Landmark is the nation's largest theatre chain dedicated to exhibiting independent film. That's why parents and prevention experts have been disappointed to see the company resort to marketing alcohol.

If you've been to a Landmark theatre lately, you've seen the arty ads for Stella Artois beer and Patron tequila that play before the films begin. So have tens of thousands of teens and young adults in the audiences of PG-13 movies such as Juno and Persepolis.

Numerous studies show the connection. The more alcohol ads youth see, the more likely they are to drink. And as theater chains like Landmark strive to maintain viable business models in the shifting world of digital entertainment, on-screen advertising has become an important revenue generator. But this change doesn’t have to come at the expense of young people being exploited by the alcohol industry's thirst for new customers. 

Urge Todd Wagner, co-owner of Landmark Theaters and the head of a foundation dedicated to improving the lives of inner-city children, to think independently and reject alcohol ads.

Take action now