MediaBuyerPlanner: A new documentary about three people coping with chronic illness will be opening in 14 cities between now and June. Admission is free – because the film was produced by Johnson & Johnson in a bid to promote its blockbuster drug, Remicade, writes The New York Times.
The film never mentions the drug or the drug’s maker, Centocor, but rather focuses on the autoimmune diseases that the drug is approved to treat.
This is the first time that a documentary has been conceived and financed start-to-finish by a drug maker, according to industry experts. After the film, viewers will have the opportunity to quiz a panel of doctors who specialize in the diseases.
Johnson & Johnson says the film, Innerstate, balances “patient awareness and entertainment.” It is backed by a website, MyInnerstate.com.
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