Pubdate: Wed, 12 Jul 2000
Source: New York Times (NY)
Copyright: 2000 The New York Times Company
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Author: Eric Schmitt

HOLLYWOOD IS ASKED TO JOIN A CAMPAIGN AGAINST DRUGS

The Drug Wars Are Gearing Up In Hollywood.

The White House's Office of National Drug Control Policy is increasing its 
campaign to encourage major movie studios, as well as individual directors 
and writers, to promote antidrug messages in films.

"We believe there will be opportunities to leverage popular movies and 
videos that responsibly communicate campaign messages, after they have been 
released," Gen. Barry R. McCaffrey, the office's director, said in 
testimony prepared for a Congressional hearing today. "As powerful as 
television is, some experts believe that movies have an even stronger 
impact on young people."

Under questioning from a panel of the House Government Reform Committee, 
and reporters afterward, General McCaffrey emphasized that the government 
was using only its power of persuasion, not financial incentives, to 
influence cinematic themes. The efforts, which he said could take years to 
yield results, include briefings, workshops and conversations with industry 
leaders.

"There is no money at all, zero, given to any program for including 
antidrug messages," General McCaffrey told reporters. "These decisions are 
made by the creative community on their own."

The general's sensitivity on the subject was acute because similar programs 
the drug office has for the television and magazine industries have drawn 
fire from outside critics as unwarranted government propaganda.

Until late January, drug office officials were allowed to see in advance 
more than 100 episodes on all major television networks.  If the government 
approved a show with an antidrug message, the network received credit that 
reduced the number of costly public service announcements it was required 
by law to broadcast.

In response to criticism, the drug office stopped reviewing scripts and 
watching episodes in advance. Similarly, it said it did not read magazine 
articles before publication in deciding whether to grant financial credit.

Congress authorized General McCaffrey in 1997 to spend up to $1 billion 
over five years in television, print and other advertising against drug 
use. For every advertisement bought, the publication or network would run a 
public service announcement or incorporate an antidrug message into the 
article or program.

There is no such financial incentive in the arrangement with the movie 
industry. The drug office buys antidrug trailer advertisements -- $2.4 
million worth last year -- to be shown in theaters before movies. These 
payments go to the theater owners, not the studios.
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