Every sexist, low-down, chauvinistic belief you can think of has always had a special place in the typical beer commercial, and for years every bit of it has been on purpose. They’ve more than often been parodies of the products they’ve sold, making no apologies in showing that rational thinking and beer don’t mesh nearly as well as breasts and sex. The film, The Movie Out Here, is a product of this mode of thinking. It combines the trappings of a Juno-award-winning artist, Snow, a giant Sasquatch, a pair of daft rangers, and some nude glacier girls, to form the spirit of a Kokanee beer commercial in 90 whole minutes.

The Scotiabank Theatre was the centerpiece for all this prescreening madness on a Wednesday night. The same actors who dawned bikinis, hairy costumes, fake mustaches and any number of ridiculous wear for the film entered the red carpet with normalcy, smiling at the cameras and taking in the guests who came to support. When the dancehall artist, made famous for his hit titled “Informer”, entered the picture, the atmosphere lit up considerably, as he took the time to shake hands with known and unknown backers. Rocking a black overcoat with the words ‘D.K.O Scarborough’ spread in white and black highlights, Snow made it known that the part he played in the film was as clear-cut as his personality.

“They were like ‘Snow, we got this part for you,’ so I kind of read it and I was like, alright. The police shoot me in the throat with a flair gun, that’s alright,” he says, laughing. “So it was a pleasure to do it because I never really seen myself on a big, big screen before.”

Big screen would be a literal description of what this film was displayed on, and that’s about it. In no way was it a movie presented like a blockbuster or even a good flick. At its heart it’s a simple buddy film about a Torontonian named Adam (Robin Neilsen) who decides to return to his hometown Fernie in British Columbia. He later finds out that his friend Theo’s (James Wallis) waxing business is in jeopardy of being taken over by some real-estate tycoons, so naturally his solution is to hold a party to raise funds. In between this loose plot are potty jokes, numerous foot-to-groin gags, random bouts of nudity and any number of dim-witted humour that would appeal to a regular beer chugging college student. There’s nothing wrong with this when it’s contained in a 30-second commercial, but extending it to 90-minute feature length film is asking a lot out of your audience when turning off your brain is a requirement.

It’s dumb humour and it doesn’t try anything but that, which is it’s glaring flaw. It’ll make some people laugh without a doubt, but a narrow audience hardly saves it from being a bad film. Regardless of how the flick may fair, Snow, who played a relatively small part in the movie, still expressed his interest in playing in more roles, if not similar, despite his lack of acting experience.

“Sure there’s some parts I probably can’t play, but there are some that I can. I don’t mind because I’m not a person who worries, I’m not worried if I put out my album and it sells one copy or 100,000 copies, I don’t worry about that stuff. As long as I’m having fun and my people are having fun, we’re having fun, I don’t worry about what people are going to say.”