The findings in this report are subject to at least five limitations. First, the sample did not include all movies. However, an analysis of movies accounting for 96% of ticket sales during 2002-2008 suggested that movies that ranked in the top 10 for at least 1 week accounted for more than 95% of theater tobacco use impressions.3 Second, this analysis examined all tobacco use incidents rather than smoking alone. However, the majority of tobacco use incidents depict smoking, and exposure to both smoking and total tobacco use incidents are predictive of youth smoking initiation.1 Third, although theatrical tobacco impressions are down substantially, this measure must be interpreted cautiously because movies, including those containing incidents of tobacco use, can be viewed through many other channels (e.g., recorded media [DVDs], television, and the Internet), which do not factor into the calculation of movie theater impressions. Fourth, detailed audience composition data are not publicly available; therefore, the number of tobacco use impressions delivered by a particular movie to children and adolescents could not be determined. Finally, although this analysis shows the trends in movie tobacco depictions over time, it cannot definitively assess the reasons for those trends.