Draft Speech for Hamish Maxwell, Marketing Meeting, 000624

In this 1983 marketing speech, Philip Morris (PM) President Hamish Maxwell makes very clear that PM has worked, and planned to continue working, to preserve the presence of smoking in the movies as a way to help preserve the social acceptability of tobacco use. Maxwell states: "Recently, anti-smoking groups have also had some early successes at eroding the social acceptability of smoking. Smoking is being positioned as an unfashionable, as well as unhealthy custom. We must use every creative means at our disposal to reverse this destructive trend.  I do feel heartened at the increasing number of occasions when I go to a movie and see a pack of cigarettes in the hands of the leading lady.  This is in sharp contrast to the state of affairs just a few years ago when cigarette rarely showed up on camera.  We must continue to exploit new opportunities to get cigarettes on screen and into the hands of smokers.  The PMI Corporate Affairs Department is helping..."

Later in the document, Maxwell lists "media proprietors" among constituencies the tobacco industry must pursue to help forward its interests.

Title DRAFT SPEECH FOR HAMISH MAXWELL, MARKETING MEETING, 000624 Date 19830624/E Type SPEECH, PRESENTATION Bates 2021285680/5697 Collection Philip Morris Pages 18 URL: http://legacy.library.ucsf.edu/tid/nyz24e00

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