The Canadian beer brand Kokanee (owned by Anheuser-Busch InBev) partnered with its agency Grip and Alliance Films to produce "The Movie Out Here", a feature-length comedy film set in the brand's home province of British Columbia. The film was released in April 2013, after being featured at the 2012 Whistler Film Festival. Kokanee beer, along with characters from its past advertising campaigns, make appearances in the film, and an accompanying campaign allowed bars in Western Canada to compete to be a filming location, and users to vote on the film's soundtrack and have a chance to be listed as a "fan" in the credits. Grip's creative director Randy Stein stated that viewers had become more accepting of branded content, and that there would be a larger focus on the emotional aspects of Kokanee as a brand as opposed to the number of placements. In 2018, Pepsi similarly backed the comedy film "Uncle Drew"—a feature comedy adapted from a character from a Pepsi Max ad campaign.