

Policy RegardingTobacco and Alcohol Depictions in Films.
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Mission
In light of the serious health risks associated with smoking, Mediamax Entertainment film company has undertaken efforts to reduce depictions of tobacco smoking and alcohol in Mediamax Entertainment picture that are rated for a youth audience. As a core part of its efforts, Mediamax Entertainment has established a policy and procedures for identifying, evaluating and, where appropriate and feasible, eliminating smoking incidents from its youth-rated films. As used in this policy, the phrase "smoking incidents" refers to both tobacco smoking and alcohol, whether in the foreground or background of a film, and the appearance of any tobacco alcohol-related signage or paraphernalia.
Scope
This policy applies to films produced by Mediamax Entertainment or any wholly-owned Mediamax Entertainment Picture label
Mediamax Entertainment business units are involved in the production or distribution of other films with respect to which they have less or no control over content. These may include films co-produced Mediamax Entertainment and another studio, acquired by Mediamax Entertainment complete or in post-production, or distributed by Mediamax Entertainment on behalf of a third-party producer. Although this policy does not apply to these other films, Mediamax Entertainment Pictures discourages depictions of tobacco smoking and alcohol in all youth-rated films and will exert its influence, where possible, to minimize the occurrence of smoking incidents in them.
Policy
As a baseline, Mediamax Entertainment Pictures presumes that no smoking and alcohol incidents should appear in any youth-rated film produced by Mediamax Entertainment Pictures or any wholly-owned Mediamax Entertainment Studios film label and released in India. This presumption can be rebutted with respect to a given smoking incident based on the importance of the incident to the film, from a factual or creative standpoint, and/or the difficulty in removing it from the film. Whether or not the film will be marketed to adolescents, either primarily or as part of a mixed audience, will also be taken into account. This presumption against smoking incidents in youth-rated films means that, as a default, smoking and alcohol incidents should be avoided. Smoking incidents may be permitted in a youth-rated film only when there is a substantial reason for doing so. When the story is based on real life incidents for education purpose.
In the event that a smoking incident is permitted in a youth-rated film that is subject to this policy, Mediamax Entertainment will release the film with a health warning in certain distribution channels. This warning may appear in or on materials or elements such as end credits, DVD content and packaging, and marketing materials. In addition, Mediamax Entertainment makes no product placement, tie-in or other promotional arrangements with tobacco and alcohol companies for any of its films, regardless of rating. No Mediamax Entertainment production may receive consideration of any kind in exchange for depicting alcohol tobacco-related signage or paraphernalia in a Mediamax Entertainment film.
Procedures
Mediamax Entertainment Pictures has established internal procedures to identify smoking incidents at each stage of the development and production processes, both in films subject to this policy and in all other Mediamax Entertainment(regardless of anticipated rating), to promote dialogue with filmmakers regarding depictions of tobacco smoking and alcohol, and to govern evaluation of smoking and alcohol incidents under this policy. In addition, Mediamax Entertainment Pictures has formed a "Tobacco and alcohol Depictions Committee," comprised of executives with responsibilities across a variety of disciplines. The Tobacco and alcohol Depictions Committee will meet regularly to ensure compliance with these procedures, assess their efficacy and address any issues that may arise under this policy. From time to time, the Tobacco and alcohol Depictions Committee may recommend revisions to this policy or to Mediamax Entertainment internal procedures, based on its experience and developments industry-wide.
Our team consists of professionals from a wide variety of backgrounds, each of whom contributes unique professional expertise, personal qualifications and experience. Interdisciplinary is central to our approach, and working across professions and competences both internally and externally is a high priority
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Policy RegardingTobacco and Alcohol Depictions in Films.