or group circle or other people who have been smoking for a long time. I
have been smoking from 11th and 12th I was in a college called flames each and every person of
the college 99% of the college smoked
ZM so yours was peer pressure.
MP Ill tell you what I started smoking because I thought , what the heck whats the fuss about
thats why I started it
EH hes saying it happens because of peer pressure.
MP it happens, see you're in a group you try it out and everyone is doing it around you
EH- trying is a different part and getting addicted is a different part
MP listen if everyone is doing it around you and you want a sense of belonging.
EH not necessary
MP for some people it is a necessity, having a sense of belonging.
EH you mean you want to fit into that group so you have t do it.
MP exactly but some people are strong willed, they are lke okay you want to do it, go ahead.
There are people like that.
TK ya, but in my case, it was my roomates, everyone smoked daily and because of passive
smoking I got addicted, if I changed my room also, another person used to smoke
ZM thats a valid point and she made a valid point and thats the crux of the topic that as youth
are we more succeptable to be influenced and im focusing on movies, she makes a valid point of
peer pressure.so we are on the right track. I am going to move onto drugs its from the only movie
I have seen all summer
Clip 2 go goa gone drugs
Tk this is completely about drugs right?
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ZM this was a scene where they were getting stoned, you see all assortments of stoning
devices, sheesha, chillum there is also drinks there. whats interesting and the reason I picked this
particular one is that it also shows how their perception is when they are under the influence of
drugs, the kaleidoscopic images they are seeing the large color palate. Flying cars and the Asian
women and all that. What do you guys think of all this
TK this is for sure, as far as smoking goes that this should not be an addictive drug
Sa drugs are more harmful than smoking
TK once upon a time even I was addicted to drugs. In the same college everyone, used to have
3-4 joints daily but past 2 years I have completely stopped that trying to quit smoking, but its not
simple. Its very tough to quit smoking. You quit it for one day, the person knows whos
smoking, what happens
ZM what happens
MP withdrawal symptoms
TK I used to smoke 4-5 packs daily which has come to around 10-15 cigarettes a day. Means
from 80 ive come to 10 15. Very slowly I am trying to quit
ZM what made you stop drugs
TK it completely depends on the group I left that college, which I was studying my BBa just
because of this thing too much of addiction to the drugs and alcohol and everything so when I
left that college and the college had to take because of my dad, good college good college go go
go my friends college that it but after that when I was out of the college I left drugs and
everything away.
ZM fair enough. What do you guys think, 3 youngsters
SA its basically the age factor, which influences more youngsters to take on drugs smoking
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drinking and other things
MP its not the age factor Id say, its the feeling , its about getting high in youngsters anyway
one way or another. I used to drink before, I used to get smashed like every time. Everyone used
to be puking all around me so now after a certain while you're like its okay you dont need to get
that drunk or that smashed all the time. There is a particular age. Now when I drink I make sure I
have a good drink in my hand. Rather than have half a khamba of old monk I would rather have
30 ml of jack daniels or black label I will be happy with that because now Im doing it cause I
enjoy the taste of it, I appreciate it. Like appreciating wine.
ZM you're saying that in your younger age excess was a necessity
MP it was a means to have more fun
ZM you didnt know better
MP when you're high you can do all these crazy things without thinking twice about it. Coming
back to drugs. They say marijuana is a gateway drug it is true in a way, cause they start with
ghanja and end up with coke, acid, e. I have seen some of my friends down that path , smashed
out of their skulls which is bad in a way. It is bad. So as far as its depiction in movies like I said
its a vicious circle that has formed, if youve seen entourage, if you see they smoke pot all the
time thats what they do . then again that is a reality. Theyre showing in a tv series or in a movie
so once again, it happens in a movie, they show it on tv.
ZM so its contextually valid is what you're saying.
SK but too much of anything also attracts youngsters
ZM do you think that this would attract youngsters.
SK that one specifically no but ive seen a movie just cant remember the name right now, it was
all about drug drugs drugs. So it you know also, somewhere they influence ke yaar maza aa raha
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hai chal chalk e dekhte hai. The idea of seeking thrills or trying out something new.
MP doing something crazy that is what gets people into doing something like this
ZM im so sorry about the last one, the quality is not that great but im sure you can see
everything. Its 3 idiots.
ZM so the 3rd clip was from 3 idiots 2009 or 8 its considered in the last decade one of the best
movies thats come out of Indian cinemas, definite youth icon film the scene is a pretty imp one
where these 3 guys are actually pouring their hearts ort and speaking the truth
SA actually its the turning point of the film
ZM lets start of with you what do you think about this clip
SA actually as it said when the man is in the drunken state he pours his heart out I find thats
true but that has a positive side as well as a negative side. Maybe he spoke out something which
he shouldnt have and positive that a persom with whom he is speaking he get to know about his
feelings thoughts, whats going on
SK basically speaking your heart out is a good one, because for so long you keep it in yourself
and its just upto you when you are drunk you will really speak your heart out so its like you
come out of it
EH but if you speak in front of a wrong person then obviously its going to cause troubles for
you
SK depends with whom you're going to drink then
MP from this perspective guys are much more in touch with their emotions and feelings and
you generally tend to poke around. So ive done this drink and pour my heart out to friends but it
shouldnt be a necessity to be drunk to be able to pour your heart out.
ZM thats a very good point. Let me ask you this question before I get carried away. Was it
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necessary for the director produer writer to communicate this scene where so many truths come
out with each individual lead character by making them drink.
SK it was cause if you have seen this movie before, what his name? one of their friends is not
so close to them he just shifts his room because its disturbing him and he cant concentrate on his
studies and all but after this thing they become close again so that was the unity
EH not this scene it was after the chatur scene
SK ya after that scene also they went on the terrace(to drink)
MP - I mean if you see these characters individually in the movie everyone has their secrets and
everyone is holding back. Each of the characters to some extent have their own egos so in order
to loosen them up I guess it was necessary here.
EH but according to this scene it shows that it doesnt work in everyone's case. Because aamir
khan doesnt tell his real thing that hes not rancho but the other guy so it doesnt work in
everyones case.
ZM I think this is the perfect point. I think we are all now activated with the topic and which
area we are heading into. All 3 clips had youth in it. So lets start of with the questions so were
there any restrictions on your movie watching priveleges when you were growing up
SA bascically no
TK no
ZM so you were allowed to watch whatever you wanted to?
SK I had some restriction, being a girl also and my parents were worried that I would get
addicted to all such stuff
ZM so they were aware
SK ya they were aware but upto certain limit.
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ZM but how did they restrict you
SK I wasnt allowed to go to movies, the movies I could watch were at home. I was being more
focused on my study.
ZM but there was no restriction on the movies like a particular scene came up and your dad
was like yo close your eyes
SK or maybe change the channel
SA it was never like that for me but my father always used to tell me that be careful dont get
addicted
ZM did he use the scenes as a guiding tool for you guys like I dont want to see you do that
SA ya
Tk ya I once had gone with my parents for a movie neal and nikki. So my parents didnt like
that they left before the interval. So I have no such restriction about what movie to watch and
all that after I left my old college they gave me restriction, dont drink dont smoke but it didnt
work.
ZM thats fine, im not judging. What about you
MP when it came to me, when I was watching a movie outside with my friends. It was always
a pg 13 movie
ZM you can walk into an r rated movie in india
MP that happened to me once, walked into an R rated movie once. And I was there for at least
half an hour. Ya I personally never felt like going for any A rated movie and always went for pg
13 movies. And my mind changed after 9th or 10th and started enjoying movies because of the
substance, the story, the direction and I started getting into that sort of stuff. That when my liking
for movies changed. But when I was at home its a rated movie like murder. When murder 1
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came out I was at school so that used to happen. Why shouldnt I watch it. The restrictions made
me want to watch it even more.
TK once we were watching with our parents. Kissing scene comes up my dad himself will
change the channel once the scene is over back to the same channel
ZM Indian parents are stopping us on our sexual perverseness. But they let us watch things
like this. This is a pg 13 movie and 13 year olds seeing this are like hey im going to college to
get drunk.
MP but thats cause they arent ready to have the talk with their kids. It is a very important part
in the growth and development of the child. A child should be able to talk to their parents. If the
family is that open the chances of you getting into that are figuratively less cause you know what
you're walking into and you know what might happen and before something goes wrong you
know your parents are approachable which is not the case in most Indian households. So that is
a major draw back where teen smoking drinking comes into the picture.
ZM so do you think that parents should also take the remote for scenes that show drinking
MP ya they should. They should talk to them ke this is what causes this this this. These are the
harmful effects and they should be open to it. If a child does come home drunk. They should be
like okay you had it once this is not good for your health these are the consequences of it so it is
better you try and avoid it as much as you can instead of overpowering the child or forcing your
abuse upon someone. Once I experienced puking after drinking I was like bas none of that. I was
hungover for almost two and a half days. After that I was like dude I dont need this
ZM I can tell you hangover remedies later on. thats an excellent point that ya its a valid
concern that parents should realize now
Tk they should be open minded because now my parents my dad, in the night calls me to
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himself, girlfriend banana hai koi problem nahi hai. (but when I told him about my girlfriend, he
lectured me for 2 hours he said samething else earlier but changed his stance. )
MP sex is again an important part of growth and that is without the talk I think that personally
that teen pregnancies will begin in india as well. Cause again the conservative nature of Indian
mentality is what is causing more problems.
ZM lets get onto the next question. Has there been in your opinion any change in the way
content in movies have changed over time. Like you used to see in Indian cinemas in the early
90s or late 90s early 2000s, today. Lets give you an example that isnt realted to the topic, the
burgeoning rise of the item number. There was one or two in the 80s but now its every movie,
even if its not contextual. Thats an example thats not related to this topic but thats an example
of how cinema has changed
MP in the 80 and 90s they had these songs in the movies where the villain and his goonies are
enjoying and drinking and then there is this random female singing and dancing and scantily
clad. Its been going on since those times. But those songs werent given as importance as today
SA its a part of publicity and marketing. This song is there in the movie though the movie has
no content or context just because of the song the movie goes on
MP in the movie kaal the last ending song, the credits thats where they play the song
ZM similarly have you seen any changes with regards to depiction like say go goa gone. Have
you seen any movie that had psychedelic representation of drugs
SA an old movie, mughlaiazam, it didnt have any such scenes but the recent movies like go
goa gone, there is a dastric change regarding the depiction of drugs and all
MP cigarettes have been there for a long time. I remember devanad gurudatt smoking them
SA im talking about the before ones. That was in the late 80s.
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ZM actually hes making a valid point because depiction of cigarette smoking has reduced
because now cigarettes are a taboo and they are like hey you cant smoke in here go outside. Like
the movie don in 2006 by the censorship law that was levied that you cannot depict the act of
smoking. So the lookhole was that in the end of the film he lightes one cigarette and the camera
pans and you look down and he goes im the best. So what I found out was that all this depends
on the censor board. So the censor board in 2006 was more strict and wanted to put a stop to not
smoking , but after 2008, they were like lets show the smoking and have a small tag at the
bottowm of the screen saying that cigarettes are injurious to health. That works the same way. So
thats the governmental thing. And well get to that aspect of it . so do you guys things that
cinema has changed
SK today its according to the youth demand.
ZM yes that is the point cinema moves and adapts according to the youth demands like sex
sells today. Women are scantily clad in any movie.
SA I heard like this directors in foreign films like Hollywood films they totally ban smoking
and drinking on their movies. So thats a good one for the movies. So I like that.
MP- but then you see movies like lord of the rings, after they take down eisengard you see mary
and pippen light a pipe and sitting nicely and chilling, thats a kids movie
ZM he makes a valid point. And another point he makes is what if its contextual. What if as he
put it the scene demands it.and I put my point forward. Why are we giving in to restriction. Isnt
cinema an art form isnt it a form of expression. Should we be treated as dumb audiences or are
we smart enough to make judgemnets on our own basis and what is being depicted on the screen
is fictional
TK its completely about person to person about they would think how they going to perceive
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the movie like if m watching a movie, I am just watching a story. Im not completely focusing
that hes smoking that hes drinking about that. There are some people that think ke chalo
shahrukh khan darru per aha hai mein bhi darru peyonga
MP ya some people do think that thats cool and awesome. In a way its good that the government
brought up the restriction but then again we are restricting the media. So that is wrong in a way
if you restrict the media, how are people suppose to express themselves that is the basic right of
every individual, freedom of expression, freedom of thought
ZM lets just get onto the next question do you think that there is an oversensationalization of
smoking, drug usage and alcohol usage in the movies that youve seen do you think that they are
doing it too much like in an attempt to replicate Hollywood to become the take the franch
avangarde and be inspired by it they go a step too far and indulge themselves a bit too much
throwing a lot of drugs and smoking and alcohol consumption
MP but then again they are portraying drinking in a bad light. Smoking in a bad light.
Essentially by making a villain smoke. Most of the time its the villain whose lighting up a cigar
and drinking so that gives the audience the percpective that hes the bad guy doing bad things
but as a hero he doesnt drink, or smoke, for a movie like aashique 2 the bad guy destroys him so
they have shown alcohol in a bad light
TK in the movie devdas out there also they have shown alcohol means the whole movie is
based on alcohol
MP - even if they are depicting it in a large scale they are depicting it in a bad lght as much as
they can.
ZM what about a film like delhi belly or go goa gone. Though taken in a funny context they did
say in go goa gone that the ecstacy pill made them zombies. But it was done in this goofy
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manner that never really indulges like dev d or devdas.
MP you take the thing you show it in a very serious manner you show it in a funny manner.
The funny thing appeals to you its not too much on your brain its light and its right. So what
they showed in goa they showed that they are massively doing drugs but at the end they showed
that its crazy and we arent doing it again. The message comes across and was right.
ZM thats fair.
SK but that movie was for pure fun
MP but the message is valid.
ZM lets talk about educational level we being educated people in college know whas right or
wrong. We get affected by peer pressure. But we alteast know what right, we can at least read
the statutory warning. Do you think that such depiction would affect people in rural communities
not educated to our level.
Everyone agrees.
SA those who have money, they just want to match their style of urban life. So they get all this
things.
MP- I have seen idiots wearing leather pants its one thing to wear in movies but its not supposed
to wear in movies.
SA its the cameras demands
ZM ya you see salmaan wearing a bracelet with a turquoice and then tons of guys wear that so
why cant it be true for cigarette.
Tk in movies you see someone with their ears pierced. Now on the road we see everyone with
their ears pierced.
MP so statutory warning or no warning its going to happen. People dont think with their own
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brain.
ZM lets take a small break while I change my memory card
ZM so for the next section we are just going to talk about stereotyping in cinemas. In my
research when I did it I found that there were four predominant types of drunks or druggies,
comedic drunk , tragic drunk another one related to tragedy and I forgot the fourth one. When I
came here I found there was a fifth kind. There was the feminine drunk and this is particularly
true in movies In the last 4 5 years take the example of deepika you take 8 of her last 10 films
you find that she is drunk in a scene in a club and thats the only way she goes from a docile girl
next door to the party animal so essentially it depicts that she needs to be drunk to be fun. So my
question is that is it appropriate in its depiction, is it right. Is it accurate. Should it continue, why
is she doing it?
SA actually she is becoming a role model for women in that sense .
ZM feminism. Be drunk to be female. That what I got from it as an observer of Indian cinema. I
dont watch a lot of movies but she always pops up and shes always drunk
SA ive seen many of them (real life) and shes just going of the same dress theyre wearing, the
same drink they are drinking and she is a role model.
ZM do you think its a valid portrayal of women today.
MP its become a thing today that partying requires drinking.
ZM specially for women.
SK but if guys can do it, why cant women do it.
ZM but the guys in these movies are not getting drunk they are carrying the girl around . as a
man of the 21st century I felt bad for the women myself. Thats why I ecided to put the stereotype
upto you guys as women f today as well. Do you think her depiction is right
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EH actually its not right when you are drunk and not in your senses, people might take
advantage and specially girls cannot handle their drinks
MP girls can handle their drinks better than most guys I ve met such people
SA in a study its mentioned that 30 % of women after guys took advantage of them they killed
themselves. Suicides.
ZM what do you think
SK talking about women, theyre emotional.after taking drinks, girls being more emotional they
just end up with some mess. Upto a certain limit for fun not for distressing yourself or getting
addicted to drinks, but just to chill out once its okay.
TK she said they end up in amess you can take it from the movie fashion.first shes a struggler,
doesnt drink, smoke nothing but after she becomes a star she starts smoking drinking and starts
ruining her career
SA and in the climax kangana dies of over drugs
ZM drug overdose
SA and in the film she was a proper druggard.
ZM ya she was an addict.
MP they were promoting the lifestyle
ZM ya do you agree that this has become a proper stereotype for women in the last 7 years in
cinemas. You have Katrina on a bar stool, you have kareena on a bar stool then you have deepika
on a bar stool. Its the same scene in a different movie with a different hero carrying them out at
the end of the song.
Clip 4 deepika doc
ZM this was a small expose done on one of those entertainment channels in india
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MP this just adds fuel to the fire
ZM elaborate why?
MP she is already drinking in the movie. Then bombarding her with deepika piyakad hai its
like they are brain washing you that she is doing it. And then people who look upto celebrities,
are like well if shes doing it, we should too. So this is negative media
ZM but something warranted this channel to make a 6 minute piece on this particular thing
with one particular actress
MP again you're focusing on something that is shown in the movies people have already seen
it. But for people who look upto them that film mein bhi kar rahe hai, real life mein bhi kuch baat
toh hoeyngi. That is when the problem starts for people. they are already showing it in such a
negative way in movies, I think such pieces should be stopped.
SA the fashion world is actually providing marketing source for it see in a movie like
corporate. Maybe in a corporate meeting or a corporate party a person should have a drink. That
is the demand of the scene or the scenario that may lead to an addiction.
MP but then in a movie like jaane tu where they show people partying without a drink like that
guy goes up to the tendor and is like one coke on the rocks
ZM thats a good point. Is alcohol the ultimate destresser. The ultimate tool to have fun. You
arent even going to remember it
MP exactly
SA people are trying to prove it as a destresser. But actually it isnt.
ZM what do you guys think of this feminine stereotype being created.
SK its not good enough ya girls get affected
ZM I can understand this equality and girls need the freedom but we get the point now
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SA girls going out with guys or with friends. The girl who is not drinking, she is very introvert
SK they put it as boring like cocktail.
MK she doesnt drink so shes the boring one.
ZM and see they are perfectly typecasting that role they make her pray.
MK so if you arent drinking or having a good time, then the only other thing you do is pray or
worship.
ZM lets get a move onto the next question so the movies that you watch today are they being
influenced by other movie markets. So are they being inspired by, are we borrowing not only the
plots but
MK a lot of it ive seen one movie Amitabh bachhan the man on fire version. That movie was a
word to word copy down to the dialogue
ZM and like denzel washingtons character his downfall was alcohol and he made it look cool.
So anyother example like say tarantino or guy Ritchie movies. Like delhi belly reminds me of
guy Ritchie.
MP- ya its like a classic guy Ritchie film
ZM they had a cameo from kim bodnia who did such films in his prime days kim bodnia was
the guy who gave drugs to that chick in that so hes actually a really popular character so people
who watch a lot of movies it was a huge thing for us. Any other example you can think off where
they are copying other elements like cigarette smoking or drug usage
SA the recent movie London paris new york. The girl who is not drinking or smoking. Falls in
love with the guy and once she feels cheated in his memories he starts drinking amoking. Thats
such a kind of addiction.
ZM so the next question actually deals into it. So do you think movies are making money today
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from branding alcohol products and cigarettes
Unanimous agreement.
Mp they dont cause most of the time you see a censor on the brand of the maker of the
alcohol. So I dont think they are making money from branding. While they are promting brands
like coke or pepsi.
ZM maybe you know how they advertise eggs with the old man and the kid. They are
promoting eggs in general as a wholesale product. Why cant we say they are doing the same for
alcohol or cigarettes.
MP - cause there is no branding in eggs. An egg is an egg.
ZM see when you are buying alcohol the government wants tax money. lets put it this way do
you think the government is trying to place ads subliminally on the audience like hey shahrukh
khan is smoking a cigarette lets all smoke cigarette.
MP they arent promoting branding as such. There are not many players in the egg business an
egg is an egg you buy it from a chicken shop or the supermarket. But when it comes down to
cigarettes, you have Marlboros, wills, rothmans same with alcohol. So its different . if you're
promoting Marlboro. Obviously Marlboro is going to pay for it you're promoting that brand.
Specifically when they censor it, the brand doesnt matter yes.
ZM it is a huge source of revenue for the government
MP in foreign they promote jack daniels. In songs and movies they promote JD
ZM also the rules are different. The Indian law states that you cannot place ads in media about
alcohol or tobacco. So the question is are they finding amarter ways to do it
SA every law has a loophole. It applies the same here also.
MP but the people who know what a bottle of jack looks like. For people who know it works,
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but for those who dont drink its just another bottle of alcohol.
ZM so its promoting to those that already do. You guys said yes. Do you change your opinion
or stand by it?
SK I agree to his point but all over if we consider, not product branding but they are promoting
the acts.
ZM okay Ill put a pin drug usage, they arent going to promote that.
MP promoting heinekin specifically ya they would make money from branding it in movies.
ZM Ill give you a specific example. You know James bond skyfall so Heineken paid 78
million dollars with which they had a 40 million dollar interactive ad that was huge in the US.
What they did though was remove James bonds traditional martini drink. So if you watch skyfall
he is not having a martini but at points you see him holding a green bottle. So thats what money
buys you.
MP- have you seen the movie thank you for smoking in that he goes to a producer to promote
cigarette. There they say brad pitt and Catherine zeta jones smoking up in space after sex.
ZM so ya this guy goes to the studio and tells them that they are launching a new brand of
cigarettes so they need to market it. It was a satire on it. The second way of looking at it is does
this put more asses in seats. Will it attract me. They are going to drink and have fun. You think
this has just become a variant to the item song but more a point of attraction
MP probably to the masses
SA this type of attraction was taken more seriously in the film blue the sanjay dutt film in a song.
SK - no idea about all this.
MP this would attract more crowd to the movie. I personally will not watch the movie cause
they are drinking black
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ZM but it looks cool
MP hes drinking it. How does that affect me
ZM but say you're a 13 14 year old kid I love my tarantino. I have seen delhi belly and it is
guy ritchiesque they are doing drugs and the same shit they do in the American movies
MP funnily after I saw dev d I had quit smoking I saw that movie i came out and said dude I
need a cigarette so yeah there is this constant smoking thing happening in that movie. Same thing
happened when I watched thank you for smoking. The title track is about cigarettes
ZM ya it is
MP its an old song and they have shown packets of various brands. And I was like okay lets
have a cigarette.
ZM and it goes back to the point that to the people that already do it, its an added subliminal
thing that im a part of this group. I quit but I had to pick it up again. That shit looked cool man.
MP it brought back the memories, the feelings I relapsed. Not just it was cool. I just
remembered how it felt.
ZM has has watching movies with drug usage smoking and alcohol smoking desensitized your
perception towards people who do the same? When I say desensitized I mean if you are in a
group and not doing any of these things but you are okay with sort of being there while people
roll joints, pick up a chillum and smoke marijuana. Willpower is one thing but you are just cool
with sitting there and dont loose respect for them
SA its their wish. They want to do it im fine with it. Im nobody to tell them what to do.
MP its not cause its been shown excessively in movies but cause its been happening
excessively around me as well so im kinda getting used to that scenario. I used to be in one my
friends hostel and there was a guy who any time of the day those two buggers would be rolling
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and cleaning. They would have rolling papers on the wall
ZM I think its called skins
MP- ya skins ya and I was fine with that.
SA if we told that third hand smoking was going to cause cancer and affects mental state.
MP then they would be like you're okay dude just stand over there at that distance.
SA it affects the friendship because see
MP no my school friends dont smoke so I go away smoke and come back
ZM what if the persons were a douche and he was like fuck it its your problem fuck off
MP if they have a problem they mention it to me that dude I have a problem with asthma so
please dont do it around me.
TK right now in the start of every movie they show that disgusting anti smoking ads.
ZM you guys know what im talking about even in go goa saif ali said it and im like mother
fucker smokes like a chimney. Who is he to come and tell me that this is wrong and then show a
movie that shows drug smoking for half the movie
MP the funniest part is that the smokers know we have it on our god damn packs
ZM the statutory warning.
MP theres posters all over the pan shop and I want to go to the theatres put my feet up eat a
nice plate of nachos and seeing a disgusting looking face in my screen
ZM ya they're talking to a skinny guy ya he got a cancer of the mouth and then it spread to his
lungs
MP it is good thing that they are showing such stuff
TK but come on man cut down on the timing. You are going to watch a nice comedy movie
and in the start only they showsuch things.
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MP you go to watch a pg 13 movie and its still there. Im watching kung fu panda 2 and its still
there. come on man.
ZM ya master shifu is not smoking a pipe.
MP you dont scar people for lives.
ZM ya I agree with you and they arent using the proper avenues.
MP giving a warning is ok
TK in movies also theres a line smoking is injurious. But the statutory warning is dumb.
MP the audience goes aah when they see it like a big chorus
Tk if you are going to a movie in a group of 6 with 2 smokers. And when the warning pops up
everyone is looking at you
ZM im with you guys that a good point and actually saves time. Ill show you an advertisement
by the us thats scary as fuck and its what I see.
TK even in the warning they show I was 24 years old now I am not young anymore. And its
the same commercial for the last three years last three years hes just dying.
MP coming back to thank you for smoking that guy makes a valid point as well. Cheddar
cheese. Also kills people through cholesterol do they have a statutory warning for that.
SA since the censor board is censoring such scenes why do we need to see it for the movie.
MP the funny part is that you remove everything for an a rated film all the abuses, the
smoking the sex and then you still make it an a rated movie.
SA like yeh jawani, the whole movie is on the guy drinking. Then the statutory warning is of
smoking. Why?
TK the government has banned gutkas and all but the people will find another way. What was
5 rs is 25 rs now
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SA they are black marketing.
MP there are a few parts of the state where marijuana is legal right now.
ZM in india
MP US
TK Amsterdam its legal
ZM medically they have shops
MP no legal like people can smoke in parks. I mean thats funny how people draw the line
between legal and illegal
SA the game san andreas is a pure marketing of smoking
ZM you're a drug dealer in that game. Im going to take the next 3 questions and make them a
hypothetical since we talked about the restrictions our parents put and they did their jobs and
kudos to them my hypothetical to you is that lets assume that in 10 12 years us all we all will
become parents too, as parents. In coming days what restrictions would you put on your kids
knowing what you went through. In your own youth and gaining the experience yourself. You're
the parent now.
SA first be able to talk to them open up share your views and experiences with them and tell
them to also to be open minded that things that we went through we do not want them to go
through as well
ZM show them the scenes like your dad and be like I dont want you doing that .
SA you should explain things properly.
ZM not the blitzkrieg campaigns in theatres do it slowly.
TK you should not bombard them with the knowledge of things.
MP if my son comes upto me that dad I want to try a smoke. He should be able to come to me
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that I want to try it.
ZM he should come to you before his friends
MP I know hes doing this in front of me and after that I can tell him exclty why I dont want
him to do it.
TK that happens right now also. If you want to drink tell me so its just a part of saying but we
arent going to go to them
ZM but see heres my question you said that you have a girlfriend thats cool and then he
flipped out later. Knowing this fact im not going to go to my dad you're not a man of your word I
dont trust you.
MP thats what happens. They put these restrictions on you without telling you why you
shouldnt do this.and when they tell you you cant have something that is exactly what you want.
ZM thats fair
MP why are they telling me not to do this I want to try it for myself and do it myself. I want to
experience it and figure out if it right or wrong for me. My parents should respect that I am my
own person. I have to make and live with my own choices.
ZM anything else ets keep a move on. what censorship techniques did the government or the
industry employ to such content. As an example when I did this research in india, cigarettes were
blurred or had a cartoon carrot depicting it. Around 3 years back I was watching world cinemas
the channel they show a lot of international films. I was watching an Indian film I think it was
raincoat. Aishwarya goes out gets him a pack of cigarettes and he starts smoking. Now the
minute he puts it in his mouth, the cigarettes a cigarette but the minute he put it in his mouth it
became a cartoon carrot. So hes pretty much sucking of a cartoon carrot. And this was bizarre to
me and im a voracious movie watcher and I was enjoying the film and that little thing, like I
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would have taken a blur but putting it as a cartoon depiction took the movie away
MP ya it ruins the movie.
SA it helps the movie. See because there are kids and it was on tv. And kids like it. And they
take it as a funny thing.
ZM but ya its a movie called raincoat and it has no funny moments or joy for any 20 year old. I
can understand with go goa if you get a pg version and a kid is watching and instead of weed
they are tripping on a cartoon carrot. Thats a fantastic point that.
MP thats something they did with how I met your mother, the sandwiches.
ZM yes you're not the first person to make that example. The show is popular so marijuana
becomes sandwiches. So they are like me and lily rolled up a giant sandwich
MP everyone is smoking in that series and they quit.
ZM they also use these youth icons to market their product. Ill show you a clip
MP but then again there are series like breaking bad.
ZM braking bad comes late at night.
Shah rukh youth icon mcdowells marketing.
ZM so they are marketing mcdowells mega movies. See they cant advertise alcohol or
cigarettes legally even in the early days Rahul dravid had the four square bat. They could never
do that. They stopped it.they have music cds soda bottles. My question to you is that are they not
using the youth icons of today of our cinemas to influence us.
SA miley cyrus then Justin beiber he is the biggest drug addict.
MP Lindsey lohan
ZM but they do it off camera and they get caught
SA but they are youth icons
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ZM you are perfectly right
MP Charlie sheen
Tk right now who got caught vijendra singh. Drug addict.
ZM I read that he was on the news today. Whats your reaction? I mean this plays on tv a lot. I
have tatasky and on channel 0 whenever the light goes and comes back this plays, this guy and
dhoni and harbhajan singh and gambhir and all 5 are youth icons who we look upto, we watch
their movies, we adore shah rukh khan. I think hes a good actor. Hes endorsing seagrams royal
stag. Hey I want to try some. The mega movies makes no sense. What do you guys think of this
marketing tactic and can you think of any other.
SA actually its part of the loophole thing. Its a loophole. Its basically getting off the law and
going the wrong way. You're promoting something thats not right on the tv or in the public.
Thats the point you're simply promoting a thing thats not right, but in the right sense. Thats
still wrong.
MP they have chivas regal ads
ZM but as club soda.
MP chivas regal they had bravery awards and stuff I eman its funny.
SA now havards has an academy, hosla buland academy
ZM can you apply
SA and they come up with a book of people showing their bravery
ZM and here we have the manikchand hospital.
MP in the movie thank you for smoking, the first interview hes like were opening some million
dollar academy to stop teen smoking. And the guy is like but you are part of the smoking
federation and hes like these are our customers. No ehy would we want our customers to die.
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SA the one who manufacters the poisons gives the antidote themselves. Whats the sense.
ZM ya its such bullshit. And this blatant thing that the government thinks its acceptable.
TK on the highway, there is a manikchand college.
ZM and I havent seen one seagrams movie or music cd at the store. At the club soda I get is
dukes man
SA same with Bacardi. I never get the cds from the store.
ZM so they are advertising alcohol and the government should be like this is stupid and the
audience knows its alcohol.
MP we know what you doing there and we know what going on .
TK government cant also say anything cause how much ever money is needed to prepare the
advertisement, half of the money is going to the govern ment .
MP The only strong stance against tobacco and alcohol is to ban it.
TK if they ban also, like right now like gutka, they are still getting it.
MP make it illegal.
TK whoever smokes, he knows how to get it, where to get it.
MP ow would you go as cooly to buy cigarettes to buy marijuana as you buy cigarettes. You
will look 10 times around you
TK whoever is selling marijuana right now, there will be 15 people standing before that.
MP will you be that careless to go to a tapir and then go to some guy to buy marijuana. If you
get caught you get screwed. There would be a reduction in smoking. Objective achieved.
SA ruby hall cancer institute, the slogan at the entrance. Manufacturers of cigarettes kill their
best customers, whats the use.
TK owner of RMD has himself opened a cancer hospital there
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SA that slogan is the first thing you see
Clip alcohol parody
ZM so this was a parody that makes the points that you guys were making.alright lets come
back to you. This is more a philosophical question to you the youth of today. The leaders of
tomorrow. Are there any govermnet restrictions that you feel can be added or removed. Lets
starts with things that you want removed. Like start of with the anti smoking ads in theatres
TK ya
ZM stop it. Its not working.
MP people who smoke, they dont slow.
TK people that smoke they have seen it onece. After seeing it once or twice its a headache for
them also.
MP thats what people do , they go late for the movie. If the movie starts at 10 they go at 1015.
ZM its going to be the bomb ad then the smoking, then the national anthem and then they walk
in
TK now they have stopped showing trailers and all. Before the movie, they show this and then
start the movie.
ZM okay now you're older you're part of the censor board. They call you up you're young, we
want to do it right this time around we want your help. How do we put warning of sorts, a polite
request or at least small information to the audience. How do we tell them without showing the
anti smoking or remove the black tag or let that be. What can we add.
SA real life examples. But different.
MP its not financially possible.
TK to make that ad they need crores of rupees and to make different ads,
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MP you have the celebrities advertising brands, instead of that we can use them
ZM say something they can do is before the movie starts pop it up with something like for
more information go to www.cigarettesmokingkills.com.
TK if they put a celebrity also like shah rukh khan some people who like him, they think that if
he is quitting we can too
ZM but when I saw saif ali khan I thought its such bullshit.
SA hrithik roshan provides books about smoking why because they arent going to stop. Shah
rukhsaid that he cant live with out it. But it was hrithik who quit smoking. Ranbhir once stopped
but he relapsed
ZM would you say these youth icons telling us to drink seagrams whiskey.
MP exactly, anti smoking should have a similar campaign without the gory stuff. Amitabh
bacchan should come and say that smoking is bad intead of marketing maggi hungaroo
ZM ya hes never eaten maggi in his life.
MP he is an icon for the youth and the older generation. And frankly he is tarnishing his
reputation might as well make use of him for better purposes
ZM the government should approach him we cant pay you as much and they do ads for polio
and stuff .
SA aamir khan is also promoting that nourishment thing.
MP have a campaign minus the gore even if they come and talk to you people will be inspired.
SA share hrithiks experience, how he felt when he quit smoking.
ZM what about female smoking and drugs. You think the cinemas is still young. Let them
drink in a few more movies.
SK ya its just come up recently in the last 5 years
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SA you can use asha bosle for that
ZM but then these 2 girls are like man asha bosle doent drink why should we listen to her. its
the best thing on warth.
SA she could explain I am not drinking my throat is clean I can still sing at 70. I made 15000
songs. I dont eat ice cream . I am just telling the example she gave in Indian idol.
ZM dont do alcohol at the same time, dont eat ice cream put it down.
MP the people who are already drinking, are going to keep drinking but the people who arent
used to that or are influenced by celebrities those people may reduce that is a possibility so the
growth of alcoholism and people getting affected by drugs that may come down. There wont be
any virgin drinkers.
ZM what else can you do to delay this virgin influx of first time users.
MP instead of scaring them you can inspire them that works better
ZM or to teach them okay lets do it in moderation stop at 1 stop at 2
MP these clubs should strictly follow the rules that no selling alcohol to people under 21
TK first it was 21 now its 25
NP at 21 you can have mild beer and wine, its 25 for hard liquor. If you're responsible enough
to raise a kid at 18 or 21 you are responsible to drink.
ZM wait you're 18 and you have a kid is that what you're saying
MP no you can get married after 18 and 21 you can have a kid.
ZM but you will be 35 when the kids start thinking about drinking
MP but if you're responsible to take care of a living thing, you are responsible to drink
ZM but what if it was an unplanned thing.
MP But you are of legal age
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ZM I also think that by that age you are out of the age of excess
MP like everyone I hang out with stops at 2 or 3. Nice taste nice time.
ZM I want to remember these memories now.
SA I just met the guy who put his pics on FB with a glass he got around 3 likes. He was like I
got this much likes so I better be going on with this, which is actually a bad thing. Whats the
sense you are getting a like so you are continuing the drinking.
MP you look good in peoples eyes its become a stereotype if you drink you are a party person,
if you dont you are boring
ZM thats what movies taught us right female stereotype.
SK right now its new and it will continue for a few more years. The anti ad campaigns irritate
us.
ZM what do you think of these shah rukh kahn types coming and advertising liquor.
SK ya they shouldnt do that.
SA the money is playing a vital role.
ZM how much money does he need right now in his career why does he have to come out and
advertise it.
SA competition.
ZM salmaan got a rolls Royce so I need to get a rolls Royce.
SA hes doing these many ads so I need to. Its about the popularity. I need to do more ads.
ZM shouldnt they rather have a moral responsibility and inspire them
MP inspire the youth with movies like rang de basanti and swades.
SK but people need entertainment.
ZM I thought chak de was more entertaining than the movie where he dances in the
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competition.
MP you have directors to make such movies.
ZM do you think depiction of these things is reflective of the real world.
Unanimous yes.
MP it happens thats why its shown and before its shown, it happens.
ZM and in devdas you have to show the drinking to show his downfall. Okay. Would you call
consumption of these thing in your peer group normal excessive or minimal
EH minimal
MP drinkers cause everyone drinks.
ZM what would you call your group in flames.
TK excessive.
SK ya even I had an excessive group
ZM why did you say it in the past tense are they not your group anymore.
TK ya we arent together now and its to do with the drinking.
ZM so it did affect you
TK ya, now I drink occasionally within limits.
MP I had friends who used to smoke up daily like dude lets chill dude but then even they
realized, this is taking up too much time and doesnt lead to anything productive and they
reduced.
Clip tobacco free florida.
ZM I remember when I did this with the last group, say that too scary, but sometimes isnt it
good to just scare the bejeezes of of people.
MP no it doesnt help. They should know why its wrong and not that its scary why its harmful.
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Ad people tend to ignore really serios points. But if you put it in a funny way, its easy to relate to
it in a funny way
ZM how? Like the jhonny walker man or the chaplin gags.
TK they should at least show it in a way that people can at least watch it. Showing gore and all
is very scary.
MP you could laugh it off
SA recent example bhaag milka he drinks, goes out with the girl and after that loses the races..
then he promises to avoid both and then gets the title of flying sikh thats inspiring.
ZM I was just pointing out that they could do real life examples and this was one
SA this was what I was saying that give real life examples. Like this one, they could repeat it.
But repeating it would be a headache.
MP but dim the lights behind that lady and she would scare the bejeezes out of you .
ZM ya it starts with a youth picture and then 20 years later she is here. with the hole in her
throat.
MP like tony stark
ZM funny you should say tony stark. In iron man 3 disney insisted they not show him drinking
a drink. So you never see him drink, so Disney has realized the need for censorship. Right do
you think this depiction in cinema has influenced your attitudes towards them?
EH no
ZM so cinema has nothing to do with it.
SK if you are already addicted to cigarettes or drinking then it will make you relapse.
ZM if you are 13 and you see delhi belly or 3 idiots and you see them sitting cooly at the steps
of the university drinking and shooting the shit and you are like man I want ot go to college and I
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want this life. As kids we have had these thoughts.
MP It didnt make me start.
ZM ya when I saw it it was in my head
MP when you drink you reach a level when you cant get higher than that. Im already doing that
and seeing something im already doing.
SA Aashique 2 had a positive effect that drinking kills and it spoils the life. And it has a
positive attitude on the people that stop drinking. It will ruin your life.
ZM lets just go aroung the room and answer this one simple question you can add an d
elaborate. Are you happy with the curren level of depiction in Indian cinema today. Do you think
it can be stopped, reduced, moderated made more artistic. Do you think the actors, parents and
goverments have an obligation to the audience and finally sum up do you think movies in your
opinion are affecting our mental setup with regards to these things.
MP I think that the censor board should be a little more liberal cause again people are like kids
, you say you cant do something and they want ot do it more. So they might end up doing it
anyway. So no being liberal but moderating. That is impt. Completely off the topic, but depicting
gangsters like heroes is something that they are doing wrong. They are bad people what they did
is wrong. You are misleading the public and they get sympathy over it.
TK like they have a sequel coming on independence day.
MP so you are depicting something bad in a good light
SA like shootout at lokhandwala. Wadala.
ZM so they should moderate it
MP show cigarettes for what they are they are bad. Open the eyes through the movies.
SA there were no controversies for shootout but for vishwarupam
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ZM why was it
SA I didnt see it.
ZM irrespective of anything the movies should be better.
MP promote good movies.
TK in the movie once upon a time, ajay is drinking at a party and holding cigarette, emraan is
mimicking him. Others who are watching the movie also think it looks cool
SA and because of him the girlfriend had an attack cause she had a hole in her heart
ZM so she was more succeptible to the smoke, so do you agree about the moderation and the
government should stop this now or else it will escalate.
MP but then dont hamper the creative side of the media
ZM what about Hollywood, france british they also have these movies and they feel that since
movies are the ultimate representation of art they should have all the freedom . and in their own
way its valid
MP ya it is. Cause if you cant paint in a particular way, there is no point in painting. You are
cutting down on their liberties.
SA sense in what you depict in the art form
MP see the controversy in MF hussain painting, what he perceived in it is his vision and he isnt
forcing it on you
ZM but I get his point, if im getting you correctly okay say guy Ritchie film or gans of
wasseypur iits okay show it all but say iron man 3 or a lovey dovey movey doesnt need it and
you can drop it and for the art house film you can have all the liberties. I think thats the point
you are trying to make in sense in depiction.
SA I just want to add that parents need to be open to them talk to them freedom is one different
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thing but responsibility towards children and childrens responsibility towards these things
matters the most. Teach them the responsibility dont force it.
EH I totally agree with all his points like we should moderate it and all that.
ZM and are you happy with the current censorship they have on tv with every time they light a
cigarette that thing pops up
MP I was watching game of thrones and the mose important part maybe because it had nudity,
but it has a context in the story and its cut it out.
ZM and the same thing happened with me in raincoat. The whole thing is a conversation. Ajay
is lighting up now if hes smoking a carrot Im not going to enjoy the movie.
TK people watch a movie for an item song and when it comes on tv they cut it .
SA on tv serials, they banned smoking and drinking.
ZM but they showed it in breaking bad but it comes at late at night. In America we have the
safe harbor time zones so from 10 at night to 6 in the morning they can show their content
MP with shows like roadies they have abusive language.
SA in big boss they have smoking areas but no cameras there.
ZM ya in tarantino movies, they open with long conversations over cigarettes and I agree with
you that they should not cut it. Cause this is what art is
MP and this is reality.
ZM and it pisses us off like what the fuck was that. If the cinema comes together with parents
and decides to make 2 types of movies one for the youth which doent need such content and then
the arthouse films for the older audience
MP plus they can check for ids in theatres. There are kids sitting in movies like gulaal.
ZM that is a valid ethical issue.
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MP ya its the internet age and everything is available there. I can get uncensored content
online.
ZM ya all these videos are online
MP then there is no point in having censor board to begin with lets finish it off
SK I think I agree with all the points. And im okay with the feminine stereotyping.
ZM its cool if you feel that this blitzkrieg is helping feminism and will be curtailed on its own.
MP but its anti feminist.
ZM see thats your point but to them its allowing women to be equal to men.
MP the girl is getting drunk and man is helping her. so technically its so anti feminist.
SK not necessary that every girl needs a man
MP but thats what they are showing. Starts with dil to pagal hai .
ZM I may be reading it wrong. But its allowing finally in the last five years for women to talk
to have their own opinions and they feel that it will be moderated in the next 5 years and I have
accept that point cause they are the people this really affects. Thanks guys for your time we are
done.
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ZM im about to start my 3th focus group, third one in India its 335 hi guys. Lets get started by
introducing ourselves. Tell us a bit about yourselves whatever you want to talk about and as an
ice breaker lets talk about your favorite movie
AG I'm AG I am 22 years old and I have studied bachelors in business administration from
sympiosis pune. And favorite movie I could say Snatch for me
ZM can I get a brief description of snatch, why you like it.
AG its got a good a really interesting storyline to it a good twist in the end its a catchy movie
when you're watching it you're like completely into it its an engrossing movie
NA my name is NA I am 25 years old I studied graphic design and video editing I completed
my marketed management I am working at a designing agency right now and my favorite movie
would be chaos theory. I really like the movie cause of the story because of the mad twist
towards the end
VT hi my name is VT I am 21 and I'm studying at symbiosis and I'm getting my bachelors in
economics. And I think my favorite movie would be apocalypse now why because its violent and
martin sheens awesome
AP Im AP Im 21 years old I'm in the 5th year of law school in symbiosis law school pune and
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I dont really have a favorite movie but it would be Kramer vs Kramer because it was a really
gripping movie, its old and close to the heart and ive been watching it since I was little
MP my name is MP I'm 22 years old and I'm studying architecture in bhartiya vidhya peth and
I would say one of my favorite movies would have to be Constantine because it has an awesome
religious fictional flair to it.
ZM so we are going to kick off the focus group I'm gonna start of by showing you three clips.
After each clip we will talk a bit about what we saw
Clip 1 No smoking
ZM comments, what do you think.
VT honestly that was quite stupid. I mean the portrayal of smoking is completely unrealistic its
just acting.
NA I mean see we all smoke. I smoke but I dont see myself doing such stupid shit when I
smoke
MP I didnt quite understand what happened with the other dude
NA its a rip of of thank you for smoking
ZM no its not
AP I dont think the point of a movie is ever drugs smoking or alcohol its just made to
accentuate a character or to explain a certain influence this vice could have on the plot its not
supposed to be the whole story like how this movie was. The whole thing was about smoking it
made no sense
NA this movie is about smoking
AP I dont know which movie this is
NA its no smoking
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ZM they linked it to the holocaust and it was bizarre he went Darren aronofsky not thank you
for smoking 2006 its the guy who made gangs of wasseypur anurag kahyah
VT gangs was good
ZM so what do you think was the point of the whole scene with him smoking in the bathroom
and then standing posing in front of a mirror
AP ego problems
NA because somebody asked him not to smoke and thats why he was there looking in the
mirror and he feels to cool and says no one tells me what to do
AG shes asking him why are you smoking in the bathroom
MP cause he sounds like he was going to die cause thats what the doctor was telling him or
some shit.
AG I think he was hallucinating and thats why he was at the doctors
ZM so do you think his portrayal was a false sense of cool
MP a failed attempt at it
ZM anything else from it
VT not from such a short clip
Clip 2 drugs go goa
ZM what do you guys say
NA I like the video
AP ya it was good
VT I mean whoever made that has certainly done acid
ZM this was the only movie I saw this summer hindi and this is the only movie I have seen
where they have tried to portray the psychedelic effect of being high.
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AG I think this was pretty much the first movie made on zombies
ZM lets not focus on the zombies though they do say that they drop acid and become zombies
NA and they kill them with coke
ZM so what do you guys think of what you just saw
NA I liked the video the way it was shot was brilliant the effects were good.
ZM this portrayal was authentic
MP not authentic cause if I'm not mistaken this whole song Is based on smoking pot and I
dont see them doing anything else and babaji ki booti is reference to smoking pot so I mean
exactly trip balls on pot
VT I assume they dropped acid somewhere
MP I'm saying in reference to the clip I havent seen the movie.
NA they dont so the drug overthere but the thing he is saying right. They showed something
else
MP as far as doing the dumbshit bit goes I can understand that but it wouldnt be as
halucenogenic as that. It was slightly exaggerated but it was pretty good
AG- its not that intense.
ZM do you think it would affect a younger audience a 12 or 13 year old kid
MP its hard to say it depends on individual psyche
NA last time I did this I couldnt remember it was exactly like this. We met 4 friends and I
couldnt handle it after that I didnt feel like doing it anymore
VT but thats because you did it a movie has nothing to do with it.
ZM do you think a younger audience
A -but a younger audience doesnt singularly see this movie if you watch shaitan you see how
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you have coked out kids killing people and killing each other at the end and it was just a
complete disaster so its not only that they are exposed only to the good depictionthey are also
exposed to the bad depictions of drugs which is the whole point of the free society
MP Also I dont know how you would restrict the kids because the whole U and r and A
system is complete bullshit here in theatres.
VT but I mean even the portrayals of people smoking is not too realistic you know I mean kids
are going to know its not realistic
AG ya its just portrayed in a fun way its not that intense
VT if you have a scene like where drugs are normal and the guy keeps smoking pot and hes
there in the background I think that would influence kids more than this kind of portrayal
NA but then they show them having a lot of fun I dont know
A is that the medias responsibility like the lack of involvement of a parent is what allows a
media to influence a child if you are involved enough as a parent then I dont think
VT not really I mean no matter how much there are portrayals everywhere
AP- exactly why you cant turn around and blame the media cause in the end youre the one
whose gonna win only
MP I cant speak for the younger generations our parents are fairly involved in our lives but the
younger generation not so much
AP but thats not how its perceived in our country yet till the age of 16 you are considered a
jouvenile and everything that you do is not your liability its your parents fault so till the age of
16 what you do and dont do is vicariously your parents liability which is why our parents
involvement becomes such a vital thing
MP but how much does that happen with someone say 5 years younger than us.
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NA and nowadays they are too rebellious
VT thats what everyone says man every generation
AP thats true and thats how it goes and not only are they rebellious, they are also getting
smarter like you know if we are able to speak about all this its because we have been there done
that and we know how it turns out so we know how to make intelligent choices to do or not to do
the things but the younger generation is going to choose to do that 5 years earlier and make those
intelligent choices much earlier
VT thats if they make intelligent choices
AP maybe they will
NA I have seen kids in the 10th standard who are already smoking cigarettes and drinking
MP fucking go to gurukul 8th standard 9th its ridiculous
AG but I dont think they learn all that from movies one spolt brat and then everone else gets
into it
AP movies maybe accentuated but its not about movies
NA I couldnt blame my friends for my smoking or drinking I was among them when they
were doing certain things and that why I started smoking. But I wont say anybody forced me
AP it comes from us
AG thats what I said, it started because of our individual and not from movies
AP I dont think cinema has that kind of power.
AG none of them started from looking at movies
NA and I dont think there were such movies also
ZM alright lets carry on
Clip 3 3 idiots
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ZM what do you guys think
NA this is rather sweet movie. There wasnt much in that
ZM okay ill ask you in this way so this is a vital scene in the movie 3 idiots considered a
modern day gem in Indian cinema considered a movie for the youth and they chose to this huge
exposition while the characters were inebriated under the influence of liquor so my question is
this did they need to do that need to have them drink and pour their hearts out
NA everyone has seen this amongst their friends also when you get drunk you become like that
and they did something stupid after that also they go and pee
VT you get that feeling of a bromance going on thats why they get them drunk
MP thats true drunk people do spill their balls every single feeling
AG and it wouldnt be that much fun watching it if they were sober
AP- no it wouldnt be real the whole point of an engineering college where you have people
coming from different backgrounds and getting to know each other and living with their fears
like that guy who wears like 10 rings aamir will never tell him dude whats wrong with you. He
tells him that because hes drunk and the conversation flows a lot easier under the influence of
alcohol. That doesnt mean it wont flow if you are not under the influence of alcohol but its a lot
easier
NA liquid courage
AP so even things he tells his other friend I dont remember he was saying something about
wildlife photography then I dont hink he would have told him that when he was sober. The
whole point of that was to bring out that you can be more candid more free and more feerless
ZM so this once again was an authentic depiction
Everyone agrees
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AP and more than anything else it was put in the most logical position in the movie like it
brought out more stuff in the movie
NA everyone when they are drunk do stupid things I think it was a good enough depiction of
people getting drunk
VT but I feel like this would have a greater danger on children their chances to start drinking
are much higher because this is shown as completely normal
MP and alcohol is not illegal
VT but its technically illegal till their 25
ZM that law didnt pass
AP well its 21 for beer and wine and 25 for harder liquor.
AG in Maharashtra and delhi
ZM were there any restrictions on your movie watching priveleges when you were growing up
MP I think the only restriction was that if you're going with your parents they will take you
AP not a lot
AG you couldnt get out in the theatre that was the only thing otherwise the parents wouldnt
mind taking you
MP I guess information wasnt available as freely back in the day so if it was A rated and
you're not of age then your parents wouldnt take you
NA ya but when I was a kid my aunt would watch this stupid show called santa Barbara and a
guy marries his cousin and obviously I was a guy and I was interested inpeople kissing and
whats going on and my cousins would close their eyes when they would see something like that
MP thats true like the talks of sex and whatever I wasnt allowed to watch friends.
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NA I wasnt allowed to watch Baywatch and my mom was like what are you watching and I
was like they're life guards
ZM why were you not allowed to watch friends
MP cause they used to talk about sex
ZM but never content like drinking
MP there wasnt a lot of drinking in that besides chandlers smoking once in a while
VT and that they portrayed very negatively
AP and I think thats the difference between our generation and the one thats right after us its
just that our curiosity was limited to the opposite sex. Sex was like the first thing we wanted to
know about after which smoking drugs alcohol came in the picture which was a little later in life
so when we were kids it was probably just that
ZM okay lets put it another way similar to friends todays shows like how I met your mother
portray similar themes. The cafes have turned into a bar so do you think there would be
censorship on that show now if you were 10
MP I dont think so because now they have increased censorship on pretty much everything on
tv and so it really doesnt matter. You could watch anything and you wouldnt have a problem
with it
NA they censored punk on VH1 they played the song by little wayne bitches love me and
theres beeps everywhere
VT I was watching lord of the rings and he said salted pork but it stopped after salted and I
thought there was something wrong with the video.
MP the censorship is ridiculous I mean it doesnt really matter cause they blur out stuff on
bottles and stuff if it on liquor they blur out the labels.
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ZM has there been in your opinion any change in the way that movies have changed over time
AP they have finally become more realistic like movies arent like some strange fake
pictorization of the world at least in Bollywood it has really changed
NA no I think they have become more bullshit over time
VT for every 10 movies you have 1 good movie.
AP ya there are movies that are shit but you do have directors like anurag kashyap who bring
things to the cinema dev d was path breaking for Indian cinema the way he brought drugs and
everything into the picture was insane and this started with directors who had the guts to strap on
a pair it started with chandni bar movies that could really make a difference. Page 3 movies that
actually showed stuff that we wanted to see and now weve come full circle and were doing the
same thing like from fashion which was a big deal they came to heroine which was just
redundant thing all over again just because it clicked once. So we reached a point where we
started doing well
NA but fashion hits another topic this wasnt the same
AP it was the same
NA this wasnt the same
AP it was the same thing but it had a better actor in the first movie and a worst one in the
second and thats it they just did the same thing
ZM so what was decided have they changed over time
MP basically now they just have the balls to call it just like it is as apposed to just some shit.
VT but its still a minority percentage, maybe one or two directors
NA there is one director, theres anurag kashyap theres nobody else the others made horrible
films.
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AP what was that movie with that kid with the song about kodar. You have movies like kodar
youve movies like tare zameen par we are making realistic movies yaar.
NA I agree with you but kodar was a non commercial movie that didnt do well
AG those were movies with messages and they flopped not like block busters.
AP see block busters are never going to change this is Bollywood and this is india and thats
what sells cause everybody doesnt understand off beat real cinema
NA I think one thing is there that at our age we were forced to Bollywood very early like if I
think of movies I can name 10 movies off the top of my head that are copied clearly from
Hollywood. Like saaya, that was completely copied from dragon fly kevin Costner and john
fucked the whole movie up these people have no creativity
AP I'm not saying Indian cinema is perfect but I'm saying that it has changed for the better over
the years
NA one movie that I liked was kya super cool hai hum it was very funny
VT it was like watching a stoner film
NA it was like one of the American pie stupid humor so it was good
ZM repeat question
VT ya but then thats expected to keep up with the times.
ZM so its become more organic depiction
AP its become more realistic like to some extent like the movie Ayesha. It was a commercial
movie and they were just trying to depict like a rich spoilt brat but in that movie theres a song
called sham where she s sitting and smoking pot and that realthats how it is even the rich spoilt
kids and even the poor people page 3 and that roadside movie everybody does these things and
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its not some secret anymore cinema doesnt just show you the reaction anymore it shows you
what causes it
NA I know what you're talking about the song was ridiculous but I mean the whole depiction
of how everyone's having fun and too Americanized
ZM do you think there is an oversensationalization of smoking drug usage in movies thatyouve
seen
VT ya most definitely its always elevated more than what it is the effects of smoking and
drinking either you have too many positives or you have too many negatives you dont have like
a clear picture
AP and they have romanticized it to a great extent and theyve made it like the movie is not
about smoking or drinking but smoking or drinking becomes how you define a character for
something which makes no sense
MP I guess that makes sense cause that how the older generation would create it.
NA ya like the bad guy would hold a cigar
AP but thats not how it is today a bad guy smoking or a good guy smoking doesnt make a
diff to how the youth perceive smoking either way someones smoking on screen. So if you have
hank moody smoking for 5 seasons of californication whose the lead character it doesnt matter
to me if it was him or in ER they found a bag of heroin inside a stomach and it was a acene
where drugs killed her and the whole series went to shit either way its on screen so it doesnt
matter and the youth is going to draw to it good or bad and theyll make their decisions. They
just know about it through the movie
AG one question is do you know how many are affected are more caught by a hero smoking
rather than a villain smoking because a villain smoking is a bad thing but none of there are
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influenced by a hero or a good character smoking will someone who is 15 years old be more
influenced by smoking in a villain
VT I dont know about modern Bollywood cinema but in the old films the villains used to
smoke just to increase his evilness and that was stupid.
AP exactly and the hypocracy has gone today like smoking is a habit its not the character
anymore
ZM so they used these to develop the character.
AP ya to accentuate it. They wanted to show how
NA on the other hand you see once upon a time in Mumbai ajay smoking and hes too cool but
hes playing a bad guy whos a good guy. But thats another thing
MP maybe they're trying to depict something when people are drunk in Indian cinemas I dont
think they have a full grasp on how it would be I dont think anybody talks like that when drunk
VT all these Delhi people talk exactly like that
NA like another thing is what she said I have an uncle whos an engineer and I want to ask him
did he smoke because we know these people have done something stupid when they were there
you dont need movies to inform you of such things, you are already well informed
AP its lgical think with your head its engineering school theyve studied their asses of for years
they reach there its a gang of guys, no girls thats how they kill time, everybody knows
depicting on screen is just showing to the illiterate crowd that even if you spend 15 years of your
life studying this is what is coming for you, so its okay t go to engineering college
ZM you said illiterate crowd and you said we are in the youth bracket and wont be affected by
it able to perceive whats right or wrong. What do you think of the poorer crowd village crowd
people who really idolize these actors do you think they will be affected.
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VT most definitely
MP slightly more I think
AP its more off a way of life in rural india. Where we are today our parents still stop us from
drinking and doing these things. In the south my grandmothers drink alcohol and its okay. All of
them do and ts ool cause thats how it is
VT but in the south the mob mentality is ridiculous when it comes to movies. Actors in tamil
nadu are not allowed to smoke on screen because people just follow them .
ZM salman khan wears a bracelet and for 4 years I'm still seeing people wear them they follow
them aesthetically so whats to stop them from following behaviorally.
NA but none of them have actually played something that stupid like smoke on screen .
ZM are the movies you watch today being influenced by other movie markets
Everyone says ya
AP for the better
NA dabaang was copied straight out of a tarantino movie and it was a horrible movie and
people loved it.
VT honestly I thought dabaang was damn funny
AG like leave your brain at home and watch
NA how do you do that I found that movie stupid
ZM but which movie was it ripped off from
NA I was just talking about the effects and the violence.
ZM I thought they followed the south Indian films
MP thats started now but a lot of movies have been ripped off from Hollywood
VT but the south Indian movies saved Bollywood.
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ZM what about things like drinking
AP but whats wrong with that
ZM I didnt say there was I asked if it had.
AP you can access movies like memento but a majority cant so theres nothing wrong with
adapting it.
NA they should give them royalties. You are copying beautiful movies and fucking them up
the first was choote meyan bade meyan they copied bad boys Amitabh bachan playing will smith
I mean dialogues you copied from that
ZM see its his perception on it. But the question is not about good or bad its trying to see if
they are doing it and how are they doing it they have scenes where they sit around cafes and are
having huge rich conversations. If Indian cinema copying something like that
NA nowadays movies are becoming a little too bold if you see the trailer for masti or delhi
belly its a big thing to show a guy getting a boner and most people didnt understand the scene
and no one is laughing.
AG they dont want to laugh its embarrassing to them
NA and they are like tashi you need to shave and I burst out laughing and nobody understood
that.
ZM so they are copying sex in 5 years do you see whos the top guy ranbir sitting in a caf,
lighting up
AP Rockstar, yeh jawani smoking through out the movie.
ZM do you think movies are making money from branding alcohol products and cigarettes.
This could be subliminally or more direct.
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AG definitely I mean the only reason they would tie up with an alcohol company is so that
both of them makemoney
VT but do they depict the alcohol on screen
ZM I mean like seeing a green bottle would be easy enough for us to figure out that its
Heineken
AG there are certain movies wherein they show the alcohol it was kept in a way wher you
could see that they are advertising it
NA what ive heard is that dabangg did a lot of branding in the movie.
AG what happened was they wrote the song zadubam and released the film so first zandubam
was alright thats good for our brand but then they realized they could sue them and have more
money so they did that so the second time they took permission from fevicol
AP but they do that with everything tata tea in baghban they had ertiga which was in the movie
mere dad ki maruti. Was the worst movie ever. They went to the extent of showing the whole
turning radius boot capacity and ground clearance the whole movie was a commercial.
ZM lets put it this way if you're a government guy or a movie producer and say royal stag
comes to you and says you want 25 lakhs you're like ya and they say put my shit there for 3
minutesare you going to do it.
AP if I anyway had to show a bottle of alcohol and I'm not infringing any trademark patent or
copyright by projecting that particular brand on screen then ya I would do it.
VT but I dont think its legal in india to show brands.
ZM they have loopholes.
ZM bottles like jack daniels are pretty familiar to us so just copy the shape and show it.
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AG if the movie director tells you to take the money and show it for 4 minutes or then he wants
to show jack daniels and jack doesnt mindand itwill be good for both
VT sometimes they show jack daniels as the symbol of class
ZM now lets go to the point of using youth icons who sell liquor
VT ya they do that but they say buy our music cds
NA or water
MP farhan akhtar did a new one
They discuss famous actors doing commercials clip shah rukh royal stag
ZM this was advertising mega movies. How many of you caught that
VT not clear. Its okay with making more money
ZM shah rukh has money, does he not have a moral responsibility to his audience
VT I dont think so considering he smokes and drinkes
AP its not like his ad is targeted to the youth to ensure all the youth watches it and gets
influenced
MP they want people to drink
AP they do but its not about the youth.
AG the lower or the youth who cannot afford it.
AP you cannot put amoral obligation on an actor because of the profession he has chosen. His
job is to act and hes gonna do that for the money hes going to get you cant be like this is right
and this is wrong. And if they really wanted to serve the nation and have the responsibility
NA he shouldnt have done the movie don where hes the bad guy
AP ya his job as an actor is to try versatile roles.
AG there are certain actors who dont do such commercials,,
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AP and I respect them
VT aamir will sell coke
MP ive seen ads in the US where they drink it and say drink responsibly but here you cant
actually see anybody drink it so when it comes to the whole moral responsibility part they arent
doing it . have you seen royal stag water, ive never seen it
VT have you ever seen music cds
AG they make those and they distribute them only in a limited number because they are
advertising liquor in the guise of the cd
AP they are advertising a brand. Not a product even with Accenture their ad makes no sense
and it plays on tv continuously and I'm like what do you do Accenture
AG tiger woods is their ambassador
AP they are just trying to get the brand through the word of mouth. Thats all they are trying to
do royal stag is going to do that by hook or by crook you're not allowed to advertise for alcohol
which is why youll advertise for whatever you can
MP the logo mainly, thats it.
NA you were allowed to advertise for tobacco and alcohol
MP there are a lot of people with a backward mindset that have been responsible
NA she said these shows like VIP on AXN were too modern for India
Clip parody music cd
ZM so this is essentially what you guys were talking about. So lets carry on when I was doing
my research I found out that in movies they charactertize drinking into 4 stereotypes but when I
was looking at Indian movies I found that there was a fifth category it was the feminine drinking
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stereotype. There is always this concept where there is this docile girl goes to a club knocks a
couple and becomes fun so what are your views on that.
Everyone its true
VT I mean you go out you're going to find at least two girls exactly like that
AP ive been there its true its not like only guys drink
MP its in an Indian society where girls arent supposed to be doing so much open drinking.
ZM I agree with the equality bit but its the girl whos dropping not the guy arent they
showing the women as weak
AP I dont think so I think that a very weak periscopic view of feminism. Its being able to do
what you do and you definitely need a good choice in friends so they can take you home safe I
dont think its about being week
NA what he's saying is that why do they show the girl comes over there and she the one whose
drunk the most
AP and they also show guys taking guys home.
ZM then he falls in the comedic drunk category but with the girl shes always the one who
loses her cool and goes the extra distance.
AP the one that you're referring to with deepika, shes the one who gets the other chick to drink
that night
NA ill tell you one thing eg there is a place called wtf I was with a friend, well we know of her
and this girl was drunk out of brain and she took her top of and hes saying that why are thye
showing women more dramatically drunk
AP men are too its just women are more prone to speculation
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MP its cause girls arent expected to do so much crap to begin with we are still in the rehab
phase so I mean it will always be looked down upon for at least the next couple of years. I mean
in the lower class it happens so much more and even till date.
AP women are just expected to uphold better standards of behavior and drinking is not
considered good standards of behavior
MP thats what the view is. Its that this is not what you were made to do you were supposed to
child bear, feed and sit quietly
CLIP feminine drunk expose.
NA these people are idiots first of all. This is a spoof
ZM whether or not you perceive this as spoof is your opinion but this wasnt meant as a spoof
this is an official entertainment expose
NA all entertainment channels in india are fucking stupid
ZM all entertainment channels work on slander
VT this was like the Indian version of TMZ
AP its what she does in her professional life you cannot say that this is what you are and what
you do and how you influence the youth chill the fuck out its my job I get paid for it I go home
go to sleep and she was such a drunk, she wouldnt be where she is today. Shes 23 years old
where are we shes doing well for herself. And instead of appreciating her infact this is
hypocritical you watch the movie you enjoy it and then you judge her
AG thats what I'm saying if you dont like her, dont watch her movie and stop criticizing her.
ZM but they also need to get TRP right
AP they are capitalizing on the fact that india is such a judgemental nation
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ZM it goes back to your point that the older market has a weird perception of what women
should or shouldnt do. So you feel that they should change it now.
AP I dont think they have to
MP I feel like it might die out
AP whether they like it or not, we are going to outnumber them in no time that generation of
people who think that way
VT ya but for every liberal you have 10 conservatives and uneducated people
AG if you talk about age then of course in 20 years those people wont be there. but you cannot
change the class the lower class people will also think like that
AP thats fine. You dont have to change how you think what you have to change is beign
slanderous and judgemental to others. Thats not cool
NA they were showing scenes out of a movie and talking about her
VT but then its so stupid and she probably knows it,
MP its not worth the time
VT exactly
NA that channel was actually stupid for using something like that. I think now movies are
becoming more open and liberal like earlier they portrayed a woman as beign at home and
having no life. Ill tell you what happened once, we went to a friends birthday party and we
werewatching a match at 12 and the cops come there were 8 guys and 5 girls in the house there
was a complaint in the society and the cops came and they took money but then when they were
leaving and after paying the mother fuckers they tell us its 1 o clock ask these women to go
home this is not Germany basically this is india and in his head you're not allowed to roam
around past 1 and the women were dressed normally
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AP you're talking about that like 4 days back everybody came home after we went out and we
live alone okay and we have our own apartment and it was a little late and we were listening to
music and talking so it was noisy so they came home and lost it and then they started making
these remarks insinuating that we are whores and at this point of night if guys come in and walk
out what kind of things are they doing and what kind of students do these things but the point is
you cant change the judgement but you can sensitize the newer people
NA but if we have such bold movies showing how oopen minded our people should be if our
society doesnt get affected by that I dont know how they will get affected by these stupid
things in movies its just something stupid you're blaming the media for it its not right when I
started smoking it was my choice and nobody forced me ya and whatever.
ZM has watching movies with these things desensitized you perception towards people who do
these activities.
VT not really I dont think
AP everyone's conflicted with this question
ZM lets get the conflict out
MP everybody does or has done at one time one or more of these activities.
VT I just thought 21 jump street was funny
ZM so that makes this a moot question. Let me put it this way when you were doing these
things did you perceive that someone didnt indulge in any of these things and just got up and
walked away
NA I remember a certain someone who said I cant handle this smell
MP I didnt used to like the smell so what.
VT ya most definitely okay maybe not make a scenebut dirty looks and judgemental .
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NA at least our group did it for the first time together there were some people that chose to go
on with it there are some people that never did it again but when it came to a point where
everyone was pulling everyone to do it that was the point and that still happens and we have
friends who actually did it because they were forced and people putting acid stamps in their
mouth
AG I mean that is too much
MP I mean I have family members who do that too like my mom is too judgemental until
recently. My mom used to be like dont hang out with this person
NA but I dont think we have people who actually get up and do something stupid even though
you dont smoke I mean I dont do most of the shit and I still hang out with the people and I'm
cool with it.
AP its like those kind of jains who cant sit on a table that eat non veg.
MP ya in my uncles office you cant order from the same restaurant that cooks beef
AP so its just like that .
ZM so I'm going to give you a hypothetical since you already talked about techniques used by
our parents, in 15 years ehn we are parents do we see ourselves putting censorship techniques to
our children
MP I think it would be more awareness than censorship well you cant say dont smoke its bad
for you but you can smoke if you want to just know that its bad for you I think that would be the
most simplest way to put it. You cant technically stop them but if you are aware of what they are
doing you could probably inform them about it
AP the whole going behind your back picture comes only if you're unapproachable like you
will do something as a big secret like you cant tell your parents and if they arent going to be
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receptive and willing to listen to you so if you're approachable as a parent I dont think thats a
problem and I have a younger sister and I already had an experience of parenting my sister asked
me that she wanted to smoke pot and I spoke to him about him like what do I do I'm like its
hypocritical for me to say no I cant saydont do it or even go do it so what we did was
MP we called her over and we tried it with her. and we told her do it but control yourself.it still
much better than just giving the regular schpeel
AP I know by hook or by crook, what you wanna do you will do irrespective of who tells you
anything so id rather you did it with me for the first time ill take care of you and you can call me
if things get messed up.
NA I dont know many people but I never had parents who would do that.
ZM lets say 12 year old VT junior watching tv with you a tarantino flicks on or trainspottings
on and they are injecting heroin whats your conversation with your kid
VT see ill be like watch trainspotting thats what happens to you when you do heroin
NA see I completely agree with what both of them said till date I'm scared of telling my
parents like if I get drunk and meet with an accident I cant do that
AP you know its happened to me in college I was here and all my friends got arrested for being
drunk and one of them were drinking and driving and the cops were slapping them imagine in
that scenario your parents who raised you and had your back for years to come and you cant call
them whos gonna save your ass obviously your parents the point is when its that bad you should
be able to call your parents or they arent your parents. They are just strangers
MP id say thats too harsh cause we are in the generation where we cant tell our parents
everything
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AP which is why we are talking about 10 years in the future, where I would want my kids to
call me for anything.
AG even our parents want us to call them and its just there are certain things you just dont
want to bring to them they know we drink but they pretend ignorance that we dont.
MP that may be because we are sensitized and they arent and you take it from there
AP wherever your parents take it till you take it forward on that thats the whole point. You
will be a more liberal parent than them
NA I have a gujrati friend whose parents dont touch meat this fucker has had everything
possible and the day his parents find out they will die.
AP thats what cinema does even in movies they tell you when your daughter reaches the age
of 16 you're not her mom anymore you become her friend.. its all over the cinemas they are
saying the same thing be more liberal be more open be more approachable. You cant all the time
have a stick on their head do this do that you cant keep judging they are your kids at the end
ZM what censorship techniques did the industry or government employ in movie world movies
example.
AG there is more censorship on tv then there is in cinemas in cinemas they cant let someone
under 18 enter but at home they cant do that so there is more censorship in tv. They dont say
shit or bitch.
AP they have the statutory warning and its a law that in the movie theatre the anti smoking
ads. The tar thing is the worse
NA and you can know the amount of smokers that are there everyone is laughing.
AG the worst is the images they show off aout cancer and all
MP you know your dad has done that to me a few times like do you see that
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AG I dont think it affects if someone is smoking, hes still going to continue smoking
NA dude we smoke and the packets have the same picture
MP cigarette companies have put graphic images and not made a defference to anyone.
AG they used john terrys image on the packs and got sued for it
NA hes still behind they just superimposed another picture over it
ZM when I saw go goa and saif popped in the beginning and gave the anti smoking talk I
thought that was so stupid and he looks drunk and stoned
AP I mean anurag kashyap does that for all his movies
AG but he does it off screen
AP which is why his movies are unrealistic
ZM so you guys dont agree with the validityof the aniti smoking commercial
NA see the people who listen to them the most are our parentsi get a lot of grief from her.
AP there is a chance of it affecting one person its making a difference. I know that ad cant
change the world
AG one person in 100 or a 1000
AP and thats finethats still making a difference.
MP They show it 4 times during the movie
Anti smoking ad florida.
ZM they show it on tv almost daily in florida.
MP that would freak somebody out in india like here they show a guy saying ive mouth cancer
and then they cut and hes dead.
NA if they kept showing me this then fuck ya id quit
ZM so can they go scarier
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Everyone agrees
ZM lets posit this question now are there and censorships that you feel can be added or
removed.
MP I dont think they dont need to remove any censorship but what they can do is like if a
movie was intended to show smoking instead of cutting out the smoking bit and if its like age
restriced material, if they wouldnt let the people 18 and below enter the theatre.
NA like take the royal stag CD who are you going to stop on the internet where everything is
availablel they cant do that the government cant do that
ZM and its part of life today
MP no no like A movies, below 18 you're not supposed to watch it if that was just enforced
cause here nobody stops
AP in Bombay they stop you and you have to show id and they pre check
AG some do and some dont.
AP we are a failed democracy but we are a democracy. There are certain limitations beyond
which in the end there is a limit to which the government can confine us and tell us what to do
and what not to . in india they completely exercise all of their rights to confine us and restrict us
whatever the way they can allowing above 18 is fair now the lack of or the inability to execute
that is the failure . but the censorship board has taken its responsibility. At 18 you can get
married and have intercourse which also means you should be able to watch a movie its fair and
it makes sense. Infact whats illogical is changing source so as to take away our prvelege of
drinking at 18 and movie it to 21 thats not fair. Its reversing priveleges and just not allowed
technically according to good legislation so I mean they are doing their job where they can but
the execution has to improve thats all in the middle they got obsessed with the whole cigarette
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smoking is statutory warning. Now they stopped it when I watched yeh jawani there was no
tagline underneath.
MP they havent changed the law they put it down
ZM but some do subtitles so they have to remove it
VT even on tv when there are subtitles it just comes across the screen.
MP you remember ag when we were looking for that tapir was closed and you remember how
long we hunted and they said cigarettes and tobacco is banned and they were on strike.
AG a week ago most tapris were on strike.
NA I just think that after this whole thing movies or media would affect children I didnt do it
because of movies.
AP it has a guardian kinda role in this country instead of taking reactionary measures we
should take precautionary measures. They need to go to school and sensationalize people vs
making it this intangible subject they became realistic about sex education they became realistic
about environmental protection we write a board exam on environmental protection and now we
need to make this a part of our course they need to educate us on smoking and the effects drugs
and what is the possibility wht can you do and what cant you do and why cant you do it why is
this legal and why is this not legal they have to explain the rational you cant tag your opinion
onto people you need to explain it to them
ZM how would you do it in schools
NA I just think that at the end of the day if your parents are more approachable
AP see but everybody has different parents but everybody elects the same government that is
why the government has the power and a responsibility to educate us
ZM does the government have a right to censor content in movies
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MP they have absolutely no right to do so its acting. secondly its fictional. And its art.
NA go to Ajanta alora go to the caves and see the kamasutra paintings, they arent going to
censor that
AG what the point of it being fiction then
VT and I mean they tried censoring paintings as well
AP like how you saw the deepika thing thats fiction for us. But we merge fiction with reality
which is why what these actors do on screen is commonly seen as their realistic life so what they
do your roll model is someone on screen. I think they are responsible to the greater good of the
people cause that is utilitarianism we are supposed to look for the greater benefit of everybody
like the creative freedom of one person is not equal to the good of a whole community. I N a
country like ours we will get there someday like how the US is a greatly litigious country so
tautious you can sue for anything and the worth of an individual is more. Here we are struggling
for basics and we are still a developing nation.
NA thats the point instead of censoring this crap the government should do their job and go
feed the country and do something with the poor.
AP that is again a short term solution what we need to do is educate. And education is not
maths and science its about right and wrong and this is whats happening.
MP if its the govt responsibity to stop people from doing shit shouldnt they actually help the
ability of people to actually differentialte between right and wrong
AP the whole point is go to school teach the kids the law vs arresting them when they make the
mistake.
NA but the leaders we have have issues with the movies like bal thackarray
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AP these are people who capitalize on our innabiliteis to understand each other and that is the
opposite of what a leader should do. Its like kinha all over again divide and rule and were still
doing that using god and religion and instead of this they should educating us
NA thats what I dont understand we have so many bigger issues in the country and we are
concentrating on movies and how they are affecting children. And this is stupid.
AP but the thing is we have started adopting the not so perfect model when we should have
clearer models. Like in Singapore with their education programs for their most gifted students
ensuring smarter political leasers in the future over here even if I was so gifted I would not serve
the govt because I would have to give up so much of my like to do so today I'm at the place
where I have the option of writing civil services exam and I wont do it cause I know what id
have to give up to be in a weird deserted village its too much to give up to serve a nation like
india what I'm trying to say is the lack of focus on our govt on the most impt issue to fight the
better leader and identify the bugger problem they will capitalize on the easiest thing cause they
look at it as a five year term and thats all they care about. A simple thing like implementing
education on all of these things so they understand. NA when my friend was caught in Bombay
72 in possession and charged with peddling cops today give you crap
AP its a fundamental legal principle that ignorance of the law is no defense to the law. It
means that somebody that is entrusted to be guardian of the law and legislature has to educate us
on the law its a flawed system the solution toyour whole project is education and you need to go
down to the roots.
ZM the study is just to get your perception there is no right or wrong. And I'm not trying to get
a solution. There is no right or wrong. We can say fuck it lets just legalize marijuana
AG if they legalize it all the potheads have nothing to talk about
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VT smoking pot will actually go down
AG there was an active facebook petition saying that keeping the drinking age at 25 would
cause people to do dangerous things like drugs.
ZM do you think that this depiction is reminiscent of the real world
VT in some cases in 3 idiots it was kinda realistic but in the others it wasnt
MP ya is he actually a smoker it didnt seem genuine. Well the thing is I feel the most genuine
drunk slash cigarettesmoker ive seen is hank moody I would associate it with everyone in this
room but Indian cinemas they dont exactly have it on the spot. They try to hard
AG there are very few that actually make it happen
MP Like when you see Imran khan in delhi belly that seems extremely genuine that hes
smoking
VT and even those 2 potheads in go goa they behave like potheads
AP we havent reached the point where cinema is ahead of the market where its probably like
that in Hollywood where the cinema is ahead where the masses look at the movie and go is that
possible no we arent there yet cinemas are either going to portray whats there or past already.
ZM ya we talk about californication and wonder whether what is depicted is possible
MP I honestly would see Californians doing that shit
ZM let me ask you this do you see Indian cinema following suit in 5-10 years
NA see dude I just saw Indian cinema survive on south Indian action scenes because they
copied it. Otherwise the movies are horrible. Where we see movies like kodar
AP the more of us that graduate and the more of us that get funds to make movies the more
movies we are going to have. I believe yes in 10 years we will be there
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NA when I studied editing, I had an interview and we had copied a lot of stuff and we shot a
short film we used UP as a background and we went to the on campus hiring and the first thing
he asked was am I too influenced by Hollywood and then he was like if you want to work in
Bollywood youll have to think on an Indian level
AP thats fine youve to cater to your audience right you choose your target audience, the
cheap people or the thought provoking cinema.
AG Hollywood has more realistic movies with characters and stories and the attention to detail
VT see die hard is pretty stupid but you watch it for its blowing shit up.
NA rohit shetty is the only one coming close.
AG but his actions are damn shitty
AP well be more there than we are there today. I dont know if we will be there in 15 years
ZM are we more there today than we were 10 years back
Everyone agrees
MP but see thats a hard thing to say cause now we are making shittier movies as apposed to
because back in the day there were better movies.
VT but forget all the bullshit that comes out
MP then youve reduced Bollywood to a fraction of what it is
AG like avengers and then something like milk because small movies wont get revenue.
MP if money is the main thing then I dont think we are going to be there
AG have you seen drive it didnt earn a lot of money but it made some
ZM do you consider consumption of alcohol in your peer group normal minimal or excessive.
MP I would say borderline excessive
AP we havent quite crossed the line but were getting there.
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ZM do you think this depiction has influenced your attitudes towards drug usage cigarette
smoking and alcohol consumption
AP no but actually ya to an extent when I'm watching sex and the cityand every single episode
I see her light a cigarette even if I dont want to light a cigarette a part of me asks do I want to
light a cigarette
MP that way when I watched blood diamond and the departed even Constantine makes me
want to light up but then again I started smoking before I saw these movies.
NA when I had an operation I couldnt smoke for 5 weeks the thing is that when its the
forbidden fruit then ya it will affect you
MP you still feel the need to do it even when you can do it. Like at my friends place we can
light up while we watch a show its not like we cant but we still want to
ZM isee it every day and I get the point so maybe it helps sustain a habit
Everyone agrees
ZM okay lets wrap up by recapping your views on the issue.
AP it has become social protocol to smoke and drink even if its in pg 13 movies
ZM iron man 3 example.
MP x men origins wolverine says fuck of holding a cigar and whiskey
AG ya I dont think movies have anything to do with our lifestyle I think it is our own
responsibility and I dont think we start doing it because of movies to some extent they are doing
enough for pg13 movies. But when I see someone drink in a movie and I would want to do it but
its my call
MP I really want to try an adult version of butter beer
VT what are we talking of I think we went of topic
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AP I think its our responsibility
NA see I agree on two points what she said about parents being more approachable and I think
the decision is upto you. The govt should do their own job better than censor movies. I feel like
we should leave things the way they are and get people educated and explain it to them
VT I dont hink movies have anything to do with people smoking I think before people get
into movies they are already smoking and already drinking. And I dont think you should have
censorship cause then you have to deal with how much censorship and why censor this to begin
with its just art and they should have free reign to do whatever they want with it .
AP I think ive said quite a lot. Obviously its clear like the times are changing and the media is
not like some random entitly sitting in an ivory tower and they are supposed to be an effective
liason so and they are doing that to the extent they can and they are trying to grow forward as
much as they can and you should let them cause thats their job
ZM and theyll make mistakes on their way and let them make them
AP they dont have to thats your awareness you need to correct them and thats how they are
going to improve projecting how we are its part of the cycle
MP everybodys put a step in the door in what I want to say. But I guess live and let live makes
sense and people keep talking how you learn from your mistakes and if you ban every mistake
what are you going to learn. I guess the idea to make movies was for entertainment purposes if
you are going to confine entertainment then it serves no purpose so heres something to make you
laugh but you cant laugh to hard at it I mean let them laugh as much as they want why do you
decide.
ZM thatnks a lot guys, you're done.
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ZM alright im about to start my 4th focus group, my 1st one in America. Hi guys, just a quick
reminder be loud. So lets get started. So lets begin with a brief detail of your lives. Just talk a bit
about yourselves and just, this doesnt pertain to the topic, just give a brief description of
yourfavorite movie.
DG thats a hard question there. Im DG. 19 years old. Watch movies play guitar. And I dont
know my favorite movie, but a lot of them involve drugs and violence so I guess.
ZM so did you name one
DG no
ZM first one off the top of your head.
DG pineapple express. Ingloriousbastards. Theres too many.
MJ my name is MJ, I am 20 years old and Im a molecular biology major. I basically my life is
if im not at the gym, Im either playing games or watching movies. My favorite movie of all time
would be alien by ridley scott because I love sc fy. I love when things burst out of one another.
Its a really well done movie and ridley scotts amazing.
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SP my name is SP. Im 21 I like playing video games and I like watching tv more than movies.
But I like movies too. My favorite movie is a catup between alice in wonderland and the wizard
of oz.
ZM the new one
SP the originals. The cartoon Disney ones.
DB Im DB. I like doing physical athletic things and messing around with music and stuff. My
favorite movie is probably school of Rock and getting into music and what not.
DA my name is DA. I am 20 years old soon to be 21 I watch porn I like to work out. My
favorite movie would have to be fight club
DG whats the first rule of fight club
DA Im not saying cause you're not supposed to talk about it
ZM thanks for the intros. So lets kick of the questions. You can make notes if you choose too.
Its not necessary. So ill just show you short clips showing each factor, smoking drinking
alcohol consumption and then well talk about what you saw in each clip.
Clip 1 james bond drinking
ZM alright just take a moment and think about what you saw in that scene. Its from james
bond, skyfall 2012. Made a billion dollars, comes from a legacy of movies over 5 decades
DB it kinda glamorizes drinking cause it shows, oh he can do this, he is a man.
DG - its not like that, as you said theres generations behind the movie. Theres the classic line
in James bond. What would you like to drink, martini shaken not stirred. You have that every
time.
DB ya how many people do you think have ordered that just because of James Bond.
DG tons.
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SP and I feel like none of them actually like it cause its probably ot awesome and cant handle
it.
MJ when I watch that scene I think that not only is he expressing manhood, but I also think that
its a right of passage because like all the people around him are accepting him in their
community and they are betting on whether or not he can do it. So thats another thing. Drinking
is a competitive thing. Even if you are drinking with other people, even within yourself you're
competing with the other person.
DA there is also a sense of companionship and comradery.
SP hes like I love you bro.
ZM alright lets do cigarettes.
DG is it inglorious bastards.
ZM I thought about it but decided against it. You can talk about it. This is from a documentary.
Clip 2 smoking
ZM you saw a few scenes from movies what do you think
DB people just look cool smoking.
ZM thats the image
DA its manly to cmoke a cigar.
SP or its hot and womanly if you're a woman doing it. Like in the first image in the very
beginning of that clip she was the hot girl in that clip
ZM shes right it became this depiction of your social structure in cinemas in the earlier films
you had the bad guys who smoked the cheap cigar like the Mexicans in the westerns and then
you had the silent heroes smoking the much more sophisticated cigarellos
DG like in the good the bad and the ugly you always had the cigarellos.
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ZM and then you had the dominance factor in inglorious bastards with the giant ass pipe
DA cruella deville
ZM thats valid too I mean if nothing else that targeted small children
DG thats the villain though too
SP but thats a way to convince small children to not smoke
DG I just feel that there is the scene in inglorious bastards its the scene where they are at the
table and their covers blown and he says I dont want to waste good scotch when he takes the
cigarette in his mouth and you see him take the last few drags you know hes going to die and
there is that moment where you look and feel I kind of want a cigarette now just because he
looks like hes having the time of his life
MJ I agree with that but saying that I never felt that ever watching a movie if I didnt already
like smoking, watching a movie would not make me want to smoke like when I was younger and
I watched people smoking in them it was never oh I want to grow up and smoke. It was more
like when I became almost old enough to smoke I was like you know what I want to try smoking
and the best thing waking up at 6 in the morning before school was having hot coffee and a
cigarette before classes it was the best way to start the morning and now when I watch people
smoke in movies Im like ya that looks cool and I want a cigarette. Id say youd have to have the
desire to smoke first I dont think the movies are going to make you into a smoker.
ZM okay thats a valid argument anything more to add
DB I feel like when they dont really feel obligated to not have smoking in films, its not like a
short term effect when you smoke, you are not going to smoke a cigarette and then like have
repurcussions from smoking just that one cigarette smoking is like long term effects as opposed
to like hard drugs they feel like they might not want to show that
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SP unless you have asthma then you're screwed.
ZM for the final clip its on drug usage,
Clip 3 requiem for a dream
ZM so this was from requiem 2001 definite youth icon movie, most young people have seen
this movie, respect this movie what do you guys think
DG they sell drugs, they use drugs
ZM this scene encapsulated almost all the themes of the movie. You saw them sell drugs you
saw them partying on drugs and you saw them in vivid detail take the drugs so what was your
take away from this.
DG I think they did a good showing of when they did heroin, they were like lets shoot up again
and it kind of shows that hey its kinda addictive and its a warning against that but its not really
giving a warning it more that they shoot up they are dancing, they are high having a good time
before they are taking ecstacy and there are no bad sideeffects for that they are having a good
time so you can look at it from one side and say its influencing people to take drugs and its not
showing the bad side of doing it. Its just showing the happy times
SP its not showing the crash that comes later
DG ya im sure with heroin they would show the end result
ZM I mean to be fair those of you who have seen know that at the ending of this movie is
pretty moral justifying with jared leto losing his limbs from an infection in the syringe. And his
girlfriend having to solicit sex in a business mans party just to score some more heroin so I mean
though this movie runs like its glorifying drug usage it does morally justify the bad effects by the
end of it
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DB I feel like a lot of movies are like that a lot of movies.where they are addicted to drugs and
taking drastic measures to get drugs
MJ and at the same time even though in that scene they seem to be having fun I mean just as an
observer taking it out of context from the rest of the movie, when he was on drugs just dancing
he looked like an idiot. So that kinda give you an idea that even in that scenethey are glorifying
drugs, they are kinda in a way saying if you do drugs you might like stupid
DB you end up feeling that I dont want to be that guy.
MJ like I dont want to be that guy at the party whos just giggling and dancing up and
everyone is having a serious conversation cause I shot up first
DA ya they seemed lonely almost
ZM the other clip I had was from garen state which showed taking drugs under peer pressure
and thats such a valid point. So lets get into the question so hopefully you got an idea of what
this topic coverswith regards to the three activities seen in the movies feel free to give other
examples. Were there any restrictions to your movie watching priveleges growing up.
DB well there were for me. I pretty much couldnt see anything that was not rated for my age
group or whatever so I couldnt watch r rated movies when I was younger anything like that.
SP I never wanted to I was a big diney fan. If there was Disney, I wanted to watch it.
DB I guess when you're a little kid, you dont even think about that and you dont have a desire
to watch it.
ZM ya but when you're pushing 12 or 13 in your teens.
DG ya I can say that I mean there was never a specified movie I could not watch and I
remember the first r rated movie I ever saw that my mom was okay with was assault on precinct
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13 that was the first r rated movie I ever saw in theatres the remake with ethan hawke and that
was actually fantastic.
MJ Id like to counter that point from the time I was a little kid there was never any restrictions
on my movies like ive been able to watch whatever and so if my dad was watching it I could
watch it. I guess my parents were teens and in their 20s when they were raising me so I guess
maybe they didnt know so I guess they were relying more on their instilling their belief in me
DB like putting what you saw in perspective
MJ ya they taught me like oh drugs are bad and they had like drug addict friends and we would
go to their house and come back and be like this is what happens when you do drugs dont do
that and stuff like that and I could watch anything I wanted and I always did and always wanted
to watch everything I have been a movie addict ever since I was a kid.
ZM so no restrictions?
SP I didnt have any interest in wanting to watch any rated R movies like in any of those
when I was younger I didnt have any interest in watching anything gruesome and now I love
them but I remember that the feeling of restriction came when I wasnt allowed to not not watch
a movie like I had to sit through titanic. I wasnt allowed to leave everybody else was crying and
I was sitting there this is the stupidest movie ever.
ZM and I have a point of contention titanic had nudity.
SP ya
DB I still feel weird when I like watch forgetting sarah marshall and they show mila kuniss
breasts and I was sitting there with my dad and ill still feel weird even though Im an adult.
DG its weird with me when my moms there im fine with watching it with my dad but when
my moms there its so weird specially like in the HBO shows when they show someone fucking
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DB you kinda peek over and make sure that are they okay with this should I leave.
DA I grew up in a Christian home. Ever since like I was in a private school for 14 years but so
I was really restricted when I was growing up except for when my father was around cause he
was like I dont want to watch your little kids shows. so I got to watch the nutty professor when I
was 6 and I grew up on ace ventura pet detective so I would watch that kinda stuff but no curse
wordsno south park nudity all that stuff was banned
DB going back to the point of nudity, if someones doing drugs in a movie that im watching
with my parents like they I dont even think twice about that like thats not as bad. Seems like its
not as bad as some of the other stuff
SP most of parents grew up in the 60s or the 70s where like they probably all did drugs Im
fully aware that my parents did it at one point. Thats ifne. So like seeing that in movies isnt a
big deal to them I think.
ZM okay just a quick jump off from your points do you think it has worked your parental
restriction.
DB ya I feel like overall im a good kid
DG I think so too.
SP how do you mean its worked? You still feel werid watching nudity with your parents there.
but how would that work against drugs or things like that. How do you feel about watching a
movie, does it stop you?
DB not sure what you're exactly referring to.
ZM alright let me put it this way. Im pretty sure now you watch movies that are R rated with
themes like not only nudity but drugs or the alcohol or the cigarette smoking do you feel its
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justified for your parents to have stopped you from watching these movies and its better to watch
it now.
DB yes I feel like it was fine that they censored me from watching that as I am not ready to put
it all in context.
ZM Do you want to continue the point you were making
MJ so when I was younger I didnt have any restrictions on my movies bascically we would go
camping every weekend and instead of being outside like a normal kid I opted to stay inside the
trailer with the VCR and just watch movies bascically id watch anything I could get my hands on
and my dad collected movies the way I do. I remember as an 8/9 year old watching American pie
and road trip on VHS by myself and there was nobody there to explain anything to me so
ofcourse jokes went over my head but I was there and I watched them do drugs and the nudity
and I watched a dude bang an apple pie as a 9 year old and I was like why does that man have his
penis in apple pie.
SP you know I dont think I saw apple pie until I was in the 10th grade
MJ so I mean I dont think and im sure my parents dont think restrictions were necessary for
me at least if anything I feel like I have grown to be a more open person and nothing really
affects me now and it didnt affect me then I didnt turn into a serial killer or a serial rapist.
ZM so did your parents ever like sit down and watch the movies with you and talked to you
about the movie.
MJ okay I would watch the movies with my parents and if I had questions I was welcome to
ask. I remember watching south park the first time I learnt about masturbation I was watching
south park and my mom was watching the same episode in her room 6 feet away from me, then
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she comes to my room and says to me do you know what masturbation is. Then she sits down
next to me and I make the face now but it wasnt akward then just cause ive always had an open
relationship with my parents so I talk to them about anything. So I would watch movies with
them and discuss with them. Though going to the nudity thing that I heard im not uncomfortable
watching movies with nudity with my mom I am uncomfortable watching nudity with my dad
just because of the comments he makes and the way he acts towards the naked women on screen.
DG can you give us an example.
MJ I cant think of an example of what he would say on top of my head but when I was
probably 16 and by this time I had seen real naked women and yet when I was watching a movie
with my dad where they showed tits he like put his arm in from of my face, no you cant see this
you arent old enough.
DB thats how I feel with my parents I feel like they are thinking it. They want to do that
DA like I shouldnt like this.
ZM lets move on . has there been in your opinion a change in the way the content in movies
has changed with time.
Everyone agrees.
DG if you look back and watch a movie the good bad the ugly and you wouldnt really have
nightmares from that movie, you wouldnt really be scared. You wouldnt see much of the war,
the violence. I mean you would see people get shot but that was the fashion but today its a lot
more hyper realistic and gory like django and like I guess we can use django as an example like
you can imagine the scene
DB like when he goes back in the house and starts shooting everybody there
DG and one of the parts I remember like he kills the candymans wife didnt he
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ZM sister
DG that would never have happened in an older movie. They would never have dreamed of
shooting some random lady in those old movies.
ZM and lets stick with the example of django and the older western lets talk about the
depiction of these three activities.
SP I think that with drugs like cigarettes okay thats gone from the cool people do it to kinda
now the way they portray cigarettes with things like the smoke free florida and everything with
the impact that cigarettes do and they are bad on your lungs. They kinda portray people who do
cigarettes now as idiots. More so than the cool kids.
DB and the more sketchy people
MJ but do we feel that thats cause by Hollywood has just changed or is it because back then
we didnt know how to introduce cigarettes and now even tobacco companies are being forced to
pay for anti smoking commercials. So I feel like that probably has an influence as well. Im not
saying that what yall saying is wrong.
ZM what were saying about the change in drug usage.
SP as far as movies Ive seen that are older there havent been as much hard core drugs like not
a lot of excessive usage. But now you have movies that are just dedicated to drugs or even
movies about the harder drugs like the clip you showed. Or scarface. But im talking like old old
movies
ZM but if you look at it as a parallel shift of perspective of doing it. Like in scarface they
showed it in a different manner and in requiem for a dream they show it in a different manner.
MJ or even pulp fiction.
DG or pineapple express or this is the end they all show it different.
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SP its become more prevalent
ZM but is it glorifying it
SP I think some of it are. Depends on the drug like pot they glorify it.
DB the whole beginning of this is the end is walk into the room and the guys name is spelt out
in joints and pounds of weed and there isnt any negative side effects from whats going to happen
from drug smoking
SP and pineapple express is about the best pot ever
MJ basically the only people who would go into this movie and be offended would be the ultra
conservative people who think drugs are the devil
ZM thats a valid point what about our perception as an audience. Do we take it as art, as
entertainment or as a serious medium for social change in our lives.
DB I take it more for entertainment
ZM and that is the end goal of movies.
DG movies are meant to be entertaining. And not meant to prove something. Thats more or
less a documentary.
DB I think that some movies are made to send a message.
DG I mean most of them are meant as entertainment. I mean you dont watch scarface and
becaome a big cocaine king pin now with cocaine on my face. Thats supposed to be
entertainment. You wouldnt do that now.
DB a vision for people of the things they are never going to do in their lives. You can watch
somebody do all these crazy drugs and not actually do crazy drugs.
DG oh fear and loathing in las vegas is probably my favorite movie. It just came to my head
right now.
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DA I just grew up in that scenario. I saw myself change with those conservative people I went
to a movie 2 summers ago with my friend, he was a pastors kid and we walked out of the movie
and I was laughing my but off and that was a great movie and he was appaled by the movie, like
I cant believe they showed this, all this drug usage. I thought it was entertaing. Whats wrong
with that. Its not like you're doing it. Its not real life. DG just let it go they arent pushing it, just
watch it enjoy it
SP and I do think us as a society have become less conservative. Like being a conservative
Christian has dropped considerably today but then what it was like 50 years ago was like
Christianity and American pie and no drugs and everything is okay its changed a lot.
ZM lets go onto the next question you think there is an oversensationization of these activities
in movies that you have seen.
DG yes
MJ I think yes and no
ZM elaborate
MJ I think its more on what you're going for when you say oversensationization. I think certain
movies do it. We just watched the internship. And we watched the party scene and we said they
dragged it way too long it was nice that there were tits and everything but like 10 minutes of the
scene we were like good with the first 2 minutes and could have stopped there. other movies. Do
it casually even inglorious where they have a little bit of drinking so I think some directore over
do it and some do it taste fully
DG I think he does it when you want a person to smoke. I remember in reservoir when it
starts and you have mr orange bleeding and youve mr pind run in what happened and he has to
have cigarette. That moment you expect that to happen.
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DA I thought he used it well in pulp fiction like when shes odd on the heroin and vince has to
do the adrenaline shot.
ZM lets take the most common one the factor thats most common in all movies. Drinking.
MJ I would say ya they use drinking a lot specially with movies today the fact that we have a
drinking movie
DA they showed comradery and companionship.
ZM how about the influence of the new French wave say movies like coffee and cigarettes or
similar where the cigarette is I wont call it a plot driving element but is in the genesis of the
story.
MJ I feel like if its in the main theme of the movie and is driving the story then that would be
good. I mean coffee and cigarettes. You cant call it a movie, its a bunch of shorts. But I
wouldnt say thats overdoing it. The movie isnt focusing so much on cigarettes they just do it
during the conversations.
ZM ya its showing a more natural part of life
DB the message is more subliminal
ZM have you seen some of the scenes with alcohol like kids are alright, they are just sitting
around guzzling bottles of wine.
SP I mean that is what some people do
MJ like if you just put a video camera in this room youd probably see the same thing every
now and then.
ZM the question is is it oversensationlization.
DB I think its both, there are people who go out and drink a lot and theres people who dont
ever drink . I probably see y parents drink alcohol not that often.
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DG now would you say, the reason you drink if from depictions in movies.
MJ I just enjoy drinking.
SP if that were the case, then I would be an alcoholic. And I hate the taste of alcohol.
ZM did it incite you to at least try it.
SP see the problem ive had is that I know they are really expensive. Isnt there the rule that if
you have to ask the price you cant afford it
MJ I would say when I watch a movie like james bond I wouldnt say it influences me to drink
I think it influences me what to drink because if im watching a movie I see them drinking
something and they put product placement and this star is drinking that.
DB like breaking bad you just bought that bottle just cause walter white was drinking it.
MJ so it influence me in that way.
DG I could say yes to that I love it. It makes me laugh like in pineapple express I laughed my
ass off. But there is an excessive amount. To myself im thinking thats a lot of money blown on
that much right there.
ZM and he does that in real life a swell.
SP I do think that if they are going to over sensationalize it with drug use then ya they can show
awesome it can be but at the same time, they should show the bad side effects that happen with it
otherwise somebody might think look at all of this weed or cocaine they are doing and I could do
that and have an awesome life
DA but that could deter them from the actual production of the movie.
MJ ya in a 90 minute movie you cnat really fit in everything you want and then squeeze in
somebody having lung cancer.
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DB there are subtle way they can do it though like in project x they take the ecstacy and 5
minutes in movie time the guy is just sweating an clammy
MJ thats a movie centered on drugs. But if you put in inglorious someone dying of lung
cancer it wouldnt fit in but they could do the thing like in the xxx movie
DG didnt peirce brosnan do it
ZM -Ya in james bond and at that time mgm was doing an anti smoking campaign
DG I vaguely remember those when james bond smoked
ZM ya and pierce brosnan did the campaign and would use his clichd diologue like dont you
know its bad to smoke. Alright lets keep the conversation going you had something to add.
DA we were talking about specific scenes on over sensationalization I was thinking of ted the
mark Wahlberg and seth mcfarlene one. When they went to the party and saw flash gordan their
childhood famous person and even though they were smoking weed throughout the whole movie,
I feel like it was unneccassary to do all those drugs.
DG but you also make a valid point that adds to your whole argument right now about movies
influencing people. they saw him on tv when they were young and the show was going on he
offers them cocaine and they go you mean coke and they were scared to do it but wanted to join
the fan lines flash, how could he lead us wrong.
ZM actually thats such a valid point thats such a meta thing that within the movie they are
showing people being influenced by their movie idols they broke the 4th wall.
MJ another example of a movie that I can think of is dazed and confused which does drug
usage smoking and alcohol
ZM and another youth icon movie
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MJ and again it shows alcoholism is a right of passage this freshman after being wailed on by
the seniors then they drink with him and give him pot and everything by the end of the night hes
so much cooler. He starts of like a nervous freshman hanging out with his freshman buddies and
by the end hes already got a date with a senior chick or whatever. He goes into his room, his
mom comes in and goes were you drinking tonight and he goes nah mom no and he puts his
headphones on and the movie ends so just awesome.
ZM like no negative connotations.
MJ I mean the only negative thing was a joke in the movie well they showed a stoner and hes
going nowhere
DG they are funny to see in real life too
MJ but I mean that his character they're at the top of the radio tower and he goes ya watch your
step man one time a guy was so drunk, he fell down and hit his head on every step on the way
down and you can still see the blood. And I mean thats like an in movie negative things can
happen when you're drunk but nothing in the movie actually really showed it
ZM alright moving on. think carefully about this. Are the movies you watch today being
influenced by other movie markets.
DG I would say yes. Because I guess I would go with horror movies because I feel like in the
past when you see a horror movie you are almost laughing at how silly it is how bad it is. And
how not scary it is. There are only some movies that scared the shit out of me. But I feel like as
time goes on and more technology gets better people are going like hey we can actually show
somebodies head exploding or have it hyper realistic. And then a movie comes out and has that
and another director sees that these guys get rave review and it had this in it and this in it and
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somebody died because of this thing and thus they are going to try and create a movie that takes
things from them
DB its like a movie like saw would never have existed 30 years ago. That would have been
absolutely unheard of but now its obviously not even a thing
ZM and thats been inspired by the Japanese horror genre. I think even the director is Japanese
or chinese
DG what the origin of the movie
ZM I think its from anime how about say the popular british gangstar films.
DG like rockanrolla or snatch
ZM ya and they really sensationalized
SP everything violence and drinking
ZM and the whole selling point of those movies is how cool are we.
DG we dont fucking care if we get shot or something.
ZM do you think those movies have been influences to cinemas in the US
SP definitely
ZM can you think of examples.
MJ cant think of specific
SP take Jason statham hes in both of those take him, hes not an American actor, he comes from
that market and makes the American movie market better with movies like transporter.
ZM and hes always showing the tough guy hero
DG that because hes typecast.
ZM and its a typecast thats making millions of dollars.
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DG and in all his movies hes always got the british accent too
ZM ya
DG hes never had to do an American accent. Im saying that you have people who are from
England and do American accents like hugh laurie
DB or the guy from walking dead Andrew Lincoln.
ZM how about something like say the French new wave the artistic cinema. French new wave
has definitely influenced tarantino with the stylized depictions of long scenes taking place in one
location say a diner.
DG kinda like in reservoir dogs.
ZM a good chink of pulp fiction, where they sit sip coffe take cigarettes. Tarantino was hugely
influenced b the French new wave and the directorial style of directors from france.
MJ or like the movie the master. I didnt finish but the whole movie sounds like the way you're
describing, it doesnt resonate with American cinema with me its seems to have definitely have
been influenced by something else
DA kinda like only god forgives. It was something totally different. Normal movies theres a
wrap up and you can put a finger on the symbolism .but that movie left me like what was that.
MJ movies dont do what books do all the time, instead it was like we are going to leave it
there. all neatly tied up
DG but then you can interpret it the way you want
MJ but when people go to movies they dont want to interpret it all the time.
DG and most people are too stupid to understand, not all people but a good majority
ZM do you think that this influence has been good bad not needed unnecessary
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MJ I think it rejuvenates the market like oh every year theres another fast and furious which I
admit I enjoy but I think you need the creative movies like only god forgives, place beyond the
pines really any ryan gosling film drive.
DG is that a little bit of favoritism there.
MJ hes a very good actor. And you need movies like that. And this new ridley scott film thats
coming out the counselor that look like something thats not done often
ZM and you see them do all three things in that movie
MJ or the new joaquin phoenix movie I cant remember the name, the one where hes talking to
a computer, her
ZM ya thats such a valid point. They're bringing this arthouse perspective to American cinema
while keeping the blockbuster persona of American cinema alive while giving us an alterior
perspective as well.alright now this goes back to the point that M was mentioning early on do
you think movies are making money from branding alcohol products
MJ I would say definitely alcohol but not so much cigarettes.
DG because when you put a brand no matter what the brand is in your movie they're paying
you and they expect to get a payout because people who see movies go hey they're using it and I
want to drink it now.
MJ or like Michael bay who puts 30 product placements in his transformers movies.
ZM but he gets money from china. And the only repercussion is watching weird milk
commercials that we never understand.
MJ I also really like, when directors and writers make up their own brands to use in their movies,
even if they are using other real brands like tarantino with red apple cigarettes or kevin smith
making up his own brand of cigarettes I mean I like it when they do that even if it means that
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they push out a few extra bits of merch and a few dollars on the side. I almost prefer that. Over
all real products just cause its kinda cool.
DB its also adds to the thing that movies arent real life.
ZM ya thats true. You say its not that much common in cigarettes. But what about something
like how you get ads for milk where you have one unilateral conglomerate. Marketing the whole
sphere like got milk is not just for one but for all of them and you see thank you for smoking and
there is one conglomerate that works for the whole US federation do you think they do
something similar to that using fake brands or unnamed brands.
MJ I guess in that way yeah when you put it that way but then you can say you dont even need
to use brands at all its just the act of smoking in movies.
ZM maybe they're pushing for more smoking in the movies. Lets have ryan gosling smoke
cause hes doing amazing movies now. That are influenced by French new wave. Anything to
add?
MJ james bond always drinks mccaullen his favorite scotch. And then I mean tv would also
emulate that.
ZM funny you should say james bond.
Clip heineiken bond
ZM alright so what this was was a commercial made by heinekken in partnership with james
bond specifically. Now heneikken paid mgm 76 million dollars to show their products in
conjoinment with James bond. Now 2 things happened. The scotch you referred to was never
shown in the movie instead you saw him drinking from a green beer bottle second thing he didnt
order his trademark martini 76 million dollars bought them exclusive rights to his persona. It
resulted in a very popular interactive ad. So thats an example of a ad campaign with movies.
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They may have used the whiskey but they definitely didnt show the martini. People were upset,
true fans.
SP but the car made an appearance.
ZM but you can see how they take our perception of a truth youth icon and they capitalized on
it. Has watching movies with these content desensitized your perception towards people who do
these activities.
DG I can say yes and no to that question cause I feel like ive seen people take cocaine before
and im not doing it and I just dont care. You shouldnt take that. Its more or less I just dont care
more so anout it I dont think it has anything to do with movies. I think its more so that its not
my problem.
ZM but have movies influenced you to become okay with it.
DG I wouldnt say so, cause its not movies theres no reason to be all sensitive or upset of
someone doing something that you are upset about
DB I know for me it hasnt desensitized me cause in scarface you see him stick his face in coke
and ive seen people do lines of coke and it still is nothing like seeing it for real it hits you like its
real.
SP in a movie, you think this is nothing. Let them do whatever they want doesnt affect me. But
in real life you're like no dude I dont want anything to do with you and it almost always become
your problem eventually, depending on the person
DA I know movies definitely changed my perception, cause when I was growing up my dad
considered himself an alcoholic, and now watching movies and being around people im like I
dont really care that much.
ZM now you're okay with seeing someone do these things.
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MJ I guess I could say I was desensitized though I dont know if it was from movies or just
from growing up around people who did alcohol and drugs but I would say the first time I can
remember someone smoke pot was last year and I walked in and they offered to me and I was
like no im good ill just watch the history channel and they did it in front of me and it didnt
phase me at all but I find it ironic though that they were watching a special on history ch on drug
lords being taken down as they were talking about dealing drugs so im desensitized to these
things. As long as they dont smell too strong and give me a drink.
SP I saw people do drugs and drink before I saw it in movies and so I think its more watching
it around people kinda desensitized me towards movies doing it
DG I think if I saw someone whip out a needle in front of me and doing heroin I would
probably say something and I would be shocked and I wouldnt associate myself with that person
SP I would probably call the cops
DB if you see someone doing crack or shooting up in a movie thats more likely to have an
impact than seeing someone smoke a joint.
MJ ive seen people do steroids in a locker room and I just walked by and I expect it to be
normal behavior
ZM so you are saying that in some ways movies are acting as a deterrent for the harder drugs.
Even if they put a lighter tone towards weed.
DG they have a really light tone towards weed
ZM but something like requiem with the amputation of the arm and thats a deterrant for you
DG I think that movies choose which drug they want to popularize
DB and I think they are more realistic than anti drug campaigns. And movies show that with
weed you arent going to die from smoking it.
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ZM I dont know there is that scene in Harold and kumar where the guy smoking the weed
took a shotgun to his head.
DB and thats making fun of the anti drug commercial. Its a joke how bad they make it seem
as to how bad it is.
MJ and on that note. Its been said that the DARE campaign they had us do when we were
younger has had a zero impact, if anything it has pushed people towards drugs once they find out
how good it is Dare was something started in the early 90s its an acronym it was a government
instituted program where in school they taught you how bad drugs were and it was something
every student had to go through they spend like millions of dollars and it did nothing
DA drug abuse resistance education started in 1983
MJ so over the course of 30 years if anything it increased drug usage.
ZM so im going to merge the next three questions and im going to give you guys a
hypothetical scenario in about 10 to 15 years all of us in this room are going to be parents our
kids will be growing up in a society thats growing and as we talked about how movies have
changed and will growing, being influenced by other cinemas they will also come into come into
contactwith movies that depict Cig alc and drug usage so as parents I posit to you what
censorship tools will you employ what ways will you try and dissuade or educate them in regards
to cigarette smoking and alcohol.
DG I would kinda go with what MJs parents did and be like dont do that that will kill you
have that in moderation that will kill you in the end too.
DB at what age do you think youll start doing that with your kids though
DG that depends on when they see those kinds of things for the first time in movies. If they see
it at 5 years old they arent going to understand what those things are.
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ZM at the same time they are more easily affected by it
DB those 6 year old kids who you show heroin and they will never forget it.
DG ill probably teach them when it comes up and I would persuade them too it its your life, im
here to guide you but not tell you whats good or bad.
ZM even at 6 they arent interested in this but closer to their teens they will be interested in this
peer pressure is a predomint factor.
MJ id say based on what my desk looks like right now id say im going to definitely have
alcohol around.
DG you're the first one your son drinks with right
MJ yes if I have a better job which I hope I will I will have large collections of alcohol and im
not going to hide anything from my kids and ill explain to them anything they ask and hopefully
my child doesnt make the same mistakes I did when I was younger where I accidently
consumed jack and coke. Ill be more responsible with them ill expose them to things such as
drinking, when they get around the time when people go I want to drink, ill be the one who says
here try this and then you can like it or not like it and id rather they try it with me instead of
some other kid as far as drugs go, I guess ill have to keep drug addict frends.
ZM what about movies. Youd stop them from watching
MJ I dont think ill stop them from watching any movies, I say that now I feel like ill be
watching movies every day and I wont say you cant watch this movie for any reason
DG ive got 2 small cousins 3 and 4 and I remember this so vividly we were watching saving
private ryan and as soon as those 2 girls came in the room and it was the medic whose stomach
was shot and they came into the room and started asking questions about it. And as soon as that
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happened he flipped the channel it was almost like if they had seen more theyd would be scarred
for life. I dont think so. They didnt seem to like it but didnt seem to scar them
MJ I dont think I would necessarily flip the channel. But maybe im just fucked up
SP I mean as far as drugs and stuff like that, the first time I had beer, I was 4 my dad gave me a
sip of his beer and at a very young age I knew I hated the taste of it
ZM that was a good deterrent in a way
Right, it didnt work with my older sister but it worked with me and my other sister cause neither
of us can stand the taste of beer. So like he said if my kids are going to have any, cause I was 11
when my oldest sister give me my first cigarette and I thought that was disgusting too like
everyone else in my family smokes so I think at a young age, if they are interested in it then okay
ZM its about them seeing them in cinemas, in movies,
SP but if they want to try it id rather they did it with me or be there and have somebody
responsible rather than a 7th grader in the middle of the woods smoking cigarettes, drinking beer.
ZM what censorship techniques would you use,
SP there are some I dont mind. Im not going to expose my kids to movies like horror movies,
super bloody and gory and would give me nightmares.
ZM let me put it this way would you let you 10 year old kid watch flight
SP oh I hated that movie, but I would let them watch that
ZM 21 jump street?
SP ya that ones funny.
DB I would kinda go with what my parents did cause I feel like I turned out alright and it
worked dont mess with something thats not broken like I would try to keep r rated things out of
the house it would depend more on why its rated R definitely nothing scary, cause I saw saw
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when I was like 11 cause I was at a friends house and it just put me in a menta state and it just
messed me up for a long time. But things like lang I dont think thats bad cause I feel thats not
detrimental to their growth and development as apposed to seeing things that will affect them
mentally
ZM all in due time
DB I feel like when they are psychologically ready to be exposed to that type of thing then they
can start to see it but until I feel they are ready for that im going to keep it away from that. And
god forbid they do see it, ill try and put it in context but that wouldnt be my first step.
Dai think Id go along the lines with him and MJs thing. And do what my parent did but not that
strict. Where like ill keep with the ratings systems what they are like if its pg 13 and they are 6 ill
let them watch a pg 13 movie thats not bad. Also keeping a line of communication open cause I
feel like I cant talk to my mom about that stuff ive seen it or done it. She just wants to feel like it
doesnt exist in my world so and thats why she kept it away from me.
DG what do you think would be more awkward watching a naked scene with your parents or
your kids
DB I feel like its off topic but id probably feel more uncomfortable with my children because
theyve never seen it, well depends on how old my children are
MJ and I think your approach depends on the child say an age is just a number. When I was
younger, I was more mature whereas my step brother was a 14 year old, I wouldnt let him watch
anything cause he would not be able to handle it.
ZM I like the points made, what censorship techniques did the industry or the government
employ with such content.
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DB I feel like those sort of techniques arent that affectivecause they dont show any sort of
real negative connotations like seeing someone have a carrot, you arent put off by that. You
know it shows that they feel its bad but not bad enough to not show whats going on
DG like when they blur out the finger, you know what it is.
DB it actually increases your curiosity
SP some channels the tv adaptation of rated r movies some of them that have to do with drugs,
if its on a channel known for like rated r stuff they will blur out drug use in it.
MJ like alcohol commercials in the US cant show somebody taking a sip or drinking the
alcohol.
ZM an interesting fact that Disney is the obscuring the depiction of alcohol iron man example.
Any other techniques the industry the industry or the government is employing.
SP im pretty sure most of the tv shows have someone drinking, they are just drinking colored
water, they dont want the actors to drink real alcohol or its legal.
DA they did that in grandmas boy and one actor swapped it for real weed and he did 36 takes
and he was like bro I need to go to the hospital. It was the drug dealer.
ZM lets take the point of the fake cigarette brands and the usage do you think its a type a
deterrent.
MJ I think its more a deterrent for the director not wanting to advertise a specific brand or it
might have been a trade mark issue.
ZM but Marlboro has a fictional stipend of their cigarette called morley thats allowed and you
see it in departed so everyone wins. Marlboro gets their image and the companies dont have to
pay Marlboro for their image and dicaprio smokes cigarettes while he breakes hearts. Lets move
on to the anti smoking campaigns what do you think of that though
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SP everyone in my family smokes and I hate the smell of cigarettes. I like it but at the same
time, I dont know, the made it really expensive for the people who do smoke,
ZM they do add the tax prices. In the 2 years I have been year prices have gone up by a dollar
and in india in the same period prices havent risen that much.
SP its part of the taxing but at the same time it could be partially because of the anti smoking
ads. Because if you think about it camel used to be huge and now I havent seen a lot of their
cigarettes sell since the anti smoking commercial,
ZM do you think the tax hikes are acting as valid deterrents or is it just more money in the
government pocket.
SP I think its a bit of both. Like I told you last year its cheaper to roll your own cigarettes. But
depending on if you want the kinda cigarettes you want you're going to spend the money to pay
for your addiction
DB I dont think they are really that effective. They arent hurting but arent really preventing
people from using tobacco but maybe younger kids like the rays doing anti tobacco stuff. I dont
feel it has as much of an effect as you get older.
DA thats what I was going to say, its almost comical how crazy they get the commercial like
which is worse eating dog poop or cat poop well cigarettes have both. MJ I think the best thing
from them, is that when you walk to a public space, like on campus smokers are limited to their
smoking zones, or in Washington DC where you cant smoke on the mall where kids usually are I
mean thats been the biggest effect of the campaign. And people still smoke and drink even with
the tax so its just lining the pockets of the politicians.
Clip anti smoking
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DB I feel like a lot of people look at that and go well shes old and has bene smoking for 40
years or 30 years and thats not going to be me. And 10 years later you're still smoking and 10
years from that.
DG there was a commercial that scared me, a 19 yr old guy or 25 and oh he started smoking 5
years ago and now he got lung cancer and hes dead.
DA im queezy enough as it is and when it comes on tv I just change the channel. And it doesnt
affect me.
ZM are there any government or industry restrictions that you feel can be added or removed
with regards to these themes in movies.
DG stop having bad movies.
MJ I feel like there arent censorship restrictions that can be added without detracting from
movies and at the same time I mean based on movies like this is the end there are restrictions that
keep out of movies that should.
DG the director has the freedom that censorship doesnt have a hold on
MJ I mean when I talk about taking sex and violence out, the director isnt trying to play to the
ratings systems, but they got to keep to a level to keep the audience in the theatre. Like if you
have a movie completely in a crack house then most people are going to walk out of the movie.
ZM unless its tarantino dialogue
DB drug use should be a means to help tell the story as apposed to.
DB but there always are exceptions like requiem that is on heroin. And people say thats a
fantastic movie it can revolve aroung drug or alcohol and I dont think restrictions have anything
to do with it
MJ so you agree with my point its the directors choice to keep the limit.
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DG ya
DA I think when the restrictions take place depending on the ratings they go for like if its pg13
then they arent going to do as much with the drugs like this is the end and lower it down for
their target audience.
SP or if they go for a g rating, they arent going to have a person smoking or drinking in the
movie and I guess you have to play it towards the audience as well because like how the
government says 18 for cigarettes and 21 for alcohol. They're trying to kinda limit exposure of
minors to those at the same time, in movies, they are trying to limit the exposure to minors
MJ but at the same time you're 17 and watch r rated movies but cant buy cigarettes or alcohol
at 17.
SP but you're only a year away
MJ from cigarettes 4 away from alcohol.
DB not really I dont think theres much censorship in movies and I dont think there needs to
be any its more a discretion of. I mean its not like its on tv going to a movie is like a process.
MJ about their rating board. I dont like how they sometimes go oh this movies deserves an x
rating and then also the stigma oh we cant make r rated movies as it wont make as much money.
hampers the directors.
DA I mean, ditto. I dont want to add anything I can think off
ZM id imagine youd want to remove the anti drug, tobacco free florida commercial. What
would you replace it with
SP make shows better and longer.
MJ Its not that commercial annoy us some of the money spent on the ads can be spent on better
things.
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ZM do you think the government has a responsibility to censor the content of films that depicts
these activities.
MJ I think realistically, if you keep it away from kids, who wont understand it and again its
parental responsibility. But its also upto them to inform the kid and make sure they know, oh you
see the guy injecting heroin in his arm, you shouldnt do that cause what the movie doesnt show
is this this this this and he gets his arm cut off which most movies dont.
SP I think to some extent for foreign relations, the US makes a movie about Iraq or Iran and its
all about hardcore drug use and there could be repurcusions with foreign governments. Cause
they will be like these americans say that all we do is smoke crack and dope up and all that and I
bet the government should stop that cause its showing us in a bad light.
DG I dont think thats true cause I mean if its a known problem in a country like I know there
are foreign countries. Like I saw a movie by a Persian director of a man with a heroin addiction I
dont think it paints a bad image they are just telling a story of someone who lived here cause
theres a bad addiction there. I think theyd be pissed off if there was some violent thing there.
SP or the government leader
DG I think they are fine if its a true story
DB I think it depends on the director of the movie then where its coming from
MJ not all countries are thought of by americans as being American haters. Like kazak student
dont hate borat and they really are happy about borat even though its completely innacurate. At
least now people know its a real place and they know about it. So last year in my class I got to
talk to a lot of kazak students, kirkhi student al were like we watched borat and thought it was
funny. This wasnt us but hey at least people know we are real
ZM do you think such depiction in movies are reflective of the real world
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DG I think in certain cases ya cause there are people who live their lives like that like in
requiem there are people who sell drugs and take heroin for their entire lives. Then you can take
it to the fictional avenue with this is the end with the drugs
ZM there is this clear divide in depiction of movies of at least drugs
DG there has to be a person in that state before.
MJ I think it also depends on the movie like inglorious I feel like the amount they were
drinking is a realistic amount and somebody going to a bar to not seem suspicious would
consume that much. Or the lieutenant celebrating his sons birth is expected to be hammered as
celeberatory drinking is dangerous drinking so thats reflective. But then something like beerfest
where they put a warning before the film and the scene where he starts sucking beer to survive in
the tank and so I think it depends on the overtones of the movie and the directors discretion.
DB also in this is the end at the beginning when they smoke all that weed they wouldnt be
functional after smoking all that. You wouldnt be able to have normal conversations.
MJ and they wouldnt fully enjoy the 3d tv
DB so its not a 100 % reflective of real world scenarios.
SP some movies are a combination of the two like in 21 and over ive seen people get black out
drunk and do ridiculous things and pass out. So that happens and the movie embellishes a fact.
But then even with the drug use that movie shows stoners innacurately. Cause they are sitting on
the couch completely zoned out and not paying attention to anything in the world and when they
come to like whos this guy so its like thats kinda more realistic oh we are going to smoke
massive amounts of pot and be fine
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DG in pineapple express the entire time when they are getting high and at the end when
everything is going up in smoke and you imagine hes getting high, but everything is in calm ness
and he is walking through it.
ZM would you call this consumption in your peer group normal, excessive or minimal
SP totally minimal sarcasm
MJ I think its entirely based on perception and SP would sa DA and I drink to excess but we
say it can be excessive at times, but mostly its normal specially because when you drink in the
course of months your tolerance grows and you can drink more. So thats the whole thing they
tried to scare us away from. As you do more and more, it take more to get that feeling so my
excessive drinking is what it takes me to where one drink would get SP which one drink is
minimal and when I watch someone with a higher tolerance, A im impressed and B I think its
excessive.
DG id kinda go with him on that id say that question can be answered that it really depends on
who you hang out with I have seen people before just smoking pot blunt after blunt and they're
fine and they keep going after every blunt and it really depends on that.
ZM what do you think about this?
DB in this group its a lot more than what ive been exposed to being around other groups but I
wouldnt say its excessive to a point where its like a problem thats where I draw the line so id
say its pretty normal on the borderline.
DA id go with micah and the perception thing. I feel like for us if its not everyday then its
minimal and a lot of people would say its excessive.
MJ and also we dont always drink to get drunk I drink cause I like how it tastes.
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ZM what do you think of the responsibilities of actors in terms of depicting these things. Do
they have a social responsibility to the audience
DG I dont think they have any responsibility let them be as they are let them do what they
want
DB im going to have to disagree with you. I feel like if you're gonna put yourself in situations
where you have the attention of millions of people you have some sort of social responsibility to
be a somewhat responsible person. Even though you arent who you depict in movies people are
going to look upto you.
SP in real life, I know theres a big debate in athletes on whether they can be judged on how
they act off the field and you're getting paid a lot of money to be a specific brand for your movie
or agency and if you go against that you're going to be in trouble.
MJ I would go sort of middle of the road for that because I do agree that we do put them on the
spotlight, we cant expect them to be perfect like I look at Michael fassbender and wish I was him
I dont expect him to be like dont drink, though I hold him in higher regard then some bum on
the street. Like if I were to read tomorrow that fassbender was arrested for drunk driving or
caught with 10 pounds of coke then that I would be upset about.
DB you feel like you know these people you put in so much time, seeing them building a
relationship
SP that like with the Amanda bynes going bat shit crazy. We thought she was the one who
finally made it out of the teen stardom. Other than Hillary duff she was the person of our
generation, but she ended up going through it and she is human and it hurts how people see an
actor when they do crazy stuff like lohan her whole deal, since then I have no interest in the
movies shes been in
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MJ she was in a soft core porno
SP she is doing a doc on her life.
DB you have a level of respect for them and once you see them not living upto that you are not
gonna watch them anymore.
ZM if they sell us clotes and perfumes, its safe to assume we listen to their lives and their
actions. do you think such depiction has influenced your attitude to these things
DG a little bit. Its kinda like when you see someone smoke on tv and you feel like having a
puff
SP I feel like it hasnt cause I dont like drugs alcohol because half my family is alcoholic. The
other half did so many drugs.and one had to go to a mental hospital cause he went crazy but ive
never like it even seeing it on tv or in movies. Its not something that I agree with and I never
will.
DA it has for me. Seeing in a movie I kinda wanted to try it. I didnt feel the need to but like at
worlds end and doing the pub crawl, I want to try it when I was younger, and saw someone
smoke, I felt like I wouldnt mind trying one.
MJ ya when you watch a movie like beerfest you go I wish I was drinking a beer while I was
watching this but like one or two to last me throughout the film
DG its like the perception thing we talked about. And it doesnt have an affect on SP
ZM lets just go around the room and give final thoughts whether you agree or disagree.
DG I really think in some aspects its yes and no in my opinion a person makes their own
decisions in the final run. Theyll see a movie and thats kinda cool and I want to try it someday
what it comes don to, should I really put that in my system and thats their final choice, they
could try it and hate it and put it down forever. Or have it as a habit. It depends on the person.
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They may be influenced slightly by these movies towards these things and it is their final
decision. And the restrictions work as well as they can
MJ I think there is an inherent desire in just about any person to try everything at least once in
their lifetime and whether famous people influence you or not sort of depends on the person and
not so much government restriction, I guess the values our parents instill on us or dont instill on
us and has a heavy effect on us and even if the parent is willing to sit down with the child and be
like here try this with me instead of going out in the world and not knowing what to do and
trying it on your own and hurting yourself. I think that for me personally movies dont make me
do bad things just like video games dont make me do bad things and I think a lot of the time its
pushed on a medium that caused somebody to do a bad thing thats someone playing a blame
game cause we dont like ownig up to our own decisions, being our own.
SP like I said I dont like the smoking and stuff other people can do it if thats what they want
to do okay but like seeing it in tv movies all that most of the time it does nothing but reinforce
the fact that I dont want to loose that much control on myself cause not only do I think this stuff
tastes disgusting I like being in control so seeing someone dancing like an idiot after doing a
bunch of drugs does not make me want to do them and like MJ was saying a lot of its on the way
your parents raised you and owning up to your mistakes when it comes to doing drugs and
watching it on a movie but I think the way the government has it now, the ratings system has
changed since it was first created and its probably going to change soon and isits getting more
lax with what they are allowed to show.
DB I have to agree with all that it goes down to how you were raised and the type of person
you are you're the one responsible for your life not government responsibility. I dont want to be
repetitious. And the focus is on parental censorship
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DA ditto but also movies influenced me to where I saw it on the screen, the college movies like
van wilder and I want to do some of this stuff and smoke marijuana and I also have to look back
to how I was raised I was so sheltered, its kinda like the forbidden fruit, you cant have it so you
want to have it more, so I saw it in the movies and I was like I wouldnt mind trying it and that
pushed it forward. So now im an alcoholic.
ZM no you're not. Were done. Thanks a lot.
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ZM im about to start my 5th focus group, second one in America its 5 o clock hi guys. Lets get
started by introducing ourselves. Tell us a bit about yourselves whatever you want to talk about
and as an ice breaker lets talk about your favorite movie
SJ Im SJ and im majoring in psychology and minoring in physics and philosophy. My
favorite movie is good will hunting.
J my name is J, im 19 and im majoring in criminology and psychology and my favorite movie
is now you see me.
SJ it was really well made it has really good plot development and the main character played by
robin Williams was depicted as a character who went deeper into other characters
J I like now you see me because the whole point is of people who use their talents to rob banks
and there is a secret organization.
KK my name is mr. pink.
ZM no your real name please.
KK my name is KK I major in mass comm in advertising. And I ve never seen a movie before
because movies are evil
ZM alright can I get a serious answers
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KK okay I saw the one movie that had jim carey and zooey deschenal called yes man and I
really like that movie I felt that jim carey relly performed well and zooeys character was great
and it was a nice little film that wrapped up nicely
CS my name is CS and im an alcoholic I major in computer engineering and my favorite movie
is Superbad. Because they get laid at the end. It was funny they have great actors
MP- hi im MP and im majoring in IT my favorite movie is star wars 4 over 6 4 or 6 because the
empire doesnt win in those movies. I love sci fy star wars is what got me into sci fy.
ZM what im going to do is show you brief clips and well talk about them and your perception
on what you saw.
Clip bond drinking
ZM what do you think of the clip you just saw
MP it made drinking look really cool
CS hes my hero because hes like the life of the party
KK because he was able to drink the alcohol
CS ya. He didnt just drink alcohol he had a scorpion on his hand ive seen anyone do that.
MP he faced death
KK he could have faced death without the alcohol.
ZM which is the premise of the story. This scene was just raw masculinity.
J I agree with the masculinity comment
ZM do you think it was necessary for them to depict this scene in the movie. And what sort of
an image do you think they were showing with craig define death while drinking.
SJ I really think the drinking part was inconsequential it was about the way he had to take the
glass and drink without disturbing the scorpion I really think what he was drinking was
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inconsequential
ZM anything more
KK they were kinda advocating the death defying and showing that drinking is super cool and
its not super cool and people die all the time.
Clip 2 smoking blood diamond.
ZM this whole montage was from one movie, I think its blood diamond 2006 so what do you
see from this little bit
SJ it depicted aloofness specially when hes confronted by the one guy behind him whos
obviously someone of authority and di caprio was aloof and took out a cigarette and smoked
right in his face and he showed it in every scene he was doing it in by just ignoring people and
not showing people any respect at all
ZM he actually incorporated the smoking as a trait for his character in this movie. To show his
nonchalance.
MP he dies at the end of the movie
ZM but that has nothing to do with the movie
MP tomato potato.
ZM just like james bond they showed this cool swave good looking fellow not giving a fuck
and
KK kids want to be that cool and I want to be that.
ZM if I have a cigarette between my fingers I can pretty much take on the world
KK I see you smoking and I want to be like that.
J but seeing him smoke that much made him unattractive
CS but that one girl says nothing.
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J hes blowing smoke in peoples faces, its annoying
CS the guys a bad ass
Clip 3 drug usage requiem
ZM this was from requiem a very obvious youth icon movie, im sure youve all heard of it
2001 this movie depicted on pretty much all levels from the gateway drugs to the harder drugs
but to also the drugs you think are irrelevant the fatburner pills that his mom takes and it shows
the adverse effects of drugs but also shows the good times you can have with drugs.
MP none of those people have a great time at the end of that movie.
ZM this one I agree with you here they definitely suffer because of their drug addiction
MP this is not a happy ending movie,
J I havent seen it so I wouldnt know
ZM in the ending the girl she prostitutes herself at a sex party to score more heroin the guy
loses an arm the black guy just ods and his mom taking the pills is hallucinating I think she goes
into a mental institute and so no one has a happy ending at all
Mp they show the sideeffects of drugs in this movie
ZM its such a complete package where they show the procurement of drugs, the usage of drugs
in grave details.
KK I think it was irresponsible of them to show how to use the drug
ZM like a learners guide
KK ya like I didnt know anything about this thing but I feel like I can do that now. It didnt
seem that bad. Its defninitely bad. Kids can be watching this
CS well if you're smart about using it you should be okay right they were using it irresponsibly
KK there is no responsible way of using it
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ZM thats addiction
CS is it bad to be addicted to fun, come on.
ZM fun is good but not if it kills you
KK ya and not at the expense of our youth.
SJ if you look at that clip alone, they went from really focused and they had a plan to make
money and be profitable and as soon as they took drugs their ability to focus went away. And
while they were having fun, it completely ruined any possibility of profitability.
ZM with these clips you at least get an idea of what the focus groups about . were there any
restrictions on your movie watching priveleges when you were growing up
KK R is bad
ZM can you elaborate
Well theres a rating system.
ZM no about the restrictions on you alone.
KK- it was very important that I was shielded from all this drug use because it definitely if
influential they would monitor what tv channels I was watching. Always even pg13 was iffy and
had to be parent approved. They just had to make sure what things were in it oh this one has a lot
of drug usage and sexual thing. But if it was like this one has mild humor and my mom was like
you can watch that
MP dont you feel you were too sheltered then, you missed out on a few things
CS when I was growing up my parents restricted everything for me. Couldnt watch pg 13
movies till I was 13 I grew up watching march of the penguins and I wasnt okay with it cause all
my friends were allowed to watch all this and have a lot of fun and I would sneak out and watch
the movies at their place and sneak into R rated movies.
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MP I was let into R rated movies my uncle would let me in.
ZM alright and there were no restrictions otherwise.
MP no none, I was watching adult swim when I was 8 and watch whatever I could find.
ZM and do you think it had an adverse effect or positive effect on you
MP im in college now so I think Im doing good
J with me my mother vetted any rated R movies and my father as long as there was no nudity
or sex in it, it was alright
ZM nudity and sex was a nono but everything else was allowed
J as long as it wasnt too hardcore
ZM so he would let you watch lock stock and not
J I didnt watch a lot of movies like if my friends wanted to watch a movie and it was rated r at
their house and I just wouldnt tell my parents I was watching it at their house like with my sister
now its more strict and my parents look at the internet movie data base and see what it has and
then decide whether she can see it or not
SJ my parents didnt care about content but they wouldnt let me watch tv or movies because
they let me read anything I wanted and these themes of smoking drinking alcohol and all were in
the books reading count of monte cristo and agathat Christie and Sherlock holmes and all that so
while they didnt care about the content they dont care what I read, they just didnt want me to
watch tv when I could be reading instead
ZM the medium restriction is valid cause its cool if its in books hey thats art and literature.
SJ ya they were very narrow minded, I came home did homework and book reports so why
would they let me watch tv when I could be reading books instead
ZM and how did you feel about this level of restriction
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SJ I didnt think there was anything wrong with that so it didnt bother me at the time looking
back on it I wish theyd have let me watch movies and tv because I got teased and pick on in
school and didnt know any pop culture references.
ZM has there been in your opinion any change in the content in movies have changed over time
KK absolutely they're way more liberal in the practices of not just showing sexually explicit
scenes but also drugs alcohol and cigarettes. Drug use used to be so taboo specially in the movie
industry and now its in every movie and its so like they make no big deal out of it all seth rogen
films are like smoking and its all cool and its not even a big deal
ZM they're sensationalizing it to the point of being cringe worthy. Like in the beginning of this
Is the end hes got his name spelt out in joints
KK and people are doing cocaine and stuff like that and you go to high school and everyone's
like oh yeah thats no big deal seth rogan does it, hes fucking hilarious everyone should do it. In
older movies theres definitely cigarette and alcoholism and they are also not as studied as they
are today on the adverse effects of those things like now we know cigarettes are bad and yet we
still advocating the message.
MP in older movies they didnt portray drinking and smoking as bad, they were just calmng
things in a persons life. Drugs are still bad. That was just branding and marketing. Now its
actually portrayed as something bad. Have you seen flight drinking was a big factor in that
SJ its not that they show it in a negative way, its more that they show it in a symbolic way
where in Casablanca everyone smoked and its no different from everyone drinking coffee now
now its shown in a more symbolic light where usually its bad but at times its good like in the di
caprio movie it showed that you're cool and can act aloof
CS I think movies changed for the best well like back in the older days couples wouldnt even
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sleep in the same bed they didnt initiate contact or they wouldnt do what real people would do
in real life so like now whats wrong with showing what people do for fun. And I dont see what
the problem with that is
J I guess I can understand that its good for movies to depict something from real life and see
how they change but its also very influential
ZM but we all agree that there has been a change
Everyone agrees.
ZM do you you think there is an oversensationalization of such content in movie s that youve
seen
J I dont really watch a lot of movies like that im not really exposed to that I guess.
ZM in the movies that you did see and im sure had that content did you feel that they were
doing too much and not necessary to depict that or did you feel that its a more organic depiction
of natural life today.
J I feel that in the movies that ive seen today that they are depicting a natural world and its
okay.
MP if they have the right rating.
ZM what do you mean by that
MP its okay for adults to see the movie cause they understand whats happening and thyell just
think its part of life and theyll probably end up doing it as well
ZM do you think that the depiction of such content was excessive or minimal, its free speech
its art.
MP I grew up with alcohol and drugs around me so it depicted real life to me. And I never did
any drugs so im okay with it
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KK I dont think that free speech is a good enough argument to endanger peoples lives.
ZM how about saying that its an expression of art is it any different from books and plays
KK why should my child drop out of highschool and then burn out and die at 23 from OD so
you can enjoy your movie a little more
SP maybe you're a bad parent
KK maybe if he wasnt watching project x and throwing the best party ever
J ya I agree with that statement it goes back to parenting.
SJ if he stayed up all night and watched tv.
ZM lets take the parental and the youth context out for a minute. Right now you at 19 watching
these movies, this is the end pineapple express and when you see these movies and you see these
guys do these cool things. And you see di caprio smoke pack after pack of cigarettes. You see
Jason statham snorting coke. You see chris evans downing multiple beer
KK theyuse them as symbols and ithink they could use alternate symbols for similar things. I
think they turn to drugs and alcohol too quickly you can be cool without cigarettes, of cource you
can be cool with cigarettes from the movies point of view. He could have had
CS a cup of tea
KK you're making a joke of it I cant think of a good example off the top of my head im not a
writer im just a concerned citizen but seriously its excessive
CS I feel like directors should have the freedom to depict whatever they want in the movies. Its
not like they're forcing you to watch it. You have a choice. And when you paid for that ticket,
you pretty much chose to watch whatever they show you
MP they have ratings, you have trailers, you know what going to happen in the movie
ZM they have the freedom to do it and they are doing it but do you think they are overdoing it.
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CS how can you over do it.
ZM like putting it too much in your face. Like take an erotic thriller has to have nudity it could
be done in a classy way like say lust caution or it could be done in a very publicity oriented way
like in basic instinct 2
KK vulgar
ZM ya where its just a soft core pornography so they are missing the medium they are hitting
at as a genre because they are over indulging is my point
CS good directors, they dont like to play it safe dont they like to push the envelope or try
something new I cant think of any off the top of my head.
MP m night shyamalan,
CS I havent seen that movie
KK its not a movie CS
ZM its a director. You dont see chris Nolan use these things. He could have easily done a
meth head angle in memento.
KK you can push the envelopes in alternative ways.
CS why do they have to push it in certain ways. We are just trying to restrict their speech.
ZM so you're okay with it
CS ya
KK I hope its clear that im not okay with it.
ZM but do you have EGs in your opinion of movies that were oversensationalizing
KK project x
CS that was based on reality
KK but they made it seem, okay like
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SJ the only movie that I ever saw with a really heavy focus on drugs is goodfellas and it was
very clearly the subject of and depiction of when you're on drugs, bad things happen he ends up
losing his relationship with the mafia to losing his kids and family and having to go to rehab
where hes going through withdrawal.
MP well you showed us a video of requiem for a dream and that was nothing but drugs and
then we saw what happens at the end of that movie and I feel they do push the evelope, we do
see onsequences of what happened.
ZM now that movie depicted a genre that showed excessive usage.
SJ the only movie I can think of that showed heavy heavy depiction of drugs end really really
badly but withsmoking and drinking I can think of Sherlock holmes books where he smokes and
nothing bad happens. I can think of Casablanca and gone with the wind and ssound of music and
good will hunting where everyone smoke but its not a status symbol, its not. The rich smoke, the
poor smoke its just a culture thing. The only movies I can think off that are really heavily
depicting smoking or alcohl use are ones that end really really badly.
KK but. I dont think thats the case in comedy movies. Like theres a slew of comedy movies
where drugs and alcohol are just party things cool crazy things happen and theres just no
repercussion or consequence.
MP I dont know about that I mean in hangover they pretty much fuck up
KK and then these cool crazy things happen and then everything is great.
MK the guy lost a finger.
KK and they were able to get there on time.
ZM any more points
KK I thought in this is the end it was innecassary.
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MP the whole movie was about the end.
KK the whole movie was about the world ending and the 1st 45 mins was about the drugs
MP I was thinking of the wrong movie nevermind.
ZM you were thinking of the worlds end
KK exposes us to cocaine and all the other stuff Michael cera was someone young people
could look upto.
MP and then look what happened . he died
KK it wasnt because of the drugs or the alcohol.
ZM ya why do you keep pointing out examples of a guy died from another reason
MP no he was high on cocaine .
K he got impaled
MP because he wasnt focusing on his sorroundings.
ZM but was it necessary for that film to depict the 1st 15 mins
CS they were just trying to enjoy themselves.
ZM why was it necessary to show this by drugs or alcohol.
KK cause its funnier.
MP because they have the money to do so.
ZM alright, are the movies you watch today being influenced by other movie markets. By this
I mean british cinema, French new wave. Has an international presence permeated into
American cinema today, to change it, to make it depict these things more, less. In a more or less
tasteful manner.
MP I think its Hollywood thats been influencing everyone else. Weve been the only ones
throwing shock and swe into the movie industry.
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KK im not efficient in international films
ZM but say the craze of the gangster the youth gangster cinema, rockn rolla lock stock, snatch.
KK but what ive seen of 2 french films, theres a lot of excessive smoking and its very casual it
definitely wasnt depicted in a negative manner and I thinkthats definitely spread throughout the
industry
ZM thats a good point like the French new wave definitely inspired. Most of tarantinos films
the concept of sittin aroung a diner and having long conversations over nothing . something like
coffee and cigarettes has the aura of French ne wave in it.
KK are the cigarettes necessary
ZM it could just be coffee and conversations another c&c
SJ part of this and going back to culture and French its just what they do there drink more
wine, smoke more and theyeat Parisian food. And they live longer cause they're more active. So
to them its no big deal. In America where we dont advertise as much its a lot more dangerous.
Its influenced American films its been taken out of the original context.
ZM and heres my question, this taking out of original context do you think it might have an
adverse effect on American movie goers
SJ I think that everyone's exposed to cigarettes and alcohol and drugs on tv and video games
and I think its so prevalent everywhere that who cares at this point.
ZM are becoming desensitized to it.
SJ absolutely.
J I definitely do agree that we are being desensitize
ZM and we are getting artsy now and lets do what the French are doing and lets put a cigarette
in di caprios hand for every scene and do you agree with it
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J ya
ZM its okay
J no no I dont think its okay but I feel we are being influenced by it.
ZM so its not okay
MP I am not fluent in foreign movies.
ZM but you feel that it is influencing other markets. Thats true cause when I did my focus
groups in india it was pretty prevalent where most people said that western cinema has had a
influence on at least Indian cinema
MP Bollywood has been affected by Hollywood.
ZM and in india also we have take it to a stupid height where its in his hand but it has no
purpose in his hand its just in excess just not needed. Do you think movies are making money
from advertising and branding cigarettes and alcohol product.
KK yes no mistaking it every time you see they pull out a carton of cigarettes and drink a beer
you see the labels placed towards you,, you know what they are drinking and they have a distinct
color to them and whatever their unique aspect is it might not be straightforward but subtle but
its definitely there and they have been doing it for a long time now
CS its product placement.
MP I mean indirectly and directly both they dont necessary have to put the product there but
the could still be, their proft could be affected by showing the movie brand
ZM not even showing the brand just showing the activity something like how you have the got
milk commercial, there is like no one brand thats advertising it. Its just the milk conglomerate as
one so why cant there just be one big tobacco industry or alcohol industry like thank you for
smoking and the PR endorses smoking and drinking.
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SJ I really cant think cause most of the movies I watch are older are indie movies or are from
foreign places. So im really not that sure
J movies could just depict or use this certain type of beer in a movie and thats the beer that
they are going to be drinking and people are watching.
KK thats true I know this friend specifically who saw this one movie and it had flaming dr
peppers and then he was like hey I want to have flaming dr peppers too and that was like really
cool
ZM ya its not only endorcing drinking but its also endorsing what to smoke and what to drink
like watching mad men makes you uy Canadian club whiskey even though that whiskey sucks.
But becaue john hamm did it, youd do it.
MP drugs are bad
CS well why cant they market their product there
KK cause its unethical.
CS but they are pretty much in a rated R movie or a tv show so why cant they do that
KK because kids still have access to them
CS you cant punish the company just because they have something selling for a certain group
KK but they are definitely gaining profit off of it
MP have the mature channels advertise it and have the parents just block those channels. We
have that ability now.
ZM what do you feel about this, is it ethical or unethical
MP depends on how they do it. Is its only for adults then sure its ethical but if children are
watching it then no its not. If people dont know what wrong or right yet
KK so you're saying your 8 year old kids on a plane and they're playing a movie up there and
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you dont have common sense when you watch that movie. And you're saying that if you're
being exposed to that you dont have common sense.
MP no im saying the people who dont have knowledge of what right or wrong and are
watching it, its unethical for them to be watching it.
Clip Heineken ad james bond.
ZM do you know the details behind this commercial.
KK wasnt it a james bond train sequence
ZM so what you saw were a few iconic characters from james bond, you saw Daniel craig, dr
no. it hinted to the Russian cold warstory arcs of the movies this was a tie in between heinekin
and mgm for the release of james bond skyfall Heineken paid 76 million dollars to sponsor their
product in the franchise so in the movie you see him holding a green bottle in the movie you will
not see him drinking his traditional martini. So the 76 million essentially got them exclusive
rights as james bonds drink of choice. A beer and this was an interactive ad on their website and
was very successful. It also got a lot of negative press where people were upset. And comments
like he has a physique that says he doesnt drink beer and wheres the martini and other dirident
comments either way even the negative comments made it a success as an example of product
placement. What do you think of this commercial
KK I think this showed no adverse effect whatso ever. They didnt show over drinking and
getting in car crashes. They only showed people having a good time drinking Heineken and
specially a lot of people do look up to james bond as a hero and now that hes only drinking
Heineken you like make references like thats the beer james bond drinks
MP at least hes not drinking hard liquor as he usually does
KK I mean its still
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ZM but you see they paid a lot of money because they are aware of the iconography of the
series and everyone knows about the martini and each bond having his own brand of martini but
to be so capitalistic to use that information and to push your product this blatantly what do you
feel about that
MP Its capitalism. I have no feelings towards it at all and thats like any company and brand.
Im unbiased. Im okay with it in a capital point of view.
KK I dont think that that should be a standard. And it shouldnt be okay. I dont agree with his
point.
CS I am only upset that he doesnt have the martini
J I dont think its okay to change the traits of a character to push a product
ZM is watching movies with these themes desensitized your perception towards people who do
these things.
MP ive actually seen it in my lifeso its already desensitized me and I saw it before I saw it in
movies about drugs and alcohol
ZM there wouldve been content in movies that you wouldnt have seen in real life
MP my brother overdosed and almost killed my dadso im pretty desensitized with that.
KK I think for society on a whole it has definitely desensitized them because I remember pre
high school how they pushed the anti drug stuff and then as you get older and start to watch more
movies and tv and pg 13 and r and they show you more drug usage and alcohol in that and the
people are also doing it in real life and it makes it less of a bad thing cause you're seeing it
everywhere and think it may not actually be that bad
CS well when I watched flight with denzel and his life was just miserable and he was just
drinking his problems away movies dont just show you that they're okay
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KK but I feel like, you're still being desensitized to everything just the more exposure good or
bad, were still getting desensitized to it. I dont think theres as much of a negative thing . like
crazy things happen to them and its not just because of .
ZM so you are saying that there are embellishments provided by movies that we perceive as
truths and sheer content depiction has left us desensitized to it.
KK ya theres just so much of it both good and bad but theres not enough bad that outweighs
the good and I think thats definitely desensitized us
J growing up I think I was desensitized because my mother smoked and chewed tobacco so I got
desensitized like that and movies just add to the desensitization
ZM what about things like the clip on drug you saw
J I dont think I have been desensitized by drugs and I havent seen a lot of movies that have
had such hardcore drug usage but ive been desensitized to the other things
SJ not necessarily movies but growing up reading classic literature where everyone smoked but
it got me thinking that until it gets to the point that they are trafficking it and where they are
focing it on other people and they are getting hurt for it I just dont care what anyone does to
their body anymore because ive just been reading it everywhere in classic literature.
ZM and you feel like reading all that literature has left you with a perception that its okay.
SJ there are many instances where people are addicted to drugs and they die alone so as long as
the habit stays to that one person,
ZM im going to give you like a hypothetical scenario in about 10-15 years all of us are going to
be parents and have kids, as parents what censorship techniques would you employ towards your
kids
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MP what happened to me like I mentioned my brother it steered me away from drugs. Maybe I
can hire an actor. Shock an awe.
ZM thats one step
MP theres plenty of ways to block content all the technology we have its easy. Nothing was
ever blocked for me so im not sure. I think ill block it cause things are getting more and more
crazy as the world goes on.
ZM or imdb the movies for your kids
MP exactly something like that. Hes doing that because hes wrong. But ill tell them afterwards
explain it
CS as a parent id probably follow the rating and tell my kids that what you're watching here
isnt real this isnt stuff that will happen just because someone takes this or does this they dont
show the full consequences of what happens.
KK I think its much more impt to keep close attention to the people your kids look upto for the
most part it might not be the dad or mom it might be a cousin or something like that. I was very
exposed to my cousin playing violent video games and watching very vulgar movies and it
definitely desensitized me and I was very impressionable and not as informed as I was. I think
that for a lot of people, the fdiff role models they look up to whether it be real people or
celebrities and its important as parents to know who your kids admire either try and steer them in
a different direction or like just CS said explain the benefits and the real life assertion of it.
J having a young child id want to block them from things that can be impressionable to them
but as they get older, I want to ease them into what goes on in the real world and also that they
are informed what people would say would be the positives of doing and what the negatives
would be as well just because a parent wants to block something from a child doesnt mean the
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child is not going to have accessibility through other means whether it be through other members
of the family or through peers or anything like that so making sure the child is informed about
the situations is impt because they will have more knowledge about whatever they are getting
into.
MP ya just show them Disney channel
ZM and when they grow up just show them what happens to the Disney channel kids
SJ if you expose a person young enough to any concept in a neutral or negative setting then
any positives they would possibly get from it would be dampened so be incredibly factual and
straightforward. The negative sideeffects have been proven to have increadible sideeffects in
dissuading kids over time for not doing those. But studies have shown that its more effective if
you did it between the age of 5 and 6 so if you start really early and are really careful how you do
it then the chances, of them doing any kind of illicit stuff is almost non existent when they get
older. Thats what they do in European country from the time you are in 1st grade through high
school and their pregnancy rates and others are close to zero. They talk about drugs in a factual
straightforward way and the only thing thats still dominant there is violence
ZM what censorship techniques did the government or the industry employ with such content
J sometimes with drug usage there is a heavy implication on shows where a cut version of a
movie is played on tv it will just be implied that its happening and you know its happening but
we dont see it and that person is about to do some sort of drug.
MP I know in alcohol ads you never ever see a person drink you know they are drinking but
you never see it from the can
KK I think the distinctions important that they have those versions because specially as a
young kid or whatever, that distinctions required like the implications are more for the adults
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when you're a kid you generally dont know exactly whats happening, and for them to show
them to you instills a more vivid image in your mind, whereas a kid you see like a crack head
guy itching and going about his day you dont really know as a kid whats going on because they
decided not to put that image the FCC left that part out where he goes and smokes crack
ZM so are you okay with the censorship
KK im saying the censorship is needed
MP maybe its too much maybe its okay to show them what they are doing so that kids know
not to do it
ZM like the shock and awe of it
MP I guess I mean like he just said you see a crack head walking around and scratching and
homeless and stuff and you dont know why. Maybe showing the kid the why will help them
understand and not be homeless and itchy.
CS well there is like a cartoon I watch one piece and ive seen both the Japanese version and the
American version one of the characters in the American version he has a lollilop and hes always
eating a lollipop. In the Japanese version its a cigarette.
ZM why do you think they did that
CS I guess they just didnt want to show it to kids. Cause hes a pretty cool character. And a lot
of guys look upto him. They just didnt want him to be referenced with smoking a cigarette
KK and thats what I said about cigarettes and coolnes. You're still a cool character in the
American version you arent any less cool just because he has a lollipop
CS they also censor the language as well like he says a lot more curse word
ZM so are they more conscious on censoring content in movies and tv shows that are focused
on kids
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CS its weird cause ive seen In quite a few movies for kids, they have adult jokes asthey have
sit there and watch it with their children
J you can go back and watch a lot of cartoons from your childhood and now youll understand a
lot of the implied subtext
ZM iron man example .
KK and people look up less to iron man aww hes not drinking
ZM but at the same time he s making dick jokes
KK but dick jokes are funny
ZM thats not the point im making
KKi dont think that ever ruined anyones life as apposed to drinking alcohol.
ZM what do you feel about the social responsibility of the actors the directors when they depict
these characters performing these activities in the movie like say di caprio in blood diamond.
CS well how much freedom do they have on the script.
ZM they have freedom to create their own characters, they have a say. Specially in todays
climate when we are aware of every activity that these celebrities perform
MP I dont think di caprio cares. As you said its a paid gig. He smokes and drinks alcohol in
all his movies and is seen as a cool character. I think its just him developing his characters and I
dont think hes mindful of what children are watching.
ZM but as a general perspective do you feel the actors have a responsibility
MP oh definitely. Cause they are role models they are people that children look upto. Specially
like Christian bale kids love batman and Christian bale has to take his duty as a role model
seriously
KK but then you see him in films like American psycho
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CS its a rated R movie, its not like kids watch it
KK but they do that hether they like it or not specially for films targeted for the intermediate
age group kinda like teen area where films start to get raunchier and adding more explosive
content I think they should be more vary of the things they put into it. The actors should always
keep their, like if they do things like drugs, should keep it more behind closed doors cause
people do look upto them and there definitely is a persuasion factor for a lot of kids
SJ I think they are free to live their own lives the only reason why we even know about it is
because of social media. Like leave them alone and let them do what they want to do you have a
kid restrict the access to social media dont let them watch the TMZ or mtv or V something and
dont let them watch those stupid channels and dont let them read tabloid papers if you are
careful what they are exposed to then they wont know it.
ZM what do you think about something like smoking specially now that we have so many ads
and programs placed around smoking do you think there can be any censorship techniques for
smoking in any medium
J I think they have the no smoking commercials the tobacco free florida where they are
showing the negative effects of it. I remember this one commercial they showed this one guy
who went to chemotherapy and died and they showed his life during the therapy.
KK the only problem I have with those commercials is they show extremes and people tend to
see these cases and are like well thats not going to happen because thats like crazy. People
smoke and I see them smoking in the movies and so I feel like though they leave you with vivid
images thay arent that effective I dont think you ever go I will never touch a cigarette. They are
trying but its not as effective as it should be
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CS- I know there is commercial where they make it disgusting and she is smoking and looking at
the mirror
Clip anti smoking
ZM so they are obviously going for this shock and awe
MP it works for me
KK you see that but you end up not seeing that in real life. Most of what you see is a lot of
media stuff and all that. Since we arent exposed to that, we tend to not take the extremes as
reality.
MP its hard to advertise the non extreme one how are you going to put the slow degradation of
life on the commercial
KK I'm just saying how its not effective. Im not saying they shouldnt like of course they
should keep trying to put more efforts into making smoking not an appropriate activity but Tv
and movies, are kinda being counteractive towards it.
ZM are there any government restricitions that you feel can be added or removed
MP They can definitely censor alcohol a lot more
ZM how do you go about doing that
MP I dont know but they can like they do with cigarettes they can put more commercials
about dont drink but I feel like alcohol has a grip on the American culture.
SJ things can easily be controlled like when your commercial goes on commercials for alcohol
are between 9am and 5pm thats when kids come home and watch tv I dont htnk they should
but they can. But the biggest thing they can do is start education like at pre school rather than
middle school. This is wasily the biggest thing they can do
MP I didnt have it
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KK you had dare all the public schools had it
ZM do you think dare works.
KK i think its like he said
SJ it should be implemented when you first start school
KK when you start understanding more in tv and movies by the time you're in middle school,
you're already apprised to a lot of what you see in cinemas I think the earlier they start the more
beneficial it would be.
ZM would you acceptsomething like say a movie begins and a small black screen says
cigarette smoking is injusrious to health.
KK I dont think thats effective enough. I think little kids arent going to take that into
consideration I think they're not even if they cant read, a simple warning label is not a sufficient
deterrent
J little kids would have a concept of the fact of the longer effects afterwards.
KK ya like hes so cool but I have to remember that little thing they said in the beginning and
probably shouldnt do it.
ZM maybe it could be time apprpiriate or ratings
KK ya or what channels they put it up on different like films. I think they are pretty good
about it with the rating system in films and stuff like that. But when they import it to TV I think
sometimes its loss in translation about what movies get put in what channel the content and
appropriateness of itand specially easier for kids to access channels on tv so I feel like they could
easily find drug use and all without them realizing it from just a normal channel they watch
ZM do you think the government has a responsibility to censor the films
SJ nope
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ZM why not
SJ because not their job films are made by private companies by private citizens that are being
shown to private citizens who have parents. Government has absolutely no role in any of that it
has a role in saying that if you smoke this pack of cigarettes you can get sick so you get a
surgeons warning on it . they have the right to educating people they have the right to general
knowledge but they dont have the right to any censorship made by private citizens for private
citizens
MP I didnt think about it like that but now that you mentioned it before I was like ya sure but
now my opinion has changed and we are capitalists
SJ if you want to look at Pepsi, every single person here would never drink coke ever the
government is not allowed to say that ever. If you work at google and they say every person has
to smoke at least one cigarette everyday the government is not allowed to do anything about it,
its a private company with private workers doing private work and the government has
absolutely no say in it.
KK but the government does have responsibility for
SJ education, which is outside of that and you teach the parents how to incorporate the
education to daily activity and if they cant do that thats basically it the government has no other
role
KK but they do have the ability to infringe upon things that are in the government interest and
creating a hostile society that allows for illegal activity is in the government activity.
SJ if you want to go that inefficient than yes they can infringe upon private citizens and private
property but if you want to do it accurately and efficiently then every study has shown you do it
with education and nothing shows that censorship works better than education
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KK but censorship does work in a way.
SJ inefficiently
KK it works not as efficiently ill give you that but it does work.
SJ it works in the absence of education
KK why not have both why wont both be effective.
SJ ya I just told you every study has showed
KK ya but an effective thing and a not so effective but still effective thing I see a lot of
progress right there
SJ this isnt physics 101
KK this is math 1+1=2
SJ no this is not physics or math what happens is you have an effect and what this effect does
is in a way affect education if you have education that you incorporate then this nullifies the add
on these are a very set effect and they work better through education
KK I bring this to the table
SJ you're probably wrong but go on
KK well kids are smarter than you give them other kids are just as easily influenced regardless
of what they are told
SJ again every study that has ever been done shows that children in that situation are not taught
early enough
KK but so you're saying that but im saying that if censorship saves the life of one kid not
oding on drugs dont you think censorship should be implemented.
SJ no
KK youd rather that kid died because you want to see a cigarette instead of a lollipop
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SJ why should that one kid be far more valuablethan the billions of lives that a movie
companies charity can save
KK because that one kid is actually lots of kids and they are all dying
SJ but that number is increadibly minimum compared tha.
KK that still means theres a need for it
SJ compare that to the amount of money used by movie companies who are donating it to
cancer research and that will save an astronomically higher number of lives. Why are the lives
you talk about more impt than the greater number
KK because censorship is a lot easier to employ than cancer. And why isnt cancer fixed.
ZM alright I like both points and its your perspective
KK the better one
ZM this study is not meant to have a right or wrong.
SP mine is scientific.
KK one side is scientific opinion, one side is right. Continue.
ZM lets move on. do you think such depiction in these movies are reflective of the real world
KK absolutely not, there are these two comedians names cheech and chong. They go around in
their van smoking marijuana and they have fun and go on all these adventures. And they dont
really show the negative things in the end its all happily ever after and there is plenty of negative
things that can be associated with marijuana that arent showed . and they dont always depict
that like comedies primarily that tend to depict drugs and alcohol
ZM also modern day comedies are relying on the drug based slapstick humor.
KK ya exactly, its like smoke some weed and it will be funnier.
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CS no I dont think it depicts what really happens when you do these. It will mostly show you
the fin sideand never shows the consequence after youve done it. It never shows the long term
effect, just the short term
MP the 2 egs you showed showed me that drugs do have consequences and things happen so
ya I think so. Even with the movies that show a light hearted side to it like project x the kids had
consequences at the end the house got destroyed at the end they still have consequences of what
happened. Even if it isnt a dire consequence
ZM and things with alcohol and cig are organic
MP ya its what happens in real life. Shown In a film
J I do think its reflective of the real world but in other aspects maybe not depends on which
movie it is. Cause there are some movies where its overly excessive while there are others where
its more realistic. I dont have egs but.
SJ movies that set out to show alcohol and all and are based around it are pretty realistic I their
negative sideeffects movies that have them just by happenstance are very unrealistic. So
goodfellas which was focused on drugs was realistic, Casablanca monte cristo they all have
drugs and all by happenstance and there was no distinct downside and it was unrealistic
KK well there was the movie fear and loathing in las vegas very heavily centered around drugs
and they took many illicit drugs but by the end everything is going their way even though crazy
things happened but anybody who took the amount of drugs they took would not be okay so I
think its not depicting the real world.
MP im going to go with what they said like 2 and a half men. And so sometimes it depicts it
realistically and sometimes it isnt.
282
KK even when they do depict the negative aspects of drugs they I think even the fact that
you're seeing it happen so quickly and then the movie ends it doesnt leave an impression in your
mind of the actual life long consequences. You see it and you like see the good thing happen like
they have a good time I feel thats a bigger impression than when you see the negative
impression movies.
ZM would you call consumption of alcohol in your peer group normal, excessive or minimal.
Cs- ill go first. You should have an option that says none.
ZM minimal.
CS we are all very responsible college students so I dont see a problem with ours.
MS we wouldnt walk to the counters there and find something
CS im 21 leave me alone.
MP I dont appreciate that cigarettes isnt mentioned
ZM it should have been mentioned.
MP I think you smoke too much.
KK there has to be a reason
MP dont smoke.
KK I think its beyond excessive. I think theybe been to too exposed to the media through
television and movies and it makes them go crazy with drinking like they watch the movies like
project x and then they become animals and shed their restraint and its definitey a problem and
its a detriment to their health. Its really sad.
ZM so when you perceive these activities whats your reactions.
KK I feel sad that they were so easily influenced and they watched those comedies where they
have a good time and all this drinking happens and dont realisze the impact it happens on them
283
and people around them and specially the under age ones who dont know what they are doing.
They are good people at heart and have made bad choices.
J in my peer group as far as booze I believe its excessivebecause there is certain way its
portrayed in media, college students as partyers its usually about being on spring break and going
crazy and having experiences that involve alcohol and drug usage. So these kids feel they will
party all the time and thats what makes it excessive.
SJ first of all define peer group by age
ZM people you hang out with
SJ well then mine is non existent like almost zero
ZM just the people all around you
SJ - a recent study at usf showed that under 50 percent of student actually consume alcohol.
Among people I hang with they drink moderately but ither than that most of them dont drink
ZM do you think depictions have influenced your attitudes towards these activities.
MP I dont do any of those so
ZM no your attitudes.
CS I really havent been influenced by drugs and cigarettes in movies I cant stand cigarette
smoke so watching on tv doesnt make me like it I just feel like I choose what I want
KK I think otherwise I was watching euro trip with my friends they were starting to get into
marijuana and they were like actually wanted to make those (Pot brownie)and perpetuates the
thing one of my family they are into hardcore drugs and the movie s they wanted me to see are
also very drug oriented. I think it has an influence in not only perpetuating the activities but also
introducing them into the culture.
CS so are you not okay with drugs or pot cause your prime eg was pot brownies.
284
KK do you want me to use an alcohol example. The flaming doctor pepper. Watch the movie
hot rod and my friend was like oh they set a drink on fire.
CS but wouldnt it be the same as when they saw a friend doing it
KK thats the friend they chose to have. You're watching pineapple express and you're like oh
its going to be a movie about fruit markets that was a bit extreme but my point is they definitely
the great part of smoking marijuana and its influential and it has to be.
J because of things ive already heard of like my mother she would raise me around things like
that and I was informed about stuff and experiences that happened with her friends to deter me
from those situation. Because of what I grew up learning those depictions seal the deal for me
SJ its really just made me think that everyone free to do whatever they want to do as long as it
doesnt impeach on anyone elses thing. Its your body have fun
KK I feel like if I want shielded as a shield I could have easily fallen to the depths of becoming
an addict in some sort of sense. It made me a better person and gave me a better perception of
like the real things that come from drugs and alcohol.
ZM for the last question lets have final thoughts recap your points on the whole issue the
censorship and whatever, and if you feel that this depiction has an effect on the youth audience.
SJ drugs etc have definitely have an effect on the youth so far going backwards and going out
of the way to prevent it in the future eith education at an early age will help. As far as movies go
I really do feel its the parents responsibility and parental control. I hate the idea that there are
restrictions, its your own body do what you want have fun as long as it doent effect anyone.
J I do think that the depiction of these are affecting the minds of children and I also think that
being informed and having that information before the child is subjected to and see how they
285
portray those things. I think its imp to know beforehand and know what the public is going to say
and know the negative effects.
KK I think in general the depiction is innacurate in how its diff from the true effects. And its
excessive and its not benefitting society as a whole because not everyone's smart enough to
figure out right from wrong and thats harming to everone else as well and I think the
government does have an interest should have an interest and I think the film industry should
also have an interest in censoring and reducing the ativities they put in as it has a detrimental
effect on young impressionable children
CS what do I think well I feel like when it comes to these things I feel like people need to be
responsible on how they use them and you cant just blame like films and everything for showing
a certain aspect of the drug. When I watch a movie and someone drinks a certain kinda drink im
not affected by it I know what happens I dont want to see myself do shrooms, I feel like
everyone should be able to make a responsible choice even if you're being exposed to it is very
important.
MP I think it comes all the way back to parents I dont think censorship matters. I think its upto
the parents to take what the children have knowledge of whether they know or not I think it
comes down to parents teaching their children whats right or wrong
ZM do you think theres an effect on youth perspective if they see content?
MP well ya but its still the parents job to teach the children about those things. Once the
children see it the parents have to tell them what is wrong or right about it.
KK I think the movie industry is so irresponsible for desensitizing our society from marijuana
like specifically over the years. They made it less of a taboo and made it socially acceptable and
286
just a misdemeanor and its just all benefit. I think they are responsible like all Seth Rogan
movies there have just been a stream of movies, that have made it okay to use it
ZM Alright that wraps it up thanks
287
APPENDIX C: CERTIFICATE OF IRB APPROVAL
June 24, 2013
Zain Merchant
Mass Communication
Florida, FL 33612
RE: Expedited Approval for Initial Review

IRB#: Pro00012895
Title: A study on the depiction of drug, alcohol and cigarette addiction in movies and its
perceived effect on a young audience. A comparative study between American and
Indian cinema and its respective Audiences.
Study Approval Period: 6/22/2013 to 6/22/2014
Dear Mr. Merchant:
On 6/22/2013, the Institutional Review Board (IRB) reviewed and APPROVED the above
application and all documents outlined below.
Approved Item(s):
Protocol Document(s):
A study on the depiction of drug, alcohol and cigarette addiction in movies and its perceived
effect on a young audience. A comparative study between American and Indian cinema and its
respective Audiences.Ver#1
Consent/Assent Document(s)*:
consent form. Ver. #1.pdf
*Please use only the official IRB stamped informed consent/assent document(s) found under the
"Attachments" tab. Please note, these consent/assent document(s) are only valid during the
approval period indicated at the top of the form(s).
It was the determination of the IRB that your study qualified for expedited review which
includes activities that (1) present no more than minimal risk to human subjects, and (2) involve
only procedures listed in one or more of the categories outlined below. The IRB may review
research through the expedited review procedure authorized by 45CFR46.110 and 21 CFR
56.110. The research proposed in this study is categorized under the following expedited review

288
category:
(6) Collection of data from voice, video, digital, or image recordings made for research purposes.
(7) Research on individual or group characteristics or behavior (including, but not limited to,
research on perception, cognition, motivation, identity, language, communication, cultural
beliefs or practices, and social behavior) or research employing survey, interview, oral history,
focus group, program evaluation, human factors evaluation, or quality assurance methodologies.
As the principal investigator of this study, it is your responsibility to conduct this study in
accordance with IRB policies and procedures and as approved by the IRB. Any changes to the
approved research must be submitted to the IRB for review and approval by an amendment.
We appreciate your dedication to the ethical conduct of human subject research at the University
of South Florida and your continued commitment to human research protections. If you have
any questions regarding this matter, please call 813-974-5638.
Sincerely,
John Schinka, Ph.D., Chairperson

USF Institutional Review Board
289

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University of South Florida

A study on the depiction of drug usage, alcohol

Follow this and additional works at: http://scholarcommons.usf.edu/etd

Scholar Commons Citation

Indian Cinema and their Respective Audiences.

A thesis proposal submitted in fulfillment

Major Professor: Roxanne Watson, Ph.D.

Copyright 2013, Zain Merchant

List of Tables .................................................................................................................................. ii

Abstract ......................................................................................................................................... iii

Literature Review ........................................................................................................................ 12

Research Question ...................................................................................................................... 24

Discussion and Analysis .............................................................................................................. 53

Table 1: Results from Focus Group 1 ...................................................................................... 30

Table 2: Results from Focus Group 2 ...................................................................................... 34

Table 3: Results from Focus Group 3 ...................................................................................... 39

Table 4: Results from Focus Group 4 ...................................................................................... 44

Table 5: Results from Focus Group 5 ...................................................................................... 48

Table 6: Emergent Themes from Focus Groups Tables........................................................... 77

Table 7: Emergent Themes from Focus Groups Group 1 ..................................................... 79

Table 8: Emergent Themes from Focus Groups Group 2 ..................................................... 81

Table 9: Emergent Themes from Focus Groups Group 3 ..................................................... 82

Table 10: Emergent Themes from Focus Groups Group 4 ..................................................... 84

Table 11: Emergent Themes from Focus Groups Group 5 ..................................................... 86

policy," (World Health Federation, 2012).

stereotypes in both movie markets. It analyzes the industrys sensationalization of a topic by

availability to the youth today.

content in movies might have an effect on the behaviors of individuals.

or initiation may be influenced by a number of contributing factors including parenting, family,

about alcohol use, we detected no subsequent influence of norms on willingness to drink or

(Cin, et.al. 2009).

would have on the audiences perception (Slater, Rouner, 2002)

entertainment purposes (Hilton, 2006). However, sometimes there is an unintended effect.

movies, actors light up cigars (AMA, 2008).

tone and content to their Hollywood counterparts.

2) Are young audiences being persuaded by movies depicting cigarette smoking,

drug usage and alcohol consumption?

cigarette smoking, drug usage and alcohol consumption in?

from pain or just an aid to a good time (Cape, 2003).

audiences from being influenced by them.

Datta (2012) explored the correlation of exposure to depictions of drinking and

added factor in youth drinking.

to children who are extremely impressionable.

least in the short term.

and Maurer, 2006).

even if the effect is to help them sustain the habit of smoking.

commercials in India, a practice followed in Indian cinema today.

Another study focused on a cross-sectional analysis of the correlation between incidents

exposure to images of potentially health-damaging behaviors lead to uptake of these behaviors

movies are universal.

to use drugs and alcohol.

overexposure of cocaine use and an underexposure of tranquilizers compared to real use in

movie audiences and markets around the world.

(World Heart Federation, 2012).

technique in managing to curtail advertising campaigns for alcoholic products.

censorship techniques whether employed by the movie industry, government or parents

such depictions in movies.

three research questions.

affect the youth audiences perspective?

alcohol consumption in regard to their respective film industries?

entertainment and is seen as such by the public.

discussion (Morgan, 1988; Berg, 1999).

and will be recorded for later transcription.