Post-prohibition, alcohol was celebrated and glorified like no other substance in history, enriching alcohol companies and wreaking havoc on society. This film will explore the ways in which alcohol companies helped create a society where despite killing millions, drinking has become so normalized that people have to make up excuses for why they aren’t doing it, and will explore the true cost of the drinking habits we’ve all come to accept as normal.

The movie is about the ways in which alcohol got to achieve “favorite drug” status in the US through a combination of advertising, product placement, lobbying, and an army of unwitting accomplices in all of us.

As a documentary, the film is driven by interviews and hard hitting facts, combined with satirical animations and humorous recreation scenes to keep it informative, entertaining, shareable, and most importantly, thought provoking.

Made with curiosity and without judgment, this is a film about deception and tragedy. Money and greed. Manipulation and persuasion. Sadness and hope. Science and cognitive dissonance. And ultimately, the film is about what it means to stand outside of convention and question the norms we’ve all come to accept in society.

The tone will stay inquisitive and pragmatic, holding the dualities of both the seriousness of the situation and the lightheartedness needed to discuss it. It will be sarcastically humorous and entertaining, while remaining careful not to shame any individuals for their past or present behavior.

The film will conclusively show that society’s collective views on alcohol consumption are not only extremely dangerous, but also carefully engineered by big alcohol companies to rake in billions of dollars annually.

Additional themes range from marketing and lobbying to parental modeling, personal loss, and human connection. The goal is for the audience to see themselves as unwitting accomplices to this culture in a non judgemental way, and to give them a foundation to question whether they want to take a look at their own relationship with alcohol as a service to either themselves, their children, or the world at large.