@Lionnir,
I somewhat agree, in that I was raised in the time of movies showing just about everyone but pet dogs smoking, and also at the time of some large billboard ads showing 'cool' people, including women, enjoying life while smoking. I do think it made a difference for me, that even while my parents didn't smoke (ok, my father a pipe occasionally and once in a blue moon a cigar), I tried the first cigarette offered me, and liked it enough to have more of them.
The difference between then and now, nearly fifty years, is that now more and more people are smart about the troubles that smoking means to your health, and that huge numbers of people don't like to be around smokers and their smell.
Very different socialization - so I can see that one brought up now might very well not be the least bit affected by movies. I guess I can believe the 10% and might have estimated it at a higher percentage.
I'll add that I doubt it would be just one movie or one billboard - more a culture of acceptance of smoking as a cool thing, the movie and ad being feature of that, but only one feature.
It also depends on where you are in the world or even area of a city - in that the local culture may be more pro smoking than some other places, which might affect local young people more than where smoking is considered dumb.