It was a magical experience that we will never forget. It was a full-scale theatrical production (on the same stage as Yo-Yo Ma, Los Lobos an Arlo Guthrie perform) with tons of high tech electronics including 5 HD cameras and satellite trucks. For me, it was the culmination of a 3-year journey to make a feature film depicting not only the U.S. beer industry but also the American entrepreneurial spirit.

The journey to get the film seen has been fraught with challenges. They say that “it’s all in the timing” and for independent films, these are the worst of times. Not only is there a glut of finished films (including some with big name stars) sitting on the shelf but also the traditional distribution model has all but disappeared. And the media world has been transformed due to the influence of bloggers and social media. What this means is that the fight to get noticed for an indie film goes beyond distribution (and Beer Wars is a success story in that realm) to finding new ways to reach an audience. Fewer film critics, fewer newspapers and magazines mean less opportunity for mainstream reviews. Shrinking ad sales mean there’s no chance that a network would risk offending a major advertiser. You get the point.

So yes, it’s been a rough ride. But for all the downs, there have been many ups. I’ve met some amazing people on this roller coaster ride. And I’m grateful for the kindness of complete strangers I’ve met at screenings, bars, and festivals and through Twitter and Facebook. I wanted to start a conversation. I wanted to get people to think about the choices they make. And I love hearing that indeed the film appears to have made a difference. Small perhaps (because most Americans have no awareness of the film) but it’s a start.

I’m hoping that the conversation will continue and that it will involve brewers, distributors, retailers and regulators who will strive to create a more level playing field for beer consumers.

So I raise a (virtual) beer to everyone who has joined me on this amazing journey.

Thank you!

Let me start by admitting that the film is not perfect. Most documentaries are flawed. When you start out without a script and are creating a narrative structure, things aren’t as seamless as in a film that has an inherent beginning, middle and end. I chose to make a mainstream film about a topic I’m passionate about. And like the independent brewers in the film, I’m an entrepreneur. The challenge of making a feature film that’s both entertaining and enlightening while providing an emotional connection for the audience is no easy task. I can’t apologize if the film wasn’t what you were expecting. Like a brewer, I realized my vision with the ingredients I had at hand. And it didn’t help that it was nearly impossible to get the brewers to speak honestly about the obstacles they face with the camera rolling. I understand why but it made my job as the director much tougher.

Let’s get to it. The top 5 recurring issues brought up by bloggers’ critiques of the film (some made by people who have not even seen it) are:

1. The filmmaker doesn’t drink craft beer (or beer at all) and doesn’t know anything because mike’s hard lemonade is not a beer. The filmmaker’s presence irritated me.
2. Rhonda (or the Moonshot lady) should have been cut out of the film. She is not a craft brewer and her beer is shit.
3. There should have been more breweries represented from [insert region here].
4. The film is dated. Everything is good now. Craft beer is growing so the distribution issues are moot.
5. It is preaching to the choir.

Let’s address these from my perspective.

1. I never hid the fact that I’m allergic to alcohol nor my background. So yes, I can’t drink and I’m not a member of the craft beer club (maybe that’s a positive since I’m objective about the beers themselves). And let’s not debate mike’s any longer. It is sold in the beer cooler and distributed by beer wholesalers. So I may not be an expert on how beer tastes but I do have the experience of running an entrepreneurial company in the beer industry. You may not like mike’s or what it stands for but that doesn’t diminish my understanding of the way the industry operates.

   I’m not sure how to address what some have portrayed as my “irritating presence.” I made a choice to tell the story from my point of view. The feedback from screenings was always that the film needed a narrator to tie it together and that my character worked fine.

2. On to Rhonda. I didn’t pick her because she’s a woman. Or because Moonshot is a “marketing gimmick” like mike’s. Or because she’s a craft brewer. Because she clearly is not. I chose Rhonda because she had a compelling story that was different than Sam’s. Following 2 craft brewers while interesting to the beer geeks would have made for 2 parallel stories at a time when craft beer’s trajectory is rising. Frankly — not that interesting. Especially in a feature film. Hopefully one of the myriad of TV series pilots about craft beer will make it to the airwaves and that’s where you’ll satiate that appetite.And I always knew that I’d get this reaction from the beer community. But in test screenings with umpteen mainstream audiences, her story is the one that got them feeling something. Some loved Rhonda and some hated her. But that is the test of a great character in a film – the ability to evoke emotion from an audience. And yes, I tried taking her out but without her, there was no movie. If Sam is the soul of Beer Wars, Rhonda is its heart. And if you pull yourself out of what you know and look at her as a character in a movie, I think you’ll agree that her story is powerful. She had it all. The Queen of beer. Chose to start over again. On her own this time. And despite the obstacles, she kept on going. You have to wonder why she chose to compete with mainstream beers when she could have jumped on the craft bandwagon. What drives this woman? Will she make it? Try to look at her story objectively (like others have) and maybe you’ll see that she has just as much in common with other independent brewers trying to realize their dreams. Maybe the reason that Moonshot doesn’t succeed is that it’s running counter to what consumers want. As to taste, I can’t comment but I never saw anyone spit it out. It may not be for you, but does that mean that anyone who doesn’t make a craft beer should fail? Isn’t the point that we should let consumers decide? And to do so, give them the choice?
3. I had 90 minutes to tell a story. There is no way to show even a fraction of all the amazing breweries in America. I had to make choices early on. I selected some of the better known breweries to highlight (Yuengling, Boston Beer, New Belgium and Stone) and Dogfish Head which in 2005 was still tiny and was just starting to get some heat. Sure, there are many others. I even filmed at breweries like Schlafly in St. Louis but ultimately everything had to fit into the bigger story. And so, yes, I made creative choices and I stand by them. The breweries I excluded (over 1400) were absent from the film because their story was either similar to others already represented or because they simply did not fit into the narrative structure. Again, hopefully a cable network will buy a TV show that showcases all these fabulous breweries. It was just impossible to introduce any more complexity into the structure of this film.
4. I’m really not sure how to address this. Ironically, this comment was out there before the film was even screened. Rather than repeating myself, I’d like to direct you to a comment Greg Koch made in response to a blog post about this very issue .And speaking of Greg, I must say something here about his integrity. Here’s a guy who knew that the film wasn’t specifically about him and yet he not only agreed to sit on the panel (even though he wasn’t the “Star”) but he graciously supported the film by encouraging people to see it. And all this before he ever saw one single frame. If I make a sequel, I’m making it about Greg.
5. I made the film to appeal to the widest possible audience. That’s why I chose to create (and pay for) a one night event to be simulcast to 440 theaters. I thought that being in mainstream theaters would bring out a wider audience. It’s why I got into business with Fathom Events and not independent art house theaters. I still don’t know how many people actually attended the event so let’s hold off on this discussion until I have all the facts. Suffice to say that I am sorry that many of you never got to see the film and/or panel because of technical issues at your theater. I’m trying to do my bit by giving you first dibs on the DVD at a reduced price.

Todd Alstrom was right when he said that the Internet makes everyone a critic. And while I welcome the strong opinions on the film, I really hope we can move on to discussing what really matters. As to film reviews, they were provided by the Los Angeles Times and CNN, with more to follow. And these mainstream media players seemed to get the film and the message.

So please, let’s continue the discussion but make it about consumer choice. The question before us is, do we accept the status quo of being at 5% or is there room to grow from there and reach more beer drinkers? I encourage you to think about Greg’s words as they echo the reason why I made this film in the first place.

And hopefully we can spread the conversation to a wider audience once I announce additional screenings and DVDs. Isn’t that the whole idea? To bring the issues out to a mainstream audience and get them to care about their beer choice and having access to it?

So let’s talk. Openly and honestly about the future and what it can be.

The DVD, which we are currently rushing into production, will include the film, the panel discussion and the extras shown that evening. I hope that this makes up for any inconvenience you encountered.

PS I’ve been sitting back until after the “reviews” are in before I respond with my thoughts and perspective on the event, the feedback and the future.

And for those who doubt the mainstream interest in this topic, this ran yesterday on CNN… one day late I know but it did run.

Let’s start with the 2 you won’t see. I wanted the new heads of MillerCoors and Anheuser-Busch Inbev to provide their perspective. Tom Long from Miller Coors passed because he had a “conflict” while Dave’s Peacock’s “handlers” told me they’d get back to me. Tick tock.

Here’s what to expect from the panel. Sam Calagione and Rhonda Kallman will bring you up to date on their stories. And after watching the film, you’ll be glad they’re there to fill you in.

Greg Koch, Charlie Papazian, Maureen Ogle and Todd Alstrom will provide their unique perspectives on where we’ve been and where we’re going. Having spent time with all of them while making the film, I don’t think there’s a shrinking violet in the bunch. I have a feeling that 30 minutes may not be enough to contain these personalities.

Also remember that none of them have seen the film so their reactions will be raw. And since I’ll be on the panel with them, let’s hope no shoes are hurled at me or at each other. That’s the cool thing about a LIVE show. Anything can happen.

This adventure began in September 2005 and will culminate on April 16th, 2009. It’s been a long journey on so many levels. Personally, I’m celebrating completing and releasing a feature length independent film. Not a small feat in today’s crowded market. Professionally, I’m hoping that audiences show up to see it. As a filmmaker, that’s the holy grail. We make films because we have something to say, a story that must be told. And after the filming and editing and endless rough cut screenings, we want to share it with the world.

I know, be careful what you wish for. In our 2.0 world, everyone’s a critic. The naysayers are already out in full force. And they haven’t even seen the film!

So what are they taking issue with? Here’s a sampling:

• How come the film doesn’t cover my local/favorite brewery?
• Why should we care since the David and Goliath angle is dated?
• Why is it only one night?
• Why isn’t it playing at my local art house theater? Why can’t I drink beer and watch?
• Why is it $15?
• Why Ben Stein?

The only way I know to address criticism is head on. I have nothing to hide so here goes:

• The film is less than 90 minutes long so there’s no way to show all 1400+ breweries or even the top 25. That’s not a feature film but a TV miniseries. Feature films need anchors in people whose stories will resonate because you care what happens to them on their journey. So while your favorite brewery may not be featured, the overall story is universal.
• This is a documentary and not news. It takes time to film, edit and craft a story from 180 hours of footage. And I think that anyone who thinks that the overall battle is irrelevant today, needs to rethink that opinion. If anything, small brewers should be more concerned about consolidation and the big getting bigger.
• It’s only one night because it’s an EVENT. It’s LIVE via satellite. A shared experience nationwide (except for the Pacific time zone where we hold it back so people can get to the theater, although it will run as is, unedited).
• Art houses do not have the ability to receive the satellite feed. I’m not shutting them out but my deal is with a company that has 440 theatres that are digitally equipped to carry the event. No malice intended for the indie theaters. I’m a huge supporter. It’s just circumstantial. As to drinking beer. Trust me, you’ll be thirsty for one AFTER you watch the film. And your local bar or brewpub will be happy to serve you.
• It’s $15 because it’s an event and not just a film. We are showing the live panel immediately following the world premiere of the movie. And the panelists assure me that they’ll put on a good show.
• Ben Stein was hired to moderate the panel. That’s all. My partner required a celebrity host as part of the deal. We had a list and stopped once someone was available. Everyone on the list had pluses and minuses. Please be assured that this is MY movie, not Ben’s. And that this is not a forum for him to discuss any of his beliefs but rather to act as an impartial moderator to the cast of characters that make up the panel. If his involvement is what’s stopping you from attending then I hope you’ll reconsider. Trust me, there was no perfect moderator on the list. This is America where everyone has their opinions and leanings.

So now that I’ve put the negatives out there, let’s get to the positives. How about embracing the fact that the 3 largest, mainstream theater exhibitors are taking a chance on this film and this topic? Few documentaries ever hit 440 theaters, even for one night.

The success of the event and the conversation I hope it starts are now up to you.

4. You actually care about the subject matter. The continued success of craft beer and craft brewers.

3. It’ll make you CRAVE a great beer. As if you need an excuse…

2. By supporting an independent film you’re ensuring that more films will be made by filmmakers seeking the truth vs. the homogenization of studio films.

1. By attending this event you are showing your support for the craft beer movement. This is as mainstream as it gets. Beer Wars Live is being shown in 440 theaters by the same people who bring the Metropolitan Opera and This American Life into movie theaters. If you don’t show up, it speaks volumes. Everyone is watching…

Remember that NCM Fathom bet big on interest from the beer community. They’re the same people who bring the Metropolitan Opera and This American Life into theatres. Let’s show them that this event is garnering the same type of support.

So… please, if at all possible, support this event by going to fathomevents.com and buy your tickets today.

Embed this video on your own website:

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As of Friday the 13th (I guess it is actually a lucky day) there are trailers running for Beer Wars Live in 1,000 movie theatres across America. And posters hanging in 650 theatres. I have not had a chance to go to a theatre this weekend, so if you go to the movies, please let me know that you’ve seen them.

Even better, post a picture of you with the poster on your blog or your favorite social networking tool and share a link to your pic in the comments section below. Don’t forget to include the theatre location.

The event poster is also available online.

See you at the movies!