There must be a hashtag for this. A couple of filmmakers have hit on a new twist to get people to sample their new documentary. Mile High: The Comeback Of Cannabis chronicles Colorado’s historic ballot initiative to legalize recreational marijuana, and Adam Hartle — who produced the pic and co-wrote it with director Anthony Hashem (we don’t make these names up, folks) — hopes to puff up audience attendance with an apropos giveaway.
“I’ll be standing outside the Mayan and Boulder theaters before each screening this week, handing out a small amount of legal marijuana to anyone over 21 with a valid ID to take home to enjoy responsibly,” Hartle said. “No purchase necessary, but we highly encourage you to stay and watch the film.” The film twists up Hartle’s stand-up comedy and events of the past two years that led to the passage and implementation of Colorado’s Amendment 64, which created an elaborate system for legally growing, distributing and selling marijuana in the state.
“We’ve shown this film to a few test audiences so far, and what we’ve found is the 20- to 40-year-old demographic who have used cannabis before absolutely love it, and the older crowd who hasn’t find it less favorable,” added Hashem, still standing after what was indubitably rigorous test marketing of the approach. The film bows Tuesday at Denver’s Mayan Theatre, but, remarkably and somewhat inexplicably, with no 4:20 showtime. Our guess is that the theater owners won’t complain about the five-leafed incentive: Chances are it’ll set concession sales on fire, especially for the nachos.