The film follows the pop star Justin Bieber during 10 days counting down to what is considered his most prestigious performance, that of August 31, 2010 in Madison Square Garden, sold out in 22 minutes. It shows footage of the performances during this period from his My World Tour. It shows excited female fans (mostly young), and several instances of the "One Less Lonely Girl" routine of inviting a girl on stage to be the object of his affection, and of surprising random girls with free tickets to his concerts. The main people around Bieber, being like family and good friends to him, are interviewed, but Bieber himself is not. Various instances of praying together before a show are shown.
Also included are some of the story and old videos of Bieber's childhood. He was raised by his mother but also had a very special bond with his maternal grandfather. The latter still gets emotional about the time that Bieber and his mother moved to Atlanta.
On August 2, 2010, Deadline.com reported that Paramount Pictures was prepping a film featuring the singer. The website also reported that the film, described as a "feature biopic" would be directed by the Academy Award-winning An Inconvenient Truth's director Davis Guggenheim. The untitled film was said to also include performances from Bieber's My World Tour throughout. Bieber's manager Scooter Braun and Island Def Jam president L.A. Reid were tapped to produce, and the film was tentatively given a Valentine's Day 2011 release date. After the report was published by Deadline, Bieber confirmed the news on his official Twitter account, and verified that it would be released around February 11, 2011. In a following tweet, Bieber stated that the performances for the film would be those set to take place at Madison Square Garden on the tour. On August 4, 2010, Deadline reported that Guggenheim had dropped out of the directing position for the film, in order to concentrate on promotion for Waiting for "Superman".
After the future of the film was up in the air for a few days, on August 13, 2010, it was reported that Step Up 3D director Jon Chu was recruited to direct the film. On directing the film, Chu stated that he "jumped at the opportunity to tell a story with honesty and heart", as most people did not know that Bieber had a "true underdog story." Chu went on to say that he hoped to tell his story in a "compelling, genuine way, using all source materials available to convey his tale of becoming an icon for this digital age."
In another interview, Chu said that the movie was for fans and non-fans alike, commenting, "we're gonna tell the underdog story of where he came from." He later explained that it was fascinating due to Bieber's story had much to do with the modern "digital lifestyle", such as using YouTube, and how it is "a pretty cool story for our time." On the type of film, Chu said "There's not going to be acted-out scenes and I can't talk about the rest. It's not your typical concert film and it's not going to be a biopic, but it is about his life."
"We had this sort of hyperlink idea through the film, which is what makes it really an interesting movie, It's not like the other concert films where you are onstage and then go backstage and then onstage and go backstage. It's not just the concert ... this is a musical movie, when words aren't enough in telling the stories of his life, [we use music]."
On August 24, 2010, on Twitter, Bieber and Chu announced that fans could enter a contest to be a part of the movie by sending a home video singing Bieber's "That Should Be Me", or they should "Show us how 'U Smile' " by sending in a photo or video. The contest lasted for twenty-four hours. On August 31, 2010, filming took place at his concert at Madison Square Garden for scenes for the film, and Bieber donned white and purple attire, his tour colors. Bieber performed his set list, and in addition to opening acts the Sean Kingston and Jessica Jarrell, Iyaz, Boyz II Men, Usher, Miley Cyrus, Ludacris and Jaden Smith appeared and performed songs with the singer. In a review, Jocelyn Vena of MTV News said "Any signs that Bieber had fallen ill only two days before weren't remotely evident. He turned his swag on [...] for the cameras filming the show for his upcoming film. In explaining the film's plot, Chu said that the film's plot was like a "hyperlink", unlike other concert films which only saw music and backstage action, but told the story of the rise of his career, and "stories of his life", using music. The director further explained, "You know, if he's talking about his youth and talking about his magnetic smile, you start to hear 'U Smile' start to creep in the background and the underscore ... you see images from his life, and at the end of that song, the spotlight from the number connects with the spotlight of his tour bus and he goes back into his bed." On the film's direction toward his haters and naysayers, the director commented that the top thing they wanted in the film was "honesty", explaining "People have a very preconceived notion of Justin Bieber and people can think whatever they want, but we wanted to show the honest other side of Justin." At the Los Angeles signing of his novel, Justin Bieber: First Step 2 Forever: My Story, Bieber said that with the film, he wanted to "let people know there's a lot of people that are discouraging in life and that will tell you you can't do something, but you just got to remember that the sky's the limit." He went on, explaining, "You're able to do whatever you set your mind to as long as you remember to keep God first and stay grounded. So I think the movie really explains that, and it's really inspiring." Chu echoed similar sentiments, commenting "Every step, everyone's always said, 'No, no, no, no.' And he's always said, 'Yes, yes, yes.' And that sort of 'never say never' idea is conveyed in the trailer." According to the director, the "power" of the movie "to help inspire kids to follow their dreams, and anyone really, kid or adult" noting that it could be a "family journey." On October 13, 2010, Chu tweeted to send Bieber's fans on an Internet scavenger hunt to solve the puzzle of the movie poster, which would in turn reveal the title of the film. Pieces of the puzzle were revealed by celebrities such as Usher, Ellen DeGeneres, and Ryan Seacrest, and Bieber's manager Scooter Braun. The final piece was revealed two days later, tweeted by USA Today, and it revealed the movie's title, Justin Bieber: Never Say Never.
Also included are some of the story and old videos of Bieber's childhood. He was raised by his mother but also had a very special bond with his maternal grandfather. The latter still gets emotional about the time that Bieber and his mother moved to Atlanta.
On August 2, 2010, Deadline.com reported that Paramount Pictures was prepping a film featuring the singer. The website also reported that the film, described as a "feature biopic" would be directed by the Academy Award-winning An Inconvenient Truth's director Davis Guggenheim. The untitled film was said to also include performances from Bieber's My World Tour throughout. Bieber's manager Scooter Braun and Island Def Jam president L.A. Reid were tapped to produce, and the film was tentatively given a Valentine's Day 2011 release date. After the report was published by Deadline, Bieber confirmed the news on his official Twitter account, and verified that it would be released around February 11, 2011. In a following tweet, Bieber stated that the performances for the film would be those set to take place at Madison Square Garden on the tour. On August 4, 2010, Deadline reported that Guggenheim had dropped out of the directing position for the film, in order to concentrate on promotion for Waiting for "Superman".
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"We had this sort of hyperlink idea through the film, which is what makes it really an interesting movie, It's not like the other concert films where you are onstage and then go backstage and then onstage and go backstage. It's not just the concert ... this is a musical movie, when words aren't enough in telling the stories of his life, [we use music]."
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