The documentary leans heavily on interviews with the framework’s co-founders, Tom Dale and Yehuda Katz. Although it’s clearly geared towards those with an interest in programming, it’s not really a “programming” documentary per se. It discusses events and concepts even non-technical people can understand — like the risky decision to leave a stable job to start something new.
The film also does a good job of showcasing the diverse and passionate community behind Ember.js. Although the users aren’t exactly the star of the documentary (like I said, it focuses overwhelmingly on the duo of Katz and Dale), they reach something like “supporting actor” status. And why not? After all, what’s a framework or programming language without its users?
A documentary can change all that, by translating the purpose and story behind a framework into something that’s digestible and engrossing. It can also spread the word beyond the usual constituencies of developers and designers, giving ordinary folks an understanding of the tech that powers the products they use.
These companies want their pet projects to attract enthusiasts, who may contribute to the development of the framework. Getting the news out there with a viral documentary could well facilitate that.