The content of the past decade's (1977–1988) most popular films is analyzed for trends in portrayals of multiple health practices (cigarette smoking, over-the-counter or prescription drug use, illegal drug use. alcohol consumption, leisure-time physical activity, and poor eating habits) as well as model characteristics and consequences associated with health-related lifestyle. The results reveal a recent upsurge in depictions of several risky habits, yet few portrayals of direct adverse consequences. There was a particular tendency for males and minorities to be shown engaged in behaviors detrimental to their health. The social learning, public health, and social policy implications of these findings are discussed.