By MILLIE TAKAKI
The Los Angeles chapter of the American Cancer Society (ACS/ L.A.) has come up with its answer to the merchandising ploys of tobacco companies, most notably points-based reward coupons that can be cashed in for anything from Joe Camel paraphernalia to Winston gear spanning clothing, tote bags and other accessories. In Cancer Cash, an ACS/L.A. :30, the fictitious Brown Mountain Cigarettes unveils a practical exchange promotion whereby cigarette purchases yield coupons that can be put toward the acquisition of some much needed items for the serious smoker.
The pro bono PSA opens on three young, beautiful people who, upon closer examination, arent so beautiful as they drag on Brown Mountain Cigarettes, aptly named because the smokers teeth are rotted and brown-stained. Fitting in with their active lifestyle, an enthused voiceover touts the many benefits Brown Mountain smokers can derive from a new gift program. We first get a glimpse of a selection of caskets. The next scene shows a young man playing football; hes wearing a sporty oxygen mask which he got for 500 Brown Mountain coupons.
The voiceover then reveals that for only 4,000 coupons, smokers can obtain a ventilator with matching trachial tube. A young woman is seen outfitted with the ventilator. She displays the medical ware fashion model-style, lending a TV game show feel to the spot.
And finally, continues the voicever, coupons can, for a limited time, be put towards chemotherapy. A weakened patient is seen receiving his bonus chemo treatment; he then suddenly disappears in a puff of smoke, underscoring the message that when it comes to tobacco, Nobodys a winner.
Cancer Cash was conceived and directed by Jeff Goldsmith of Unlikely Films, Los Angeles. He also served as the PSAs exec. producer and editor, backed by a production support team that included associate producers Dan Bates, Ron Singer, Mark A. Altman and Robert Meyer Burnett. Steve Adcock was the DP.
Assorted companies and artisans contributed services and/or donated resources. Visual effects were done at Digital Domain, Venice, Calif., with Mark Larranaga serving as visual effects supervisor and digital compositor. Digital Magic Company, Santa Monica, provided telecine and online services via colorist Paul Lear and online editor Paul Hill, respectively. Todd AO Studios, Studio City, Calif., handled sound effects and audio post with an ensemble consisting of studio manager Roy Gilbert, re-recording mixer John Cook, recordist Mark Guilbeault, transfers supervisor Larry Ellena and supervising sound editor Mitchell Gettleman.
Composer was Sebastian Goldman of Admusic, Santa Monica, with Pat Weaver producing. Associated Music Productions, Hollywood, provided some additional licensed music at a reduced rate.
Universal Studios, Universal City, Calif., donated a stage facility, lights, props, costumes, trucks and scenic elements. Otto Nemenz Camera, Hollywood, contributed a 35mm camera package, with Kodak, Hollywood, chipping in film, Foto-Kem, Burbank, handling film processing, Diva Post, Hollywood, providing an Avid for editing, and KinoFlo and Xenon Lights, both in Sun Valley, donating lights. J.L. Fisher, Sun Valley, provided a dolly. Special props were constructed by Nathan Amondson and Conor McCullough.
The PSA began airing last month. Goldsmith noted that many of the contributing artisans had a personal interest in the project since they are in the process of trying to quit smoking.
“Memoir of a Snail” Takes Top Prize At London Film Festival
The Official Competition jury said: “Our jury was incredibly moved by Adam Elliot’s Memoir of a Snail, which is a singular achievement in filmmaking. Emotionally resonant and constantly surprising, Memoir tackles pertinent issues such as bullying, loneliness and grief head-on, creating a crucial and universal dialogue in a way that only animation can. The jury is delighted to recognize an animated film alongside its live-action peers.”
Rounding out the winners of this year’s films screening In Competition are:
- Winner of the Sutherland Award in the First Feature Competition – On Falling (Dir. Laura Carreira)
- Winner of the Grierson Award in the Documentary Competition – Mother Vera (Dirs. Cécile Embleton, Alys Tomlinson)
- Winner of the Short Film Award in the Short Film Competition – Vibrations from Gaza (Dir. Rehab Nazzal)