Whoever is running the public relations campaign for the upcoming Christian Bale movie “Rescue Dawn” sure knows what they’re doing. From the trailers to the artwork to the release date to this latest media PR move — showing the film to American troops in Iraq. The guys behind “Rescue Dawn” know that opening the film on July 4th won’t make a dent in “Transformers” at all, but they’re counting on the patriotic moviegoers — the adult audience that has no interest in seeing giant alien robots duking it out. Pure counter-programming at work. I’m not saying it’s going to work, but I am saying there was no other move they COULD have gone with.
The press release:
Will help AmericaÂ¹s troops overseas celebrate Independence Day this year by screening the studioÂ¹s Vietnam War biopic Rescue Dawn in Iraq. On July 4, 2007, over 2,000 troops stationed at Camp Anaconda, a large U.S. base near Balad, will screen the film highlighting the amazing life of Dieter Dengler, the only American to ever break out of a POW camp in the impenetrable Laotian jungle during the Vietnam War. The film, which will also be released in Los Angeles and New York on July 4th, will be introduced with a taped message to the troops from the filmÂ¹s lead actors Christian Bale, Steve Zahn and Jeremy Davies. Rescue Dawn will expand its release domestically in ten markets on July 13, 2007 and release wide on July 27, 2007.
MGM arranged the Rescue Dawn screening in Iraq through the motion picture team of The Army & Air Force Exchange Service (AAFES), a division of the military which provides products and services to military families worldwide and generates earnings to supplement military morale, welfare and recreation programs.
“We are proud of our troops in Iraq and we wanted to do something special to honor their commitment,” said Rick Sands, MGMÂ¹s Chief Operating Officer. “Screening a film about Dieter’s heroic life on Independence Day could not be more appropriate to show our thanks to the brave men and women overseas.”
“Given the extraordinary heroic story that this film portrays, I can think of no better venue to show it to America’s warriors than Camp Anaconda in the heart of Iraq,” said AAFES’ Chief of Communications Lt. Col. Dean Thurmond. “We are gratified and thankful to the distributor, producers and cast of this film for remembering our troops and giving them the opportunity to see this film.”
Legendary director Werner Herzog (Grizzly Man, Fitzcarraldo) and starring acclaimed actor Christian Bale (Batman Begins, The Prestige), Rescue Dawn is the true story of a Dieter Dengler who, from the depths of total darkness, blazed his own willful path to freedom. Dengler, a German-American Navy pilot, received numerous honors for his heroism including the Navy Cross. An inspirational action-adventure and a stark epic of survival, Rescue Dawn reveals how Dengler relied on his courage, endurance and tenacity to find his way home.
“Rescue Dawn”, starring Christian Bale and Steve Zahn, opens July 4th just in time for the fireworks.