A meta-study [3] published in the journal of the American Academy of Pediatrics [4] concludes that viewing movie smoking scenes [5] is a significant factor in smoking among older teens and young adults. In 1999, researchers interviewed thousands of 10- to 14-year-olds, assessing their smoking status and exposure to images of smoking, via movies. Follow-up interviews in 2006 and 2007 determined whether the former non-smokers had taken up the habit and compared their smoking status to their earlier exposure to movie smoking scenes. Those with the highest level of movie smoking exposure were twice as likely to have become established smokers as those with the least amount of exposure, even after controlling for a wide range of other factors. Researchers defined "established smoking" as having smoked more than 100 cigarettes in one's lifetime. They estimated that 34.9% of the youths' established smoking could be attributed to movie exposure. Smoking in the movies has come under renewed scrutiny. A 2005 study [6] found that the amount of smoking depicted in movies diminished steadily from 1950 to 1990, but then increased so rapidly [7] that by 2002, smoking in the movies was just as common as it was back in 1950. A 2006 study [8] found that in recent years, depictions of smoking have shifted from R-rated to PG-13-rated films, and that major studio pictures account for 90% of movie smoking scenes. The 2006 study authors concluded that major film studios are "delivering the most new adolescent smokers to the tobacco industry."