As a promotion of their new 'ice beer' Molson sponsored a promotional event, the 'Polar Beach Party', on the shore of the Arctic Ocean. 500 contest winners, across North America, would be Molson's guests for a private rock concert featuring free beer, and a lineup of big rock bands. The combined visitors, gate-crashers, bands, roadies and Molson hosts were comparable in number to the citizens of Tuktoyaktuk. Tuktoyaktuk is a 'dry' community. The visitors were insensitive. The film crew captured these tensions.
When Felix and Celine leave the theater, in the window, we see a poster for the movie Loi du cochon, La (2001) which was also directed by Eric Canuel. We also see a poster for the movie Mystérieuse mademoiselle C., La (2002), released by Vision 4.