Loki Mulholland is responsible for an independent movie titled “Believe” that is critical to direct sales companies or in the other words, Multilevel Marketing Companies like Amway Corporation.
 
He did not realize back in 2005 that he was polishing up a satirical mocumentary which criticized founder Dick Devos who was thinking of running for the Governor in the state of Michigan.
 
But the Utah based filmmaker saw a glimmer of chance to influence the upcoming political debate between the two candidates and ride on the momentum of the buzz that Dick Devos’ candidacy is generating, so he brought the movie to the state of Michigan for release.
 
Both Mulholland and the lone cast member on his mockumentary, Danor Gerald, hosted a free showing of the movie Thursday evening, September 28, 2006 at the NGC Theater in Michigan for an audience of about 25 people.
 
The movie was promoted as a “lighthearted film” yet it is filled with satirical moments that surely open up what the world of multilevel marketing is to the masses.
 
The movie “believe” is the first film that Loki Mulholland has made. Mulholland is 34 years old and resides in Orem, Utah, near Salt Lake City. According to Mulholland, he and his partners are planning to show the mockumentary to a much broader audience on October 13, 2006 in Grand Rapids, Flint and Lansing Michigan.
 
Detroit and Arbor will have the chance to watch the film on October 20, 2006. Other cities in the state of Michigan will be considered if the film generates considerable interest on the first showings.
 
The mockumentary tells about the unsuccessful life of Loki Mulholland as a former distributor for Amway. The film has a budget of less than $500,000 dollars back in 2004 and was made about a year before Dick Devos announced his intention of running for the position of Governor in Michigan.
 
Mulholland is not secretive about his apparent disliked for Amway and for Amway’s parent company, Alticor, along with other multilevel marketing companies like Herbalife International,
Mary Kay and Shaklee Corporation to name a few. But in fairness to those companies, he does not mention any of the companies name other than a quick reference to Amway at the end of the film.
 
Mulholland added that what he is criticizing as a whole is the industry and the composition itself, not the people who make a living out of Multilevel Marketing.  He says that he knows that people are only doing the thing they know that will earn them a living in these hard days.
 
The film also portrays things that Amway critics have pointed out over the years such as obsessive-like Amway conventions with bewildering scenes like stacks of motivational tapes that are being shown to attendees and over enthusiastic people cajoling others to join them in this ‘once-in-a-lifetime’ opportunity.
 
If anyone sees “Believe” they will realize that it really does have very few political references and it never mentions anyone that is connected to Amway. In reality the movie will probably be only a minimal factor in persuading those who will vote in the November elections.
 
Incumbent Governor Jennifer Granholm supporters Dan and Peggy Graver of Haslett have taken the time to watch the film and commented that they enjoyed the film although it was not what they were expecting.
 
They thought that it would tackle issues directly with Amway as a company all throughout the film because they really do not believe in Amway and were surprised that it did not.
 
Dick Devos, the president of both Amway and Alticor from the year 1993 up to 2002, has dismissed the mockumentary when he was asked about it. John Truscott, the spokesman for the Devos campaign, said that Mulholland is just riding on the popularity of the gubernatorial race.