Fed Up, the new feature-length documentary about childhood obesity, added sugar, and the American processed food industry, opened at just 18 theaters in selected cities May 9; this week, the film’s distributors announced more cities and screens where it will open through May and into June.

On its opening weekend, Fed Up generated somewhat better than hoped for ticket sales and largely positive critical reviews.  For what it’s worth, the theater where I saw it on Saturday, May 10 was completely full, and the audience reaction was very positive.

Please see my full “review” for my thoughts on how the film portrays school meals.  While it’s possible that you may need to react to a local story about the movie at any time, it’s still too early to tell if the film will generate the kind of buzz nationally or locally that you would most likely need to respond to. 

Our best advice right now:

·         Thoroughly read this strategy brief and any updates we send out subsequently.

·         See the movie, if it’s playing near you.

·         Be ready to use the talking points we’re providing if called on to make a comment or do an interview.

·         Please let us know if you have any ideas for making this prep even stronger!

·         Please let us know if you are contacted about the movie or if it gets local coverage in your area.

·         Remember, it’s always acceptable to tell a reporter that you are busy at the moment and will get back to them right away (be polite!); then, reread the talking points and use them when commenting, or call us if you need further advice before speaking.