‘Farmland’ ends theatrical run

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The green carpet was rolled out for six young American farmers, the stars of James Moll’s “Farmland” documentary. The film, which opened in select theaters across the country on May 1, wrapped up its theatrical run last week.

According to the U.S. Farmers and Ranchers Alliance (USFRA), the film was shown in more than 170 markets, including 60 major metropolitan cities. Nearly 100,000 people across the nation saw the film.

“The phenomenal success of FARMLAND on the big screen shows that consumers want to know more about the people growing and raising their food,” said Randy Krotz, chief executive officer at USFRA. “Further distribution plans are underway to bring FARMLAND to millions of Americans, introducing them to the next generation of modern agriculture.”

Moll, who directed of the film, told reporters during a May teleconference he wanted urban audiences to be able to take a virtual step onto some of America’s farms, likely for the first time.

“I grew up in a city, and I never stepped foot on a farm. Now I have had that opportunity. I wondered who it was growing our food, and I now know,” he said. “If other people can come away from this film feeling they have now stepped onto a farm, then I feel really good about it.”

USFRA board member Mike Geske agreed.

“Most Americans today have never stepped foot on a farm or ranch,” Geske said. “The thing that most excites me about Farmland is that it’s an opportunity for the non-ag audiences to learn how our food is grown and raised by people with a passion for this way of life.”

While the movie was well-received within the agricultural communities, many critics blasted the film. See “Critics blast ‘Farmland’” and “Jolley: Film reviewers reinvent the word 'duplicity'” to read more about criticism surrounding the film.

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August, 08, 2014 at 09:29 AM

I appreciate USFRA's positivity, but approximately 60 viewers per market and 100,000 total isn't really much of a success, especially in the world of movies. I never did get to see because the theater it was listed as being shown at near me never put up a showtime, nor responded to my question asking about it. I'm sure it's a great documentary, but I don't think it's the type people would go to the movie theater to watch. If it gets picked up on Netflix or Redbox, that's where I'd think it'd really have an impact. It just seems like something people would be more likely to watch that way.

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