The Movie Out Here(Movie, 2012)

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 British Columbia-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 served as the first foray into branded content for both Grip and Labatt. Alongside traditional product placement, the film features appearances by popular characters from Kokanee's past advertising campaigns, and was the culmination of a multi-platform marketing campaign that was intended to encourage user engagement and crowdsourcing to help promote the film. Reception to The Movie Out Here was largely negative, with critics panning its over-reliance on product placement, lewd content, and gross-out humour. Kokanee considered the film and campaign to be successful, having increased its market share by 6%, ()