Reception to The Movie Out Here was largely negative, with critics panning its over-reliance on product placement, lewd content, and gross-out humour.
Kokanee considered the film and campaign to be successful, having increased its market share by 6%, Adam (Robin Neilsen), a lawyer from Toronto, returns to his hometown of Fernie, British Columbia and discovers that a ski waxing business run by his friend Theo (James Wallis) is under threat by a real estate developer, prompting them to hold a party as a fundraiser.
[5] The film was described as a lewd, "feel-good" comedy about a group of friends who had reunited in the city of Fernie and want to "kind of go back to their roots."
[6][7] Alongside traditional product placement, The Movie Out Here also incorporates popular characters from Kokanee's past advertising campaigns, such as the Ranger, the Glacier Girls, and the Sasquatch.
Twenty bars in Western Canada also competed to become a filming location for The Movie Out Here; voting required users to enter a code off a specially-marked coaster obtained when ordering a Kokanee, thus encouraging further sales.
[7][8] The film began a limited release at theatres in Canada's western provinces (such as British Columbia, Alberta, and Saskatchewan) on March 1, 2013.
John Lekich of The Georgia Straight described the film as an "abomination" consisting of "90 minutes of product placement slapped onto a foul-mouthed comedy so inherently worthless it’s almost enough to make me hate beer.
She concluded that The Movie Out Here was not "[a] celebration of British Columbia's culture", but a film which "pimps it out for sudsy profits using boobies, fart jokes and sexist references to slutty girlfriends and casual intercourse.