Free July 4 screenings for active duty members, vets and families may get struggling movie some good word of mouth
Sony's free July 4 screenings of "White House Down" drew more than 100,000 active and veteran members of the military, according to the studio. Intended as a tribute to American servicemen and women, the screenings could also give the film some much-needed buzz.
The big budget action movie, which stars Channing Tatum and Jamie Foxx as America's only hope against a terrorist attack, has not done well at the box office so far. It premiered behind 'Monsters University,' 'The Heat,' and 'World War Z' in its opening weekend, earning just $25.7 million. Its budget was estimated to be north of $150 million.
The film managed to take $3.5 million from paying customers on Thursday as well — an increase of 32 percent from Wednesday, though Thursday was a holiday and Wednesday was not. Sony hopes the increase means "White House Down" may staying power at the box office, pointing out that it received an A- Cinemascore.