Marin Institute Demands Landmark Theatres End Its Alcohol Dependency

Marin Institute Demands Landmark Theatres End Its Alcohol Dependency

L.A. Based Independent Film Theater Chain Exhibits Alcohol Ads to Underage Audiences

SAN RAFAEL, Calif., Feb. 26 /PRNewswire/ -- Marin Institute, the California-based alcohol industry watchdog, initiated a nationwide Action Alert today aimed at convincing Todd Wagner, co-owner with Mark Cuban, of Landmark Theatres, to end the national theater chain's policy of running alcohol ads before feature films.

"Just like ads for smoking, slick alcohol ads are unwelcome at Landmark's movie theaters where kids are often present," stated Bruce Livingston, MPP, executive director of Marin Institute.

Earlier this year Marin Institute began hearing from Landmark Theatre patrons outraged by inappropriate alcohol advertising at popular PG-13 rated films like Juno and Persepolis. "We attempted to have a dialogue with Landmark executive management about the issue," said Michael Scippa, advocacy director at Marin Institute. "We felt it represented an excellent opportunity for Landmark to be a real leader in the fight against underage drinking. They ignored us. Apparently their dependency on alcohol related revenue is more important than the health and safety of young people."

Numerous studies have tied alcohol ads to youth drinking. The more ads kids see, the more likely they are to drink, and to drink to excess. Consumption is occurring earlier and earlier with devastating consequences like traffic accidents, violent crime, and high-risk sex. Annual societal costs for the nation's underage drinking problems are estimated at $60 billion dollars.

A Cambridge, MA Landmark Theater patron wrote: "As a parent of a thirteen year old movie-goer, I am appalled that your theatres are showing alcohol ads to movies rated PG-13 ... I'm sure you can find a way to make money from another advertiser that is more suitable to a teen audience." And this San Diego Landmark Theater patron wrote: "I am about to start a boycott of your theaters in my community. You are really pushing the limit. What's next cigarettes and sex?"

"We are hopeful that Mr. Wagner, who started a foundation that funds inner-city after-school youth programs in L.A., will see the value in ending his theater chain's alcohol advertising dependency," said Livingston. "If Landmark wants to be the leader in showing independent films, it should start by being independent from the alcohol industry."

      For more information please visit http://www.marininstitute.org/     CONTACT:  Michael Scippa 415/257-2490              Jorge Castillo 415/257-2488  

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Source: Marin Institute

CONTACT: Michael Scippa, +1-415-257-2490, or Jorge Castillo
+1-415-257-2488, both of Marin Institute

Web site: http://marininstitute.org/

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Profile: International Entertainment