Selling 'Act of Valor': How a Targeted Marketing Campaign Led to a Big Opening Weekend

With more than 400 pre-release screenings, the studio set its sights on the military community, video gamers and young males to help a little film with no stars generate a big opening weekend.

It has no major stars, isn’t a sequel and wasn’t based on a best-seller, TV show or video game. Yet Act of Valor opened atop the North American box office with an impressive $24.5 million -- despite competition from the Academy Awards and NBA All-Star Game.

The big opening weekend for the action pic starring real Navy SEALs can be traced in part to a highly-targeted marketing campaign by distributor Relativity Media that cultivated support from the military community, video game fans, fickle

Relativity Media Leverages Promotional Support Via Marketing Partnerships for Navy SEAL Action-Thriller Act of Valor

Groundbreaking film debuted as No. 1 Movie in America  

(Beverly Hills, Calif.) February 28, 2012– Relativity Media forged an innovative and robust promotional campaign with top companies on behalf of its Navy SEAL action-thriller Act of Valor. The studio leveraged marketing support through ten unique partnerships for the film including social media integration, product placement, retail promotions and word-of-mouth screenings. The Bandito Brothers’ Act of Valor took the No. 1 spot in America in its debut when it released nationwide on February 24^th. The adrenaline-fueled

FOR IMMEDIATE RELEASE                                                                              Press Contacts:

February 27, 2012                                                                            

  Relativity Music Group to Release Soundtrack of Relativity’s Navy SEALs Action Thriller Act of Valor, Featuring Original Songs from Some of Today’s Top Recording Artists

Pre-Order of Album Available On The iTunes® Store Now

Soundtrack available by Capitol Records Nashville on February 21, 2012

(Beverly Hills, Calif.) January 31, 2012– Relativity Music Group is pleased to announce the release of the soundtrack for Relativity Media’s adrenaline-fueled Navy SEAL action-thriller Act of Valor, featuring brand new original songs written and inspired by the film from today’s top recording artists including: Keith Urban, Lady Antebellum, Sugarland, Trace Adkins, Wynonna Judd, Montgomery Gentry, and more. In theatres February

FOR IMMEDIATE RELEASE                                                                                                       Relativity Press Contacts:

January 5, 2011