NOW magazine used film to celebrate 25 years of the alternative weekly

NOW magazine, the controlled street publication is celebrating its 25th anniversary in an unusual way by creating a movie called -- NOW Magazine -- The Movie. It's filmed in 9 segments and is part documentary and part "mockumentary" making fun of itself.

It incorporates archival footage and photos and traces the 25-year history of the publication (doubtless founders CEO Alice Klein and editor Michael Hollett winced when looking at the clothes and haircuts over the years.) The "mockumentary" parts use the talents of a number of improv actors, playing NOW employees.

The publication started out as a typical hippy-dippy tabloid and has now grown into a publication that circulates 100,000 copies a week and has revenues from advertising exceeding $13 million annually.

The film will be shown on the NOW website one part a week until the full film is released.