Cholesterol lowering drugs are a ten billion dollar per year market and Bristol-Myers wants a boost to gain market share for its drug Pravachol. To do so it has partnered with Hollywood, dumping a large contribution into the non-profit Entertainment Industry Foundation (EIF) to enlist celebrities in advertisements subtly pushing Pravachol. The EIF tells the New York Times that the ads are not really ads at all, but a public service. The campaign will include celebrity interviews on talk shows and brochures in doctor's offices and pharmacies.