Yearning for American-style pot laws here in Canada?
On Thursday, CBC-TV’s new documentary series, FIRSTHAND, will broadcast the world premiere of Reefer Riches, by writer and director Cynthia Banks, which examines the increasing corporatization of weed in some states in the U.S.
With the help of producer Michael Wheeler, Banks illuminates how the drug’s progressive legalization has led to a billion-dollar marketability. Centred around Colorado, one of the states that has legalized pot, the documentary highlights the cultural integration of cannabis on citizens and how the city’s notably huge market for recreationally used marijuana continues to soar, as well as how the innovative techniques used to create edibles and give users a high they crave. The market has experienced a controversial turnaround, from being managed by drug dealers in secrecy to being run by people with MBAs and available to order on iPads.
“I just hope that my documentary can help and direct people to some of the issues they need to look at as we go down this road,” Banks says, referring to plans to make the drug more accessible to Canadians.
Cannabis in some states has transformed into a highly profitable and innovative industry of the 21st century. So much so, there are weed moguls in the film, such as Tripp Keber of Dixie Elixirs, the largest edibles company in the United States Jamie Perino, star of MSNBCs Pot Barons and owner of a dispensary chain and Pete Williams, COO of Medicine Man, a dispensary and grow-op known as the Costco of Pot.
Despite the rapid growth of the previously underground industry, Banks’s doc shows how legalization in certain states has not revolutionized or even tangibly altered the day-to-day lives of people there.
“It’s not over the top,” she says. “You don’t go down there and think that this has taken over the entire city. People are trying to keep it under control and keep it under wraps. Although there’s some incredibly interesting products and paraphernalia and inventors and creative people involved, life goes on. There is still a sense of excitement, and hope for the industry.”
Currently, medicinal marijuana has been legalized in Canada and more than half of the United States, with eight states set to join Washington and Colorado, will be legal in the next two years. In this fascinating tell-all, Reefer Riches examines the future of marijuana based on the Colorado and Washington State hype, showing how a previously under-the-table business has evolved into a huge consumer market. The doc also dives into the harrowing political issues that have risen as a result, society’s adaptation and acceptance of the marijuana culture and new regulations in place for law enforcement, public health and safety not to mention, the ludicrous profits of this booming business.
Banks hopes for a slow and steady pace in terms of Canada boarding the pro-marijuana bandwagon, and although our PM and agencies like Public Health declined to take part in her documentary, she hopes that Canada will take part in an informed process with several different public voices to carry on the way to a future legalization.
“In Canada, I think it’s good to go slow,” she says. “Do I believe it’s going to happen? Yes, I do. There are many decisions to make before that, and there’s many things that can be put in place to make it a smoother ride and I really hope that that is done here.”
Watch Reefer Riches on October 29 at 9 pm. Watch the trailer here.
website@nowtoronto.com | @dianawsmith
