It is suggested that one shouldn’t discuss religion or politics at the Thanksgiving dinner table, but as far as IFC knows, these topics are fair game at a film festival, a university hall or a meeting of the local Rotarians.
To create a groundswell of interest in death penalty documentary At the Death House Door, the Independent Film Channel is offering “Screening in a Box” kits, which contain all the fixins for organizing a viewing party and follow-up discussion. The doc profiles Rev. Carroll Pickett, a Presbyterian minister who spent 16 years as the chaplain of a Texas State Prison, where he accompanied the first 95 inmates to the execution room after the death penalty was reinstated in 1977.
The kits, which are available to political, religious, educational and other groups, contain a DVD of the film, postage-paid invitations, promotional posters, planning tips, discussion guides, snack vouchers, customizable press releases and a sample letter to the editor of a newspaper. Enclosed postcards promote tune-in for the IFC airing on May 29. Interested groups can also download the screening materials at a Web site. Partner organizations include the ACLU, Amnesty International, The United Methodist Church, Stanford School of Law, University of Georgia, Church Women United and Tennessee Coalition to Abolish State Killing.
“The goal is for IFC to be a platform where the death penalty discussion can be had,” said Jennifer Caserta, evp-marketing, communications, scheduling and alternative platforms, who expects to reach about one million people with the effort. Marketing agency Civic Entertainment Group, New York, helped implement the program.
In special hearings on punishment, capital, in state capitals, such as Austin, Raleigh and Sacramento, IFC will invite community leaders to view film clips and discuss such issues as wrongful convictions and lethal injection.
Since the state is a “star” of the film and is well known as a convict kill mill, IFC decided Death House should premiere in Texas, too: On March 9, the film debuted at SXSW.
bebenkamp@brandweek.com
Used car king Cal Worthington has long said "I will stand on my head to beat anybody's deal." Then again, he's probably never met Assy McGee, who's already got the bottom's up advantage.
