By Matt Wilson | Posted: January 20, 2014
The movie “12 Years a Slave,” an Oscar favorite, reopens in theaters Monday. It’s no accident that the film about the racial history of the United States is coming back to theaters on Martin Luther King Day. In fact, the studio behind the movie, Fox Searchlight, is using it for promotion.
The reaction to the timing of the re-release and the studio’s accompanying video, which includes clips from King’s “I Have a Dream” speech, has been positive. All the Facebook comments about it mention how great the movie was.
When it comes to MLK Day brand marketing, Fox Searchlight’s efforts seem to be the exception, not the rule. Quite often, it’s ill-advised.
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