Gen. Barry McCaffrey, director of the White House Office of National Drug Control Policy, wants to work more closely with major studios, writers and directors to promote films that communicate an anti-drug message, the Times reported.
"As powerful as television is, some experts believe that movies have an even stronger impact on young people," according to McCaffrey's planned statement, a copy of which was obtained by the Times.
The proposal promises to reopen debate about the government's efforts to get its anti-drug message out to young people. The new policy was expected to be unveiled during congressional testimony scheduled Tuesday.
"If this is something that's not positioned as a joint cooperative effort, it will have a hard time getting any traction," said Andy Zahn, an executive with the DreamWorks studio.
In January, McCaffrey came under criticism when it was disclosed that his office had been quietly giving major TV networks millions of dollars worth of financial credits for including anti-drug messages in popular shows such as "E.R.," "Beverly Hills, 90210" and "Cosby."