Abstract

Introduction: Imagery in movies gives impression of health-related behaviors, especially tobacco use. The aim of our study was to assess health-related behaviors promoted in top-grossing Iranian movies. Methods: The top 30 films ranked by box office gross in Iran (except one of them) and released within a Persian year (March 20th 2015 through March 20th 2016) were assessed from the aspect of displaying behaviors related to diseases and injuries. Results: 72 % of assessed films displayed at least one portrayal of cigarette handling or using by an actor/actress. The mean (SD) number of actor/actress with handling or using tobacco was 2.4 (1.6), among them 82% were male and 18% were female. Other risky health behaviors such as Shisha consumption, using carbonated non-alcoholic beverages, mobile phone use while driving, motor cycling without helmet, were displayed in 24%, 38%, 24%, and 28% of films, respectively. None of them promoted disease screening and breast feeding of neonates. Discussion: Our study demonstrates the high rate of displaying health risky behaviors such as tobacco use and lack of promoting healthy behaviors such as being physically active, and having an appropriate diet in Persian movies. High rate of promoting smoking behavior and verbal assault was surprising. The current situation is not satisfactory; therefore, a collaborative attempt should be made by different key stakeholders to change the conditions.