Point 2012 Black Ale stars in
online cinematic sensation Apocalyptic short film adds to aura
of Point brand inspired by ancient Mayan calendar
mystery
STEVENS POINT, WIS. – A
provocative new branded short film starring Point
2012 Black Ale is captivating online viewers
across the country.
Visually iconic and emotionally
charged, “The
End or The Beginning” depicts two young
lovers struggling toward each other amid angry
demonstrators, menacing police and mysterious
masked onlookers. Overlooking the chaotic street
scene as asteroids crash into buildings is a
fire-breathing Mayan chieftain, apt symbolism
for Point 2012 Black Ale, a robust dark ale inspired
by the ancient Mayan “Long Count” calendar
that ends ominously on December 21, 2012, prompting
various doomsday predictions. Navigating the
chaos, the young couple meets in a romantic embrace
featuring Point 2012 Black Ale.
Created and produced
by Rascals & Rogues,
a Chicago-based production company, “The
End or The Beginning” has fascinated thousands
of viewers since its May 17 debut on YouTube.com.
Shot in downtown Chicago’s LaSalle Street
financial district on a cold winter day, the
apocalyptic vignette showcases Rascals & Rogues
creativity and technological expertise.
“Kudos to Director Kerry Shaw Brown
and Executive Producer Ritch Wedeking and
everyone at Rascals & Rogues for their
expert execution of this edgy visual adventure,” said
Joe Martino, Stevens Point Brewery Managing
Partner. “2012 Black Ale continues
to intrigue ale lovers and recently won a
silver medal in the World Beer Cup. ‘The
End or The Beginning’ will surely deepen
its aura of mystery -- it takes the brand’s
identity to a new level.”
According
to Brown, the apocalyptic theme is a natural
fit with Point 2012 Black Ale’s
branding. “It’s also a great-tasting,
award-winning ale, and there is nothing menacing
about that,” he said. “Seriously,
if the world is about to wind down, it’s
the kind of ale you want to have in your
hand, and ‘The End or The Beginning’ makes
that point perfectly clear.”
As online
views of “The End or The
Beginning” pile up at Pointbeer.com,
rascalsandrogues.com and YouTube.com, Stevens
Point Brewery’s marketers are considering
additional outlets for the film. “It
would be perfect for movie theaters, for
example,” Martino noted.
STEVENS POINT, WIS. – A
provocative new branded short film starring Point
2012 Black Ale is captivating online viewers
across the country.