Weinstein Co. agrees to place anti-smoking ads on its DVDs

Independent movie mogul Harvey Weinstein, whose cigarette habit was once so extreme he was fined for lighting up in a restroom on a British Airways flight, has become Hollywood’s newest anti-smoking messenger.

On Tuesday, California Atty. Gen. Bill Lockyer announced that Weinstein Co. was the first movie company to agree to insert anti-smoking advertisements in DVDs that depict smoking.

“As a former smoker, I feel like it’s my responsibility to do everything I can to educate young people about the dangers of smoking,” said Weinstein, who kicked the habit last year.

Weinstein runs the independent studio with his brother, Bob. The two formerly headed Walt Disney Co.’s Miramax Films.

Many of the hit movies the two have released over the years, such as “Goodwill Hunting” and “Pulp Fiction,” include smoking. Indeed, the DVD package for “Pulp Fiction” shows actress Uma Thurman dangling a cigarette in her hand.

Weinstein Co.’s decision followed a letter that Lockyer and 40 other attorneys general sent to studio executives on Sept. 5. The letter offered to make anti-smoking public service announcements available to the studios at no cost. Only Weinstein Co. responded, Lockyer said.

“I congratulate the Weinsteins for taking that all-important first step,” he said.

The New York-based company will start by including an anti-smoking message on the DVD of “Clerks II,” to be released in December.

Studies show that 80% of adult smokers start the habit before the age of 18 and that teens are heavily influenced by seeing favorite actors smoke on screen.

The anti-smoking ads were created by the American Legacy Foundation, a Washington-based public health organization.

“Our hope is that the Weinsteins’ bold move sets a trend with other decision makers in Hollywood,” said Cheryl G. Healton, president of the foundation.

richard.verrier@latimes.com