Lost the Plot - Smokers Abandon Films to Light up

Lost the Plot - Smokers Abandon Films to Light up

BRENTFORD, England, November 12/PRNewswire/ --

- Information for Consumer Media Only

Modern epics and classic films packed full of smoking references are making the cinema going experience tough for smokers looking to quit, according to new research by NiQuitin Minis. Almost half of those surveyed agreed that films containing scenes of smoking can leave them craving a cigarette.

In addition, nearly a quarter (22%) of smokers, have actually left the cinema for a quick cigarette during contemporary films - often missing a key twist in the plot for a nicotine fix! Nearly a quarter of smokers also admitted that they have avoided the cinema altogether and waited for a film to come out on DVD so they could stop for a cigarette more easily.

The research showed that Audrey Hepburn and her cigarette holder in Breakfast at Tiffany's (39%) and Bridget Jones chain-smoking with friends (22%) were considered the most iconic depiction of smoking in a film. The NiQuitin Minis poll also revealed Britain's opinion on how smoking is portrayed in modern-day cinema, with 30% believing that the film industry still glamorises the habit.

Indeed several health groups, including the British Medical Association, have raised concerns about smoking in films. Recently, Liverpool Primary Care Trust put a proposal to local residents about placing an 18 certificate on films that contain images of people smoking, to protect children from picking up the habit.

Interestingly, whilst for many of us a modern psychological thriller will have us on the edge of our seat, smokers quite literally are, as fear really brings on the cravings according to 20% of smokers surveyed.

It is clear that the cinema can be an obstacle for people trying to quit smoking, so to draw attention to the problem and provide an environment for smokers to consider a life smoke-free, NiQuitin Minis is hosting the first, free Minis Movie Nights in London and Manchester. Drawn from the research, the festival will be packed with smokers' favourite films including The Bourne Ultimatum and Pirates of the Caribbean (Dead Man's Chest). After stocking up on popcorn, smokers will be offered help and advice on quitting smoking and will also be able to sample the mint taste and discreet size of new NiQuitin Minis Mint Lozenges.

Of the 10 million smokers in the UK, approximately 70% say they would like to quit one day* but the majority find it difficult to overcome the enjoyment they get from smoking. In another survey by NiQuitin** almost two thirds (61%) of British smokers were afraid of giving up all of their cigarettes at once, revealing a desire for smokers to focus on quitting one cigarette at a time.

NiQuitin Minis are tiny mint-flavoured nicotine lozenges that dissolve in the mouth releasing their full dose three times faster than gum. They are packaged in a handy flip top container making them easy to use on the go. So for smokers who would prefer to quit at their own pace and are fed up with cigarettes interrupting their film, new NiQuitin Minis are a great way to start on their quitting journey.

"For some smokers focusing on quitting one cigarette at a time is a less daunting approach than giving up all their cigarettes at once. Smokers should consider using therapeutic nicotine when trying to quit because it can double their chances of success compared to willpower alone. There are now many different formats available to suit every individual's needs so it is important that smokers trying to quit with therapeutic nicotine familiarise themselves with all the options available." Darush Attar-Zadeh, Hounslow Stop Smoking Service.

Further information on NiQuitin Minis Lozenges is available from http://www.MiniQuit.co.uk

Notes to Editors:

All figures (unless otherwise stated - see below) are from a survey undertaken with OnePoll between the 18-22nd Sept 09.

*Information from NHS http://www.nhs.uk/conditions/Smoking-(quitting)/Pages/introduction.aspx

**YouGov Plc. Total sample size was 1214 adults. Fieldwork was undertaken between 23rd - 27th February 2009. The survey was carried out online. The figures have been weighted and are representative of all GB adults (aged 18+).

If you smoke, receptors in your brain can become dependent on nicotine, and it is these 'nicotine-hungry' receptors that can cause you to crave cigarettes when you try to quit. NiQuitin replaces the nicotine from cigarettes with therapeutic nicotine to help you deal with the cravings.

NiQuitin Minis Mint Lozenges are a stop-smoking aid containing nicotine. Requires willpower. Always read the label.

For more information about NiQuitin, please visit http://www.niquitin.co.uk/

NiQuitin Minis Movie Nights (Over 18's only on a first come first served basis)

London, Prince Charles Cinema 19th November from 6pm http://www.princecharlescinema.com/

Manchester, AMC Great Northern 26th November from 6pm

Source: GlaxoSmithKline

For further information please contact: Dimple Natali, Cohn & Wolfe, Tel: +44(0)20-7331-5381, dimple.natali@cohnwolfe.com . Marie-Clare McAleese, Cohn & Wolfe, Tel: +44(0)20-7331-5460, marie-clare.mcaleese@cohnwolfe.com .

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Profile: International Entertainment