BROTHER, I CRY
World Premiere Publicity / VIFF & imagineNATIVE
Pender PR was engaged by Brother, I Cry writer/director Jessie Anthony team in advance of the films world premiere at the Vancouver International Film Festival and was brought on for its debut at imagineNATIVE.
We worked alongside Jessie to book interviews to support the film’s debut, worked on messaging and media strategy. The film won Jessie the Best Emerging BC Filmmaker Award at VIFF and Audience Choice Award at imagineNATIVE. It was clear to us even before the wins that Jessie is a star to watch.
The extremely talented team and wonderful film combined with the successful press campaign and many award wins led to the film being invited to more festivals around the globe. Not only did Jessie win numerous awards, but those awards were covered in the media. Interviews we secured included outlets such as etalk, Georgia Straight, Vancouver Presents, The Globe & Mail and many more.
The success of our promotional campaign helped elevate this important film increasing exposure for the film and team, ticket sales and discoverability.
BROTHER, I CRY Synopsis
"Pain, insecurities, trauma, doubt…" Jon (Justin Rain), a young First Nations man, is struggling to overcome addiction and to avoid the multiple warrants out on him. But he has several strong women in his corner: his girlfriend, his sister, his mother, and his unborn daughter, they are all hoping he can master his demons and find peace. Made under Telefilm’s Talent to Watch program, the debut feature from Capilano graduate Jessie Anthony is a social realist drama edged with dark dreams and visions.
Jon’s journey is made that much more difficult by his friendship with Martin (Jay Cardinal Villeneuve), a drug dealer who keeps pushing him back into crime. In a situation like this, the movie asks, how best can you help a loved one from breaking out of the cycle of using and illegality? Different people in Jon’s life try different approaches, but there are no simple solutions when the issues stretch so far back. Impressively lensed by Andy Hodgson (who also has a producer credit), the film holds on the fully fleshed-out and fearless leading performance from Justin Rain.