New trend report: alcohol portrayal in popular movies by EUCAM

The report describes the volume of alcohol portrayal in the most popular movies in 27 European countries in 2009.

Most of these movies are seen by numerous European adults as well as minors after release in Europe. The volume and content of alcohol portrayal in these movies give a first indication of the importance of alcohol portrayal in movies as a marketing tool by the alcohol industry in Europe.

For this research, the five most popular movies seen in theaters of each participating country in 2009 were analyzed. EUCAM partners from all around Europe filled in forms while watching the movies. The films where scored on the total amount of alcohol portrayal, the circumstances for drinking, brand visibility, binge drinking, drunkenness, and the age of the drinkers among other things. The analysis shows that the portrayal of alcohol is much more prevalent in European movies then it is in Hollywood movies. While the way that alcohol is portrayed (negatively, positively or neutrally)is similar in Hollywood and European productions, the portrayal of the use of alcohol differs greatly. Both binge drinking and drunkenness appear more frequent in European movies.

Click here to download the report