In September, the Attorneys General of 41 states sent a letter to Hollywood’s 13 major movie studios asking them to include anti-smoking public service announcements (PSA’s) before any movie containing smoking.  The Weinstein Company is the first to take action on this letter, agreeing to insert a truth campaign PSA into its upcoming DVD release of Clerks 2

The letter to Hollywood made reference to research by Cornelia Pechmann who found that watching an anti-smoking ad before movies with smoking seemed to "inoculate" viewers and make them less attracted to smoking behavior. 

Studies on the truth campaign have found that the ads are effective in encouraging non-smoking among youth.

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