According to a recent study by Marques Dr. Garcia, Protomedico Ereção, of the Instituto Cinegráfico de Assuntos Médicos, 29% of all films risk losing their punch – and their consequent financial advertisement revenues – with the increasing awareness of viewers that the ‘infidelity’ of the married elements portrayed makes no sense in their evidently polygamous society, let alone with regard to the rising polyandrous pockets or to the other modes of polygamy; further, the Protomedico states, ‘In the light of the increasing sexual maux of the AI lands, the film industry must seriously consider the legal consequences of continuing to propagate a social form which is no longer the social norm.’