The Movie Out Here
The Movie Out Here is a Canadian buddy comedy film. Premiering at the 2012 Whistler Film Festival, it began a limited run at theatres in Western Canada on March 1, 2013. The film was produced by Alliance Films and funded by Kokanee, a B.C.based brewery owned by the Labatt Brewing Company. The concept for the film was conceived by the staff of Grip Limited, an advertising agency who had worked on various campaigns for Kokanee in the past, and serves as the first foray into branded content for both Grip and Labatt. Alongside normal product placement, the film itself also features appearances by popular characters from Kokanees past campaigns, and was the cornerstone of a multiplatform marketing campaign that was intended to encourage user engagement and crowdsourcing to help promote the film.
Adam Robin Neilsen, a lawyer from Toronto, returns to his hometown of Fernie, British Columbia and discovers that a ski waxing business run by his friend Theo James Wallis is under threat by a real estate developer, prompting them to hold a party as a fundraiser.The advertising agency Grip has been involved in several major campaigns for Kokanee. In recent years, the agency had put a focus on campaigns incorporating user engagement, regional pride, and social media in its 2008 campaign Live or Die, users voted to have Kokanees popular Ranger mascot killed off in an upcoming advertisement. The campaign was followed up in 2011 by a campaign featuring the Rangers ghost encouraging users to vote via Facebook in an election to determine the new Kokanee Ranger. After Labatt requested a big idea for their next campaign, Grips creative director Randy Stein suggested that they produce a film, taking advantage of the continuing narrative portrayed by Kokanees past advertising campaigns. Stein had expressed curiosity surrounding the concept of branded contenta form of entertainment content produced in collaboration with an advertiser. He believed that the films target audience had become more accepting of branded entertainment, but still did not want to have advertising shoved down their throats. ........
Source: Wikipedia