Kokanee fans asked to audition for roles in upcoming film

Web Lead

  • Jun. 24, 2012 3:00 p.m.
The Columbia Brewery is the home of Kokanee beer

The Columbia Brewery is the home of Kokanee beer

If you’re a die-hard Kokanee beer fan, then auditioning for a part in an upcoming film might be the thing for you.

Until the end of June, online auditions will be accepted at www.themovieouthere.ca for spots — speaking roles, action roles and extras — in a yet-to-be-named film produced by Alliance Atlantis. Producers are also looking for Kokanee-themed props, songs to include on the soundtrack and bars to be featured in the film.

The 90-minute film, which will be released in February 2013, is about a group of high school buddies who reunite in a ski town where Kokanee plays a big part in everyday life, taking Kokanee’s participation beyond standard product placement.

“We have this kind of cult following and we have fan willing to engage with us, so why not dial that up and take that engagement to a level no brand has done?” said Amy Rawlinson, Kokanee brand manager for Labatt. “Our fans have historically been very engaged with the brand.”

Those who audition must receive 25 or more votes to be considered for a part in the film, which will begin shooting in August and feature the ranger and Glacier Girls from the Kokanee TV commercials. In addition, some celebrity cameos are in the works.

“Anyone that appears in the movie has to be relevant to the western Canadian, because that’s what our brand is all about,” said Rawlinson. “It’s not only a movie about these guys getting together, but about western Canadian pride.”

And there is also a chance the Columbia Brewery will be seen — it is, after all, the home of Kokanee.

“There may very well be some scenes with Kokanee trucks leaving the plant in Creston,” said Rawlinson. “We’ll be sticking to the roots of the brand and where it was born.”