As a response to my CALL TO ACTION asking folks to spread the word about the recent availability of Beer Wars, I received this reply from Daniel Curran from Devil’s Canyon Brewing Company:

$400,000 / 1,600 craft breweries in the US = $250 per brewery. My brewery will send you $500 because we know Beer Wars had contributed to at least that much in additional revenue. In return – I want to be able to give a copy to every single person that I meet. At every summer event, at every brewers festival, at every bar and restaurant our beers are on tap. Who is in? How do we organize it?

Just so I am clear – why WOULDN’T each and every craft brewery in the US donate? Yes money is tight for all of us – but $250 / $300 is very reasonable. Breweries could raise that from their fan base in no time. Hell, we could finance your next film. The key in my opinion is the ability to get a copy in everyone’s hands I meet.

Wow! This was completely unexpected. And it got me thinking. Other than a few breweries like Stone, The Bruery, and 21st Amendment who have supported the film by buying DVDs and hosting screenings, where are the other breweries? Why am I not hearing from them?

You see, from where I sit, the film has been met by apathy from many of you. Which I must say surprises me because this is the first feature film about the American beer industry, focused mostly on craft brewers. I’ve heard that most of you feel that the movie is not really about you.

But here’s the thing. This film is all about you. Viewers are calling it Food, Inc. for beer. And the movie has put craft beer right smack in people’s living rooms and computers through the magic of digital distribution. It’s available in over 80 million households! But it’s lacking one key ingredient – AWARENESS. And that’s where you can help.

I may not be a craft brewer, but like you, I’m an entrepreneur. And I too recognize the challenges and the power of distribution. I’m on the shelf but I can’t get awareness from mainstream media because I took on some of their big advertisers. Oops. So I’m asking you to support a film that speaks to the very core of the American entrepreneurial spirit and promotes consumer choice.

Here are just a few of the thousands of emails, posts and tweets I’ve been receiving:

I just watched the Beer Wars film and it was brilliant…a true celebration of the men and women who are soooo passionate about what the love! Thank you so much for sharing their passion with us!” – Earl Smith

Thank you so much for getting this information out there. When it comes to beer I typically just drink Guinness, but this film will definitely help me make choices about products I want to associate with. After watching Fast Food Nation years back I have never stepped foot in McDonald’s etc. since!!” – Carmela B.

I was a majority Miller Lite drinker with a Shiner, or Sam Adams on occasion. I am now a full time independent brewery backer 100%. It may cost more, but I think it is worth it for the flavor and to support the smaller business.” – Robert Wilson

I wanted to let you know that I’ve now heard on my very boring corporate elevator ride your film being talked about. While as a homebrewer I had seen it quite some time ago via DVD, my coworkers folks had come across it on Netflix just the other day and I believe been “converted” you could say.” – Charles Bakofsky

Thank you for putting the time and effort into making a film that portrays the little guy as the bigger guy. For promoting these little breweries who have passion for their craft, passion for beer. I am only sorry that you’re allergic and cannot experience the explosion of aromas and flavors that craft beer has to offer.” – Hugh Crunk

The Bottom Line

This movie is out there. Right now. Included with other more mainstream films. Except that I don’t have the marketing dollars that Hollywood studios use to promote their films. So I need to do what you do, go the grassroots route. Imagine how many people we could reach together? And then envision how many people could be reached through the power of social media? What if you put up a banner on your web site or included the release as a news item in your newsletter? And talked it up?

I’m not asking you to donate money. I’m not a charity. But I am asking you to help spread the word. Over 100 cable and satellite operators, including Comcast, Time Warner Cable, Cablevision, Dish Network and DirectTV are showing Beer Wars on their video on demand channels, right next to Hollywood films. And iTunes and Amazon VOD are offering it for download. And then there’s Netflix streaming and DVD.

And beyond spreading the word, how about supporting the filmmaker as Daniel suggests and buying multiple DVD to resell or give away? Your choice. The DVD includes not only the film but also the panel discussion that followed the premiere. If you want a vehicle to showcase this craft beer community, for right now, this is it. And if you want someone else to make a movie about craft beer and get it distributed, well, that won’t happen unless this film is successful.

I’m asking you to step up and support this movie through action. Together we can reach millions both inside and outside the current craft beer universe. You see, awareness is really just a numbers game.

The choice is yours. You can keep complaining about what’s wrong with the film (don’t get me started on Avatar) or you can embrace it (flaws and all) and help spread the word about craft beer to a whole new audience.

Are you with me?

Anat Baron
Email me here.

You know that (annoying) FBI warning you get whenever you put in a DVD. The one that says that the DVD is "for home use only?" Well, it’s there for a reason. You see, even in this age of free content, intellectual property has value. Especially when you’re dealing with an independent filmmaker.

I made a movie. I invested my time (3 years) and money, took out loans to make a film about a topic I believed in. And I wanted it to look good, sound great and have entertainment value. So I paid professionals to get it right.  I hired a top level cinematographer, editor, composer, graphics designer, animators and others.  I hope the quality is reflected in the film. But I did all of this believing that at some point, I would make my money back because people would put value to what I created. And pay for it.

So while I would love to just give away my movie, please understand that it’s not possible. I don’t have a big distributor or studio behind me. So if you want to screen the film at your bar, homebrew club or to your class, please get in touch with me. I always try to work things out. After all, it’s a catch 22. While I need to make my money back, I also want to expose the film to as many people as possible. And please, don’t force me to become "The Enforcer." It takes the fun away from being "The Filmmaker."

Many “experts” are saying that this is the best time ever to talk directly with consumers. I couldn’t agree more. I’ve loved the direct interactions with people on my blog, other blogs, Facebook, Twitter and through emails. It’s amazing to know exactly what you think, want and respond to. And you’re not shy about expressing your opinions.

It’s also a tough time (some say the toughest) to release an independent film. Technology has made it easier to make movies and thousands were released last year alone. But how many have you actually heard of? Or seen? The independent film world is like the Wild, Wild West. The fight is on for the Holy Grail – consumer attention. Even the major studios are going online and are conducting stealth-marketing campaigns to break through the clutter. Just look at Universal’s under the radar approach to the upcoming release of Sasha Baron Cohen’s new film Bruno.

The days of big distribution deals and massive releases are over unless you’re a comic book hero, Pixar film, big name star or director or in the documentary world, you’re Michael Moore. If one more industry insider tells me how much they love my film and how it would have been the next “Super Size Me” had it come out 2 years ago, I may just have to kill them. I too wish that the environment was different and would have welcomed my million-dollar check. But the gambler in me is fully engaged.

I hate Vegas but have always been a risk taker. One of those “road less traveled” people, who never take the easy path. Who love the thrill of a new challenge. Granted, I didn’t bargain for this brave new world we’re in. But as I come out of my fog, I realize that this is also a time of opportunity. So with that said, I embrace the next phase of the Beer Wars rollout.

I hope you join me on the ride! After all, we’re all in this together.