GlaxoSmithKline is financing a documentary about over-eating, in the hopes that it will boost sales of Alli—their over-the-counter drug that blocks your body from absorbing some of the fat you eat. (Fun game: Read the recent Science Question from a Toddler on poop and see if you can guess what the common side-effects are.)
Glaxo says they won’t have control over the content of the film and won’t even be pushing to make sure Alli gets mentioned. They simply want to educate Americans about the fact that they eat too much.
The partners say they hope to emulate “An Inconvenient Truth,” Al Gore’s celebrated 2006 documentary on climate change. It cost an estimated $1.5 million to produce and sold $50 million in tickets worldwide. Ms. Ferdinando summarized the film as “the ‘Inconvenient Truth’ of mindless eating,” with the story taking a “behind-closed-doors, fly-on-the-wall” approach that highlights unhealthy relationships people have with food.
Artistically, the problem I see here is that successful documentaries—and really documentaries in general—are usually about challenging popular perception and either making a case for a viewpoint that’s counter to “common-sense” or informing people about a situation that’s mostly being ignored. The thesis “Fat People Eat Too Much” does not exactly fit into that mold.
New York Times: Glaxo, diet drug maker, to pay for film on eating
Image courtesy Flickr user yukariryu, via CC