Castlewood Productions is pleased to announce the world premiere of its new documentary YOU’RE SOAKING IN IT, a chilling look at the dangers of advertising in the age of algorithms. The film opens on Friday, April 28, 2017 @ 6:15 PM ET at the TIFF Bell Lightbox Cinema, and will be screened 2 more times through the HOT DOCS Festival. Executive Producer of YOU’RE SOAKING IN IT is Castlewood’s Andrew Burnstein, while the feature documentary was Produced and directed by award-winning filmmaker Scott Harper (Clara’s Big Ride, The Secret Life of Pigeons, The Age of Anxiety).

Executive Producer Andrew Burnstein says audiences will be shocked, “If you think you know about big data, think again. This film will open your eyes to what even industry insiders call ‘the wild west’ of advertising, a whole new, deeper level of personal profiling and targeting, all aimed at knowing you better than you know yourself.” Is it good, bad, invasive, convenient – or, simply the price we pay for a free internet?

What was quaint is now quantifiable. What was once best guesses and creative leaps is now precise, targeted surveillance and ‘Big Data,’ rooted in hard science, complicated math and artificial intelligence. The data used to make ads now is often very personal information tailored to influence you at the precise moment you are most ready to spend. Depending on your personal view, this could either be the height of convenience … or a frightening end to private, respectful society.