The story behind this 40-year-old, family-owned soap company is a lot more interesting than one would expect from, well, a soap company. Take the company’s late founder, Dr. Emanuel Bronner, who claimed to be Albert Einstein’s nephew, escaped a mental institution in 1947 and published his teachings, dubbed “The Moral ABC,” on all of his soap products. The documentary uses old video footage and interviews with the man himself, his family and fans of the soap to examine Bronner’s life goal, which was “to unite all mankind free.”

Shelf Talk: Those who are ardent users of Bronner’s soaps will have the most interest in this film. Viewers of such business-minded documentaries as Wal-Mart: The High Cost of Low Price also might enjoy Magic Soapbox, which documents a company on the opposite spectrum of Wal-Mart in being socially responsible to its employees and community (the Bronner family donates nearly 70% of its profits to charities). Cross-promotional displays of the title and the soaps could froth into some added interest.