Bud Light to debut film on International Women's Day
A Canadian documentary film called Underplayed will become available on streaming video service Crave on March 8 to coincide with International Women's Day. The film, which examines issues of gender and ethnicity in the music industry, was executive produced by beer brand Bud Light. On March 8, Bud Light Canada will donate one dollar to Women in Music Canada each time a viewer shares the movie’s trailer on social media. According to the company, this will be the first time the film will be available to Canadian viewers since its premiere at the Toronto International Film Festival last year. In Canada, Bud Light is produced by Labatt Breweries.
“When we set out to create a documentary that would drive awareness for the inequities prevalent in the industry, we knew that, as a brand, we would need to take a back seat in order for the stories and narratives explored to be authentic and impactful for audiences,” said Natalie Lucas, director of marketing at Bud Light Canada, “We're thrilled to have secured distribution that will enable people across the world to watch this film, and we hope that it will inspire music lovers and other brands to take notice.”