The history of substance abuse can be traced back to prehistoric ages. Figures suggest that in the contemporary times substance abuse has increased greatly to become a menace to the society. Concurrent with this increase in substance abuse is an increase in its representation in print and visual media. Post independence Hindi cinema has been quite sensitive to substance abuse and its trade. Films showing substance abuse can be classified into two broad categories: those showing drug intake or addiction and those focusing on drug trade. Films show substance abuse in romantic aura also. The portrayal of negative aspects of substance abuse is a more recent trend in post independence Hindi cinema, which is in contrast to the cinema of 50s and 60s. The paper suggests that cinema in the current age of internet can prove a highly effective tool to deal with this menace.