Aisle C Productions (a full service production company focused on original entertainment) is proud to announce the launch of Escape Fire: The Fight to Rescue American Healthcare. After two years of production, the documentary will premiere at Sundance Film Festival.
Inspired by Donna Karan and her Urban Zen Foundation, Aisle C partnered with filmmakers Matthew Heineman and Susan Froemke to produce the film. Sundance predicts Escape Fire is “destined to be hailed as a definitive film on American healthcare.”
A look at our medical symbols shed a powerful light on the impetus behind the documentary film. The “caduceus”, an image of a rod wrapped in two intertwined snakes and topped with wings, is widely associated with healthcare. The caduceus was the trusted staff of Hermes – the god of war and protector of merchants and thieves – and by origin represents commerce, not medicine.
This symbol is widely used by commercial healthcare organizations, notably the pharmaceutical industry and the U.S. government.
What we see in our healthcare system today is, sadly, well represented by the caduceus symbol. The words caducity and caducous are associated with temporality, frailty and perishability, while the medical profession should espouse longevity, vitality and health.
Escape Fire hopes to shed light on these weaknesses and evolve the discussion around healthcare, to bring about “high-touch, low-cost, preventive methods of healing into our high-tech, costly system”. The filmmakers aim to bring our focus onto healthcare, not disease-management, and to patients instead of profits.
Sundance Film Festival’s senior programmer David Courier touches on the immediacy of the film’s message, saying “I think Washington needs to see this film, desperately.”
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