Columbia Pictures honors Military Veterans with free screening of White House Down on July 4th!

In a very cool move by Columbia Pictures, the studio is partnering with a number of theater chains to offer a free screening of Roland Emmerich‘s WHITE HOUSE DOWN, starring Channing Tatum and Jamie Foxx, for active duty and military veterans and one guest on Thursday, July 4th. As a veteran, I think this is a very cool offer and not a bad marketing move for the studio, especially with the film not performing as high as expected. Participating theater chains include Regal Entertainment Group, AMC Theatres, Cinemark Theatres and Carmike Cinemas with seating on a first-come, first-served basis. 

“We think ‘White House Down’ is the summer’s best action movie, so on July 4th, we’re inviting all active duty and veteran military personnel to bring a guest and see it for free. It’s a great way to celebrate the holiday and to honor and thank the troops for their service to our country,” said Rory Bruer, president of worldwide distribution for Sony.

I think this is a great way to thank those who serve their country and hopefully military members and vets will take Sony up on their offer (if they’re not busy with fireworks and barbecues that is). Movies are the biggest pastime for deployed soldiers, sailors, and airmen around the world and this move by the studio is a cool nod to that. For each of my deployments, no matter how bad things got, being able to escape into a movie when the opportunity arose was a saving grace. Hat tip to you, Sony.

Check local listings for showtimes and check out the trailer for WHITE HOUSE DOWN below!