Wal-Mart in duel with damning documentaryTues., Nov. 1, 2005
CBC ArtsWal-Mart has made a documentary extolling its own virtues in an effort to counter a damning Robert Greenwald film.
Greenwald's "Wal-Mart: The High Cost of Low Price" was released Tuesday, and opens in cinemas in New York and Los Angeles on Nov. 4.
Made on a shoestring budget of $1.8 million, it will get limited release in theatres, but in the current age of popular documentaries, Greenwald hopes it will become a cult hit like Michael Moore's critique of General Motors, "Roger and Me".
In"The High Cost of Low Price" Greenwald talked to Wal-Mart employees, who complained about being cheated out of overtime and being unable to afford the company's health insurance.
The film looks at Wal-Mart's development practices, building large stores on the outskirts of towns and sucking the life out of many small communities.
Current and former employees describe the company's inner workings and community leaders and poets from throughout the U.S. describe its practices as "an assault on families and American values," Greenwald says.
Wal-Mart, known for eschewing public relations under founder Sam Walton, has hired prominent public relations firm Edelman to bolster its image against the perceived threat from the documentary and from other activists who have criticized its practices.
Wal-Mart fears it will lose the support of middle-class consumers. Earlier this year unions organized a boycott of the retailer by teachers buying school supplies.
Among those coordinating the campaign against Greenwald's documentary is Michael Deaver, one of Bill Clinton's media strategists, according to the New York Times.
Wal-Mart has hired Ron Galloway to make a film called "Why Wal-Mart Works and Why That Makes Some People Crazy".
While Wal-Mart executives would not agree to be interviewed for Greenwald's film, they have made themselves very available for the Galloway counter-offensive.
In advance of Greenwald's movie release, they accused the filmmaker of getting his facts wrong. And now they are challenging Greenwald to show the two films side by side.
On his website, Greenwald urges faith groups, community activists and schools to host a screening of his documentary. The filmmaker says he plans 3,000 such screenings in the week of Nov. 13-19, describing this as a worldwide grassroots premiere.
Greenwald is the director of the 2004 movie "Outfoxed: Rupert Murdoch's War on Journalism" and TV movies and miniseries including "The Book of Ruth" and "The Burning Bed". The Wal-Mart movie is being backed by his own production house, Best Films.