Tobacco companies paid the Hollywood A-listers of the 1930s and 1940s millions of dollars in today's money to endorse particular brands of cigarette, under contract, reveals research in Tobacco Control.
The continued presence of on-screen smoking in today's mainstream films is rooted in these "studio era" deals, claim the authors.
The research team accessed cigarette endorsement contracts between tobacco companies and studio-controlled movie stars, as well as adverts of the period, from university and major US newspaper archives.