Marijuana documentary makers hope to entice viewers with free pot

Does this year’s box-office news have you feeling that the movie industry has gone to pot? Are you sad that Shailene Woodley was cut from The Amazing Spider-Man 2 because you never got Mary Jane? … I’m sorry, am I being too blunt?

In a marketing ploy that Miley Cyrus would love, producer and co-writer Adam Hartle is planning to give away free pot to those going to screenings of his new documentary Mile High: The Comeback of Cannabis, which chronicles the history of Colorado’s recent ballot initiative to legalize recreational marijuana.

“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 told Deadline. “No purchase necessary, but we highly encourage you to stay and watch the film.”

Hartle does stand-up, and he co-wrote the film with and Anthony Hashem (not even a joke), who also directed. Hashem also told Deadline that Hartle’s ploy has some marketing data behind it. “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,” he said.

If you happen to be in the Denver area, now is your chance. Otherwise, you’ll have to wait and see if Hartle’s marketing ploy is enough to get Mile High rolled into a big, fat, wide release. (Or maybe several distributors can pony up some green stuff for a joint venture.)


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