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[infowar.de] Enduring Freedom jetzt als Werbetrailer in den US-Kinos
Werbetrailer der Streitkräfte nun in den US-Kinos, allerdings nicht
derübliche Rekrutierungsfilm um neue Soldaten anzuwerben, sondern ein
Rekrutierungsfilm für die Rekrutierung der öffentlichen Meinung
PS: den Trailer (4min) gibt es hier:
Los Angeles Times
October 15, 2002
Military Using Its Promotional Arms In Theaters
By Dana Calvo, Times Staff Writer
Aware that Americans' perception of war gets fuzzier with each generation,
the Marines and Navy have joined forces for the first time to produce a
polished four-minute, 48-second movie trailer full of Hollywood-style scenes
and sound bites from the war on terrorism.
Until the trailer debuted last month at theaters in Southern California, New
York and Denver, moviegoers had not seen a rah-rah military booster film
since World War II.
"Enduring Freedom: The Opening Chapter" cost the military $1.2 million to
make. The high-quality mini-movie is designed to bolster civilian support
forthe armed forces.
"The piece doesn't ask anyone to make a judgment or take an action," said
thetrailer's creator, Lt. Col. James Kuhn. "It's just saying, you're a
taxpayer, here's a meaningful look at the military."
Regal Entertainment Group, which as the nation's largest theater chain owns
aquarter of the screens in the country, now is showing the trailer on 800 of
them. A company spokeswoman said that it has received some complaints but
that it is getting mostly favorable reviews.
On Monday morning, the company issued a statement that read, in part: "The
first year of the war against terrorism has required the great sacrifice of
many men, women and their families. Regrettably, the American public's
recognition of the accomplishments and sacrifices of these young patriots
hasbeen short-lived. It was our intent to inform and educate the public with
this film. It is not intended to be propaganda."
The images are proving disturbing to some, however. One moviegoer, Lori
Yonan, 39, a publicist for the Cerritos Center for the Performing Arts, was
settling in with her young daughters for a Sunday matinee of "Jonah: A
VeggieTales Movie," a G-rated children's movie, when the trailer aired.
"My girls are 4 and 7, and when that trailer came on, they saw the World
Trade Center twin towers crashing down on Sept. 11," she said. "This was
before a G-rated movie, targeting kids younger than 7 years. It's a bunch of
vegetables telling Bible stories."
"Enduring Freedom," which is also the name of the Pentagon's campaign
againstterrorism, could play on all of Regal's 4,000 screens by the end of
next year. This week, the military is awaiting opinion poll results from
theatergoers who saw the trailer.
For Regal, "Enduring Freedom" is a patriotic rollout of its new $65-million
digital network, which the company aims to implement nationwide by the end
The digital network enables Regal to download advertisements and trailers
from a satellite on an individual screen basis. The technology made it
attractive to the military because it avoided the distribution costs of a
It offers a business upside for the chain too. "The ads we show now have not
been really satisfying for us, financially," said Lauren Leff, Regal's vice
president of communications. "We have static slides or commercials they made
for television that they are transferring to a 40-foot screen."
In addition to playing before some children's flicks, "Enduring Freedom" has
been shown before films that include "The Four Feathers" and "Sweet Home
The trailer was made by American Rogue Film in Santa Monica, which took
studio-based cameras and modified them into hand-held equipment to take on
location and into battle.
"We trained 12 cameramen from [the] Marines and Navy and picked four of
them.They had to have good eyes and be technicians. We had to feel secure
that if one of these cameras broke on a carrier, they could fix it," said
Lance O'Connor, owner of American Rogue Film and one of the trailer's
The camera crews went with two anti-terrorist squads onto the Indian Ocean
and into Kabul, Afghanistan. They also shot off Hawaii; at Twentynine Palms;
Yuma, Ariz.; and at bases in Norfolk, Va.
After several months, they had 250 hours of footage; the leftovers will be
crafted into recruiting commercials and DVDs. The technology, O'Connor said,
was superior to anything his company has done for the military in 10 years
ofadvertising campaigns. For starters, Raytheon designed infrared lenses to
put on the cameras, so footage of U.S. troops taking over Kandahar,
Afghanistan, at night enables glimpses of what O'Connor described as "real
Taliban in there."
HSFK Hessische Stiftung für Friedens- und Konfliktforschung
PRIF Peace Research Institute Frankfurt
Leimenrode 29 60322 Frankfurt a/M Germany
Tel +49 (0)69 9591 0422 Fax +49 (0)69 5584 81
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