Thumbs Up! Thumbs Down!


Thumbs Up! Thumbs Down! (TUTD) is a tobacco research project created to eliminate the influence of tobacco in films. Youth volunteers between the ages of 14 and 22 are trained to analyze tobacco content in the most popular films that make it to the top 10 grossing list. Data is posted and shared weekly to and used by university-level researchers and public health professionals across the globe to study the influence of tobacco imagery in films on smoking initiation among youth.

TUTD Data is regularly published in leading public health and medical journals such as the CDC’s Morbidity and Mortality Weekly Report and the Preventing Chronic Disease Journal.

In 2014, TUTD data was cited in the Surgeon General’s 50th Anniversary of Tobacco & Health Report. See the report on the Surgeon Generals Website.

Why Study Tobacco in Films?

Tobacco use remains the leading cause of preventable lung disease. Scientific studies from UC San Francisco demonstrate that exposure to smoking in movies is a significant risk factor for youth smoking initiation. In fact, 37% of adolescent tobacco initiation can be credited to exposure to smoking in movies. By reducing tobacco use in film, we can reduce the number of people who begin lifelong tobacco habits at an early age. For more information and to search our movie database visit

Student Movie Reviewers

Due to the Covid-19 pandemic and transportation barriers students have faced in the past, Breathe staff have created a virtual platform for student trainings and interactions.  By networking and utilizing online youth volunteer websites to assist in recruitment efforts, Breathe has not only been able to recruit local youth, but youth located both statewide and nationally as well. Being able to provide this virtual platform to youth both near and far has allowed our program to expand in order to engage and educate youth on how and why tobacco is included in movies, and helps inoculate youth against pro-tobacco messages in the movies they watch.

At this time, all youth including those who live in the Sacramento area are continuing to meet virtually. For youth participating in the Sacramento area, we do plan to transfer back to in-person meetings when it is safe to do so, but moving forward, Breathe will continue offering those located outside of city or state limits the opportunity to participate and engage virtually

Our volunteer movie reviewer’s tasks are simple and come with great perks! As a student movie reviewer with Breathe, you will:

  • Review at least one box office hit film per month for free
  • Receive community service hours and incentives
  • Contribute to a valuable public health database

All TUTD trainings are currently being held via Zoom. To schedule a virtual training, please email our Youth Programs Manager at

[email protected]


Who Can Be A Student Movie Reviewer?

TUTD is open to any youth or young adults between the ages of 14 and 22. Those interested in participating in the program should be passionate about tobacco prevention, have strong attention to detail, and enjoy watching movies.

Interested in Joining or Have Questions?

Contact Program Manager at [email protected] or by calling the Breathe office at (916) 444-5900.