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Blood Diamond Film Has Little Impact, Says Study.

National Jeweler reports today that of those consumers who saw Blood Diamond, starring Leonardo DiCaprio, nearly 60 percent say the movie did not affect their opinion of the diamond industry.


The study, conducted by the Jewelry Consumer Opinion Council (JCOC) following opening weekend of the film, finds that 64 percent of those who saw the movie understand that the diamond industry has safeguards in place to prevent the sale of conflict diamonds.


Two-thirds of those who saw the movie believe it will not impact their willingness to purchase diamond jewelry, and three-quarters of those who saw the film say it will not affect their holiday diamond-jewelry purchasing plans.


Of the 2,900 JCOC members surveyed, 11 percent saw the film in its opening weekend. Of those, 50 percent considered it very good and 31 percent believe that it could win an Academy Award.


More than two-thirds of those who watched were impressed with Leonardo DiCaprio's performance.


Posted by Barry Gutwein on December 12, 2006 10:34 PM in Diamond News | Comments (17)

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