Let’s be honest for a minute here: White House Down was a disappointment. Not even taking into account its merits for individual people, the Channing Tatum, Jamie Foxx starring film flat out under-performed like crazy at the box office. It opened at #4 this past weekend with a measly $25 million to show for itself and looks to not make nearly the July 4th cultural impact its very distant cousin, Independence Day (both directed by Roland Emmerich), had in the summer of 1997.
This can surely be attributed to a number of things: uneven trailers, an odd tie in with the NBA Playoffs and Finals and getting the proverbial “sloppy seconds” in terms of the President/White House-is-in-trouble genre flick of the summer. Whatever the reason, I think its safe to say it can be considered a flop.
But Sony is at least putting it to some good use this week.
Columbia Pictures and a number of theater chains (notably Cinemark, Regal Entertainment Group, AMC Theatres, and Carmike Cinemas) have teamed up to offer a special promotion for the heroes who serve and have served in the United States military.
Here is president of worldwide distribution for Sony, Rory Bruer’s press release, per The Wire:
We think ‘White House Down’ is the summer’s best action movie, so on July 4th, we’re inviting all active duty and veteran military personnel to bring a guest and see it for free. It’s a great way to celebrate the holiday and to honor and thank the troops for their service to our country.
This is a very touching and admirable move from the studio. Our men and women in uniform sacrifice so much in defense of our country and while a free movie seems like a small gesture, it’s a sincere one and something other studios ought to emulate in the future.
Way to go, Sony.