Oct. 11: Netflix to Debut Documentary on Juul Labs

The Netflix documentary Big Vape: The Rise and Fall of Juul will premiere on Oct. 11. Netflix states the docuseries is “a scrappy electronic cigarette startup becomes a multibillion-dollar company until an epidemic causes its success to go up in smoke.”

Helen Redmond of Filter wrote that she was prepared to hate-watch the docuseries, directed by R.J. Cutler, in her review of the show.

“The name alone pissed me off because of its implied conflation of Juul, which is not a tobacco company, with ‘Big Tobacco.’ The trailer is a feverish montage of talking heads and voiceover accusing the company of being ‘wildly irresponsible,’ photos of hospitalized patients with bloody chest tubes, and a clip of James Monsees, one of Juul’s founders, being called ‘a marketer of poison to young people’ at a congressional hearing,” she wrote.

She also states that she “was happily shocked” when the series presented a alternate viewpoint.

The docuseries is based on TIME journalist Jaime Ducharme’s book, Big Vape: The Incendiary Rise of Juul.