This US study assessed whether exposure to on-screen smoking in movies is associated with young adult smoking behaviour. A sample of 1,528 young adults aged 18–25 years took part through a national web-based cross-sectional survey in 2005. Findings revealed a direct effect between exposure and current smoking. Compared with young adults who saw little smoking in movies, young adults who saw the most smoking on screen were 77% more likely to have smoked at least once in the past 30 days (a measure of smoking initiation) and were 86% more likely to be regular established smokers (defined as having smoked ≥100 cigarettes and currently smoking). Two factors mediated the association between exposure to film smoking and established smoking: positive expectations about smoking and exposure to friends and relatives who smoke.
