Now that award season is here, it seems fitting that the pharma industry has announced the production of a new film. Wait, did I just write that? Yes, as did a slew of other surprised bloggers this week. Pharma is going Hollywood. On Jan. 7, 2010, the New York Times reported that GlaxoSmithKline (London) is teaming with an Academy Award-winning director (yet to be named) to produce a documentary about obesity and weight loss. The motive: GSK happens to manufacture the weight-loss drug orlistat. FDA approved the drug for prescription purposes in 1999 (marketed as Xenical) and then as an over-the-counter (OTC) product in 2007 (marketed as Alli). European regulatory authorities followed with their approval for OTC marketing in early 2009.

A bit of controversy has surrounded orlistat, and not just because it’s the first-ever FDA approved OTC weight-loss drug. The agency initiated a safety review of orlistat in August 2009 based on adverse-event reports related to liver damage. Although the review is ongoing, FDA has advised patients to continue using the product, as no direct link between the drug and liver injury has been found to date.

To lend credibility to the drug manufacturer’s role in a weight-loss film, GSK is bringing in Creative Coalition, a nonprofit social and political advocacy organization, says the NYT article. Whether or not the documentary turns out to be an infomercial remains to be seen, but Pat Aufderheide of American University’s Center for Social Media told the NYT that, “we can’t think of this in the old way we used to.” Social media tools such as blogs, widgets, and online videos are being used more strategically these days, notes the NYT article. And FDA too is changing the way it—and industry—must look at and use social medial tools to distribute information or promote products to consumers. The agency held a major public hearing on the subject in November (presentations from that meeting are available on the FDA website.

Back in 2004, the diet-based documentary, Super Size Me, squelched American’s appetite for fast-food. It didn’t take long for McDonald’s to revamp its marketing campaigns and menus to feature more salads and lean chicken. Even kids’ happy meals offer apple slices instead of French fries these days. It will be interesting to see whether GSK’s film has any effect on consumers’ willingness to try a new weight-loss drug. Perhaps the manufacturer should consider partnering with Nintendo Wii, too. The Wii Fit game as a weight-loss tool is growing more popular by the minute and with so many people working out in front of their televisions, who will have time to watch a documentary anyway?