Mockumentary based on Amway opens at E Lansing theater today

[Bozita]

http://www.freep.com/apps/pbcs.dll/article?AID=/2006092...

Mockumentary based on Amway makes comeback
Film to be shown in East Lansing

BY DAWSON BELL and JOHN GALLAGHER
FREE PRESS STAFF WRITERS

September 21, 2006

A Utah-based filmmaker will debut "Believe," his send-up of multilevel marketing, today in East Lansing, hoping to capitalize on attention generated by the gubernatorial campaign of Dick DeVos, former head of Michigan-based Amway Corp.

It's actually the second time Loki Mulholland, 33, has shown the film in Michigan; it was part of the 2005 Flint Film Festival.

Since then, the movie -- a satirical look at the world of direct sales in the vein of Christopher Guest's mockumentaries -- has been reworked, has changed distributors and is set to open in a handful of Michigan theaters in October.

Mulholland, who is to attend tonight's showing, said last month his film isn't intended to be the Michigan 2006 campaign's version of "Fahrenheit 9/11," the Michael Moore movie about the war on terrorism, which took political aim at President George W. Bush. Mulholland said he "doesn't have it in" for DeVos, and that the film was made before DeVos announced in the spring of 2005 that he would run for governor. He said he merely decided Michigan in 2006 would be a good place to generate interest in a film loosely based on the Amway experience.

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