Drug Gets a Cameo in a Film Backed by Its Maker

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Stephanie Saule reports that "Innerstate, a documentary about three people coping with disabling chronic illness, may be coming to a theater near you. If so, admission will be free, courtesy of the drug maker that produced the film. The 58-minute film ... is an unusual form of soft-pedal marketing of a blockbuster drug, Remicade. The documentary never specifically mentions Remicade, or the product’s maker, Centocor, a unit of Johnson & Johnson. Instead, it focuses on several of the autoimmune diseases Remicade is approved to treat: rheumatoid arthritis, psoriasis and Crohn’s disease. ... The film, directed by Chris Valentino and produced by the Creative Group, is the latest twist on a business trend toward blending advertising and entertainment."