Merced Sun-Star.com

Parents warned about messages in 'Scary Movie 3'
By Alexandria Rocha

Tuesday, November 04, 2003

Some Merced County officials are rating a new movie with a thumbs down.

Staff with the Merced County Department of Mental Health are encouraging parents to talk to their teens and 'tweens about alcohol abuse before they see "Scary Movie 3."

The movie - the first in a series of three to be rated PG-13 instead of R - features a scene with the Coors Twins, scantily-clad spokesmodels for Coors beer.

The county department's Alcohol and Drug Services Division has released an advisory stating "'Scary Movie 3' is a Disney-produced film rated PG-13 and contains footage marketing Coors beer.

"These actions appear to be in defiance of the National Academy of Sciences' recent call for the alcohol industry to 'refrain from marketing practices that have substantial underage appeal,'" the statement said.

As part of a network of drug and alcohol prevention programs, the department's Alcohol and Drug Services Division was alerted to the scene featuring the beer spokesmodels.

"Coors agreed not to target youth in a prior agreement. We object to brands targeting youth," said Rob Jarvis, a prevention specialist with the division. "Why a PG-13 movie? Why would Coors want to do this? As a parent, I would be concerned about my child seeing this movie."

A Coors representative could not be reached for comment Monday. However, the company's Web site emphasizes a commitment to safe, legal alcohol consumption, as well as marketing strategies.

"Coors does not want the business of America's youth. We have a vested interest in preventing the misuse of our products, including underage drinking," the Web site says.

Jarvis said he hopes parents of children going to see "Scary Movie 3" talk to their young moviegoers about safe and smart alcohol consumption.

"Parents who talk to their kids about alcohol and drugs at home have kids who are less likely to use alcohol and drugs," Jarvis said.

Leon Cope, principal of Tenaya Middle School, said his staff and faculty are in full agreement with the department's advisory.

"The advisory is absolutely appropriate in this setting," he said.