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Scary Beer Ads Campaign
Statement of Support
The scariest thing about Scary Movie 3 is that Coors Brewing is using this PG-13 film to promote beer. This form of co-promotion with a youth-oriented feature film is an example of predatory alcohol marketing that targets underage consumers. According to the National Academy of Sciences (NAS), underage drinking is an enormous health and safety problem. Many of the harmful consequences are immediate and all too evident--injuries due to impaired driving or violence, sexual assault and unwanted pregnancies, and educational failure. The NAS estimates the annual social cost of underage drinking at $53 billion.
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Watch the Coors/Scary Movie 3 TV ad that has run on ABC's Monday Night Football (owned by Disney)
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Coors’ Scary Movie 3 ads include national TV (including Monday Night Football) and radio spots, as well as elaborate point-of-sale materials. These placements guarantee heavy exposure of underage youth. We join the National Academy of Sciences (.pdf) in calling on alcohol producers, including Coors, to “refrain from marketing practices that have substantial underage appeal” and call on the brewer to stop using feature films to target underage youth.
The NAS has also called on the entertainment industry to become part of the solution to underage drinking. Therefore, we ask Disney (which owns the film’s production company, MiraMax/Dimension Films and its distributor, Buena Vista International) not to enter into future co-promotion deals for youth-oriented films with producers of beer or other alcoholic beverages. Establishing such a policy would prevent Coors from using future Disney films to do its dirty work of promoting alcohol to underage youth.
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