| Scary Beer Ads Campaign Fact Sheet
What's so scary about Scary Movie 3? It promotes beer to youth.
Key Facts
Coors/ Scary Movie 3 Co-Promotion
What Coors says:
• "This October, the Twins will be appearing in Scary Movie 3 and everywhere beer is sold!"
• "The Twins are so hot, it's scary!"
• "[This co-promotion] is supported by national media buys: TV and radio"
Coors placed its Coors/ Scary Movie 3 ad on Monday Night Football.
Young People and Movies
"Frequent and young moviegoers are a driving force in ticket sales": 1 • 60% of frequent moviegoers are between the ages of 18 and 20.
• 12 - 17 year olds are almost twice as likely to be frequent moviegoers (at least once per month) as are those 18 and older.
Underage Drinking
• Alcohol is the #1 drug of choice for youth. 2
• Beer is the preferred alcoholic beverage among young people. 3
• The average age when youth first try alcohol is 11 years for boys and 13 years for girls. 4
• Alcohol is a leading cause of death among young people. It contributes to adolescent motor vehicle crashes, suicide, date rape, and family and school problems. 5
• Costs associated with underage drinking are estimated at $53 billion per year. 6
Beer Industry
• Coors spends $200 million a year on advertising. 7
• Beer manufacturers spent more than $1 billion on print, broadcast and outdoor advertising in 2001. Spending on other promotions (sponsorship, product placement payment, point-of-sale ads, discounts, and brand-name apparel) is estimated at an additional $2 billion. 8
• Alcohol industry income from underage drinkers is estimated at $22 billion a year, most of it from beer. 9
Notes: 1 Motion Picture Association of America [http://www.mpaa.org]
2National Research Council and Institute of Medicine (2003). Reducing Underage Drinking: A Collective Responsibility. Committee on Developing a Strategy to Reduce and Prevent Underage Drinking, Richard J. Bonnie and Mary Ellen O'Connell, Editors. Board of Children, Youth, and Families, Division of Behavioral and Social Sciences and Education. Washington, DC: The National Academies Press.
3 Eigen, L. D. (1991). Alcohol Practices, Policies, and Potentials of American Colleges and Universities. Office for Substance Abuse Prevention White Paper. Rockville, MD: U.S. Department of Health and Human Services.
4 American Academy of Pediatrics (1998)
5 Public Health Service, Alcohol, Drug Abuse and Mental Health Administration, National Institute on Alcohol Abuse and Alcoholism (1997)
6 NAS report (2003)
7 Competitive Market Research
8 NAS report, page 135
9 NAS report, 2003.
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