Opens Friday, June 29 thru Thursday, July 5
Breast cancer has become the poster child of cause-related marketing campaigns. Countless people walk, run and shop for the cure. Each year millions of dollars are raised in the name of breast cancer, but where does this money go and what does it actually achieve? Inspired by the book by Samantha King, this eye-opening, hard-hitting documentary from filmmaker Léa Pool explores how the devastating reality of breast cancer, which marketing experts have labeled a "dream cause," has become obfuscated by a shiny, pink story of success. The film visits the largest fundraising and awareness events, including the Revlon Run/Walk for Women in New York, the Susan G. Komen Race for the Cure in Washington, D.C., the Avon Walk for Breast Cancer in San Francisco and the Pharmaprix Weekend to End Women's Cancers in Montreal. Interview subjects include Judy Brady, Barbara A. Brenner, Nancy G. Brinker, Barbara Ehrenreich, Samantha King, Evelyn H. Lauder, Dr. Susan Love and many others. Producer: Ravida Din. Director: Léa Pool. (Canada 2011) 98 min.