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  • Whole Foods Market® Do Something Reel Film Festival Goes Online

    Fri, 20 Apr 2012 10:21:47

    Whole Foods Market® Do Something Reel Film Festival Goes Online - It kicks off on April 22 - which is Earth Day

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    The greenest movie festival there is kicks off with debut of The Apple Pushers, narrated by Academy Award nominee Edward Norton, on Earth Day, which is this Sunday, April 22

    Whole Foods Market, America's healthiest grocery store, is partnering with production and streaming company, NowLive to take its annual Do Something Reel Film Festival online this year. The film festival is an ongoing collection of provocative films about food and environmental issues that can be purchased online at www.dosomethingreel.com and streamed for a limited time.

    Beginning in April, Whole Foods Market will stream a different film each month with proceeds helping to fund the 2012 Whole Foods Market/AFI-Discovery Channel Silverdocs Festival filmmaker grants. The festival opens April 22, with a live screening of The Apple Pushers (which is also available online for $5.99 from April 22-30, 2012), followed by a panel discussion. NowLive will power the live chat as well as the film releases online.

    The Apple Pushers is narrated by Edward Norton. The panel discussion will include the film’s writer and director, Mary Mazzio; executive producer, Laurie Tisch; and celebrity chef, food policy advocate and founder of Wholesome Wave, Michel Nischan. Debi Mazar, Entourage and Cooking Channel's Extra Virgin star, will host the discussion.

    The festival opens on April 22, 2012.

    It kicks off at Alamo Drafthouse’s Slaughter Lane Theater in Whole Foods Market’s hometown of Austin. Additionally, theaters in Boston, Detroit, Pittsburgh and San Francisco will host simultaneous screenings and will stream the live chat. The panel discussion will also be live streamed for free to online viewers here.

    The Apple Pushers, narrated by Academy Award nominee Edward Norton, and underwritten by the Laurie M. Tisch Illumination Fund, follows five immigrant street-cart vendors who are offering fruits and vegetables in New York neighborhoods where fresh produce isn’t widely available. The vendors, who take part in a unique urban experiment called The NYC Green Cart Initiative, personify what it means to be an American entrepreneur, and their stories shed new light on the nation’s food crisis and skyrocketing obesity rates.

    Are you going to tune in and support Earth Day?

    —Maggie Pannacione
    04.20.12



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