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Hamburger: Macprofit
A Film by Peter Heller
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film stillDuring the last forty years, fast food giants - McDonalds, Burger King, etal. - have led a revolution against traditional eating habits.

These huge corporations not only roll our meals off assembly lines, but control all aspects of their multi-billion dollar industry: the breeding of cattle, preparation of hamburger patties, employee interactions with customers, even the amount of income franchise owners must spend on advertising.

But an examination of this ultra efficient approach reveals troubling methods: steroid fattened beef, questionable advertising and public relations campaigns, the tremendous emphasis on increasing profit.

Hamburger cattle often consume more protein in a year than entire Asian or African families. Meanwhile, MACPROFIT suggests, the fast food industry is not so much serving our nutritional needs as practicing mind control.

"**** [4 Stars - Highly Recommended] A corporate executive effuses about the joys of working at McDonald's: 'They enjoy selling hamburgers... people love their work... It's fun.' It does not look like fun... MACPROFIT is highly recommended for college and adult audiences. It is entertaining, provocative, and sure to engender lively classroom or discussion group debate."—Kristine Brancolini, Video Rating Guide for Libraries

"Filmed conversations with workers reveal that they are being treated as just another replacement mechanism in the larger scheme of productivity. This is an eye-opening documentary that will make viewers think twice about what they eat and where it comes from. Recommended."—Landers Film & Video Reviews

Note: See also HAMBURGER: JUNGLEBURGER, Peter Heller's companion film to MACPROFIT.

58 minutes / Color
Release: 1986
Copyright: 1986

For colleges, universities, government agencies, hospitals and corporations

This DVD is sold with a license for institutional use and Public Performance rights.

Subject areas:
Advertising & Marketing, Business, Communications, Environment, Food, Globalization, International Marketing, Media Studies

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