Trends in tobacco, alcohol and branded fast-food imagery in Bollywood films, 1994-2013
The best (and worst) Bollywood films of
Exposure to tobacco, alcohol and fast-food use in films is associated with initiation of these behaviours. We therefore aimed to describe the extent of and trends in tobacco, alcohol and fast-food imagery in Bollywood films, between — For the 15 top-grossing films each year between —, the number of five-minute intervals containing product images were determined separately for tobacco, alcohol and fast-food. Both the proportion of films containing at least one image occurrence, and occurrences per film, were described overall and by year. Alcohol occurrences were also more common in A-rated films than U-rated films 1. Although the extent of tobacco imagery in Bollywood films fell over —, it is still frequently observed.
This was the year of the mega blockbuster in Bollywood. Box-office records were broken in as more and more audiences thronged into cinemas. As for content, it was a mixed year, with an overriding focus on catering to the lowest common denominator to bring in the money. The one thing no one, including the studio producing it, noticed, seemed to be that little thing called the script. The film was riddled with the lowest grade of toilet humour, inane dialogue, and a plot so thin that no one could muster up the enthusiasm to act it out.