'Battleship' Partners With Navy, USO

'Battleship' Partners With Navy, USO

We have to assume the Navy and the USO have either seen the film or at least read the script, so it’s great news that both have — along with a number of corporate sponsors — enthusiastically joined the film’s promotional campaign.

Via DHD, here’s the the relevant portions of the press release.

LOS ANGELES, CA, March 27, 2012–Universal Partnerships & Licensing (UP&L) today announced it has partnered with some of the world’s most well-known brands in a historic promotional campaign to support Universal Pictures’ epic action-adventure “Battleship”. Initiatives to promote the upcoming film from director Peter Berg (“Hancock”) include unprecedented partnerships with key national brands. …

“Peter’s mastery of all things military has also helped us gain critical support from the USO and the U.S. Navy, and we’re so proud to partner with them on programs that celebrate these crucial organizations.” …


Emphasizing the U.S. Navy’s recruitment initiatives,”Battleship” will have exposure across the country through in-cinema advertising focused on the real men and women of the Navy. Social media efforts will be found on Navy’s YouTube Channel and on multiple Facebook pages discussing life and careers in the Navy.


Highlighting its mission to lift the spirits of troops and their families, the USO, in a global cross promotional effort with Kraft, Coke Zero and Subway, will launch a PSA campaign honoring the “real heroes” -all of those who serve in the U.S. military. USO’s ON*PATROL Magazine will include an editorial interview featuring director Peter Berg. “Battleship” trailers and film posters will be seen at more than 100 USO locations worldwide. Digital presence will occur through social networking on Facebook, as well as the USO’s national and local center pages.

Berg and the studio have already gone out of their way to show respect and appreciation to the military.

What’s going to be fun is listening to the critics betray their anti-American, anti-military colors as they howl over the idea of a Hollywood blockbuster being used as a military recruiting tool. These, of course, will be the same people who have no problem with film after film recruiting young people into loveless sex, recreational drug use, and anything involving saving Mother Earth from big bad America.

Though I absolutely hated the ending of Berg’s “The Kingdom,” he most certainly has a track record of treating the men and women who wear this country’s uniform with the dignity and reverence they deserve.

The bigger picture here, though, is that Hollywood has apparently figured out that the trashing of America’s heroes is box office poison (not that that will stop them), and that honoring them is excellent public relations.

Goodwill matters.