An exclusive Central Coast premiere for an award-winning independent feature film shot entirely in Cambria is set for July 6 at the Bay Theatre in Morro Bay.
The Strawberry
—written by Cambria screenwriter Steve Brody and directed by Cambria brothers Carlos and Kyle Plummer using a mostly Central Coast cast and crew, won four awards across its first two film festival appearances this year. In April it won Best U.S. Feature and Best Actor awards at the Desertscape International Film Festival in St. George, Utah, and Central Coast Filmmaker Showcase Best Film and Audience awards at the San Luis Obispo International Film Festival.
Julian Mercado Avila, who was raised in Cambria, c0-produced the film with Darien Jewel through his Central Coast/LA-based production company Slabtown Studios. Avila says he hopes the screening sparks meaningful conversations around the themes at the heart of the film: family, love, and dying with dignity.
The Strawberry is based on the true story of a man (played by Mike Farrell of the M*A*S*H TV series) who receives a terminal diagnosis and sets out to make peace with his broken family and rediscover the joy he long overlooked. As old wounds begin to heal and new bonds form, he learns to cherish the sweetness right in front of him and to say goodbye on his own terms.
The film has resonated with audiences and film festival jurors alike, earning near-perfect scores from viewers on both IMDb and Letterboxd.
“Right now we’re focused on taking the film on the road,” Mercado Avila says. “We’re partnering with organizations like Compassion & Choices to roadshow The Strawberry in cities across the country, using it as a vehicle for spreading awareness around end-of-life issues. The goal is to create less of a traditional theatrical screening and more of an experience, one that gives families the permission and space to have the difficult conversations we see Herb and his family navigating in the film.”
Following the Central Coast premiere, The Strawberry continues its special screening tour with a second event at the iconic Orinda Theatre in Orinda, California on August 10. Ultimately, Mercado Avila says, their goal is to secure international streaming distribution.
Tickets for the one-night-only special event screening in Morro Bay are available online and include a red carpet arrival, filmmaker meet-and-greets, a Q&A session, photo opportunities, and an exclusive behind-the-scenes short film.
Mercado Avila says the full roster of cast and crew attending the event isn’t confirmed yet, but directors and producers certainly will be there. “Mike Farrell will attend as many [screenings] as he can,” he adds.
General admission is $25. VIP tickets are $45 and include photos on the red carpet, mingling with cast and crew, seating priority, a glass of wine or beer, and free memorabilia.
Editor’s Note: Read David Congalton’s review of The Strawberry when it screened at the SLO International Film Festival in April.