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About the movie

A French documentary directed by Ghyslain Armand and Sébastien Duijndam. A Vapexpo’s production in partnership with the Vaping Post. Watch trailer.

Release date
On social networks in September 2016.


With more than 6 million deaths per year worldwide, tobacco use is the major cause of prematured mortality in the world. WHO estimates that half of current tobacco users die from a disease caused by their addiction.

The electronic cigarette, that contains no tar, produces no carbon monoxide or fine particles, is a significant step for risk reduction. The health authorities, even when not radically opposed, remain very cautious with this new device. Against a backdrop of scientific and political war, the electronic cigarette is currently shaking up public health codes.

Ghyslain Armand et Sébastien Duijndam at the Vapexpo 2015 event in Paris.
Ghyslain Armand and Sébastien Duijndam at the Vapexpo 2015 event in Paris.

Beyond the cloud is a socially-aware documentary that witnesses societal changes that arouse with the emergence of the electronic cigarette. Smokers, but also dual users and vapers, whether enthusiastic or worried, open up to our camera. In order to see more clearly into this phenomenon, a renowned sociologist also decrypts the societal trends associated to the e-cigarette.

In the second part of our documentary, we give the speech to international experts, physicians, researchers and health professionals, who got interested in this topics. From a scientific angle, our camera captures the future challenges to take up in the framework of risk reduction.

Political and public health opennesses conclude the overview of this topic. Leading figures, struggling to modernize our political systems, are facing legal constraints and share with us their doubts and hopes. They are the witnesses and the actors of a societal evolution that has been swept by our camera.

Cheered as a miracle by customers, the e-cigarette also appears as the new devil. Beyond the cloud takes you on a journey that, we hope, will help you form your own opinion on the e-cigarette, which might actually be the hottest topic of public health.

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8 years ago

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