July 3rd, 2013
10:02 AM ET
Studio Sony Pictures announced Tuesday that both active military members and veterans can make a trip to the theater to see "White House Down" free of charge on July 4 at participating theaters.
As long as the moviegoer has their military ID on them, they can line up for a showing at any Regal Entertainment Group, AMC Theatres, Cinemark Theatres, or Carmike Cinemas theater, and they can also bring along one guest.
The offer's only valid on the Fourth of July, however, and seating is going to be on a first-come, first-serve basis.
Directed by disaster-film guru Roland Emmerich, "White House Down" stars Channing Tatum as a police officer who's itching to join the Secret Service but doesn't make it past his interview. Not wanting to disappoint his daughter (Joey King), he takes her on a tour of the White House just as mercenaries descend upon 1600 Pennsylvania Ave. That somehow leaves Tatum's character as the one in charge of protecting the president (played by Jamie Foxx), his daughter and the country.
While Sony, of course, thinks "White House Down" is "summer's best action movie" - and thus why they've selected it as a show of gratitude to the nation's troops - moviegoers haven't been as enthusiastic.
The flick performed below expectations when it bowed on June 28, pulling in $24.8 million for its debut weekend. With serious competition from Melissa McCarthy and Sandra Bullock's buddy cop comedy "The Heat" and Brad Pitt's "World War Z," plus the family friendly movies "Monsters University" and "Despicable Me 2," the hope that "White House Down" will be another $100 million moneymaker for star Tatum is looking like a stretch, industry observers say.
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