Glaxo va al cine ALLI...

Glaxo, the pharmaceutical giant behind Alli, an over-the-counter weight-loss product, has decided that a good way to educate Americans about obesity — and increase sales of Alli — is to finance a “hard-hitting” documentary about eating.

Although a budget has not been set, an Academy Award-winning director will be named on Jan. 25 at the Sundance Film Festival, a spokesman for Glaxo said.

To lend credibility to the project, Glaxo sought out a partner: the Creative Coalition, a nonprofit social and political advocacy organization backed by prominent entertainers like Alec Baldwin, Tim Daly and Susan Sarandon. The organization has decided to produce the film with Glaxo, aiming to deliver a finished picture this year. Although theatrical distribution is a goal, distribution plans are incomplete.

“This won’t be a marketing tool at all,” said Robin Bronk, the Creative Coalition’s executive director, adding that working with Glaxo on the project is “a natural progression of our mission to develop educational projects.”

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