Act Of Valor Faces a Unique Marketing Dilemma

The soon to be released film Act Of Valor faces a unique problem: how do you market a film starring people whose identities must be kept secret? The film, which started out as a documentary-style recruiting film, has evolved into a full-fledged action film starring real life active duty Navy SEALs. However, due to the secrecy surrounding the elite group, the identities of the men involved must be kept from the public. This Los Angeles Times article highlights the dilemma "'There's quite a spotlight on a group who have operated for years in silence,' said Terry Curtin, Relativity's president of theatrical marketing. 'We want to respect that and we're operating in accordance with their code for anonymity. We can't entirely trot them out on the 'Today' show.'" The film is instead relying on the recent exposure that the SEALs have gotten in the last year (killing Osama Bin Laden amongst other high profile missions) to get people to see the film.