Since Mayor Michael R. Bloomberg announced his ban against the sales of large sodas over 16 ounces, the American soft-drink industry have banded together to contest his campaign.

The American soft-drink industry established the group, New Yorkers for Beverage Choices, who decided to wage their battle on Independence Day. As millions enjoyed the summer weather at beaches, whether it was Coney Island or the Rockaways, many may have seen the airborne banner that flew above beach goers with the message “NO DRINK 4 U.”

For those who decided to stay cool at the movie theatres, they may have come across the same message. At a movie theater in Battery Park City, ushers, ticket-takers and concession workers wore t-shirts stating, “I picked out my beverage all by myself.” During previews advertisements conveyed the message that a ban would infringe on the constituents "freedom of choice."

In Brooklyn Heights, the Court Street United Artist theater's marquee message was to "Say No to the N.Y.C Ban."

This is only the beginning of the efforts against Mayor Bloomberg’s campaign. Lobbyists representing soda companies and the movie theater industry are expected to launch a major public relations campaign against the ban.

Robert Sunshine, a lobbyist for the movie theatre industry in New York State understands that obesity is a severe epidemic that should be handled through educating consumers. "No one should be told what they can do and what they can’t do," he said to the New York Times.

While consumption of such sugary beverages may not be helping the obesity epidemic, sales of sodas rakes in a big percentage of profits from movie theatres and its concession stands.

Eliot Hoff, a representative for New York for Beverage Choices state beachgoers should expect to see more messages this weekend and throughout their campaign. They have also release a video as a part of their multimedia weapons, titled “Where Will It End.”

The Board of Health is expected to come to a decision after a public hearing on July 24.

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