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Hollywood Takes Another Shot at Educators

Won't Back Down, a fictional account of parents seeking to transform a school in Pittsburgh, opens in theaters across the nation on Sept. 28. The movie is produced by Walden Media, which produced the notorious Waiting for Superman.

Like SupermanWon't Back Down negatively depicts teachers and their unions, and is already being used by so-called "reformers" -- Michelle Rhee included --to leverage the star-power of this much-discussed film to push for anti-union and anti-public education laws across the country. However, unlike the Superman movie, this is a big extravaganza with top Hollywood actors and millions of dollars invested to ensure box office success. Screenings of the film already have been held at conferences and fundraisers across the nation, and other major events are planned to promote the film prior to its Sept. 28 premiere.

Meanwhile, Walden Media and Walmart have partnered to put on a high-profile benefit concert around the movie. The Aug. 14 concert -- "Teachers Rock" -- hosts a number of big names from the music and film industries and will raise money for groups such as Donors Choose and Teach for America. CBS is scheduled to televise the Los Angeles show, which is expected to further promote the movie and its anti-union, anti-public education message.

Over the next few days and weeks, NYSUT -- with the assistance of the National Education Association -- will share strategies to assist locals with addressing members' concerns and the issues raised in the film. The resources are also designed to help engage parents and community members in a discussion that brings attention to real partnerships among unions, educators and parents to improve schools across the country. These resources will include:

  • suggestions for an overall strategy to proactively engage key audiences (e.g. members, parents, community members) around the movie;
  • suggestions for tactics to undermine anti-union attacks attached to the movie;
  • suggestions for tactics to inform allies (particularly parents) on pro-private education policy, school choice and other issues raised in the movie; and
  • message guidance, talking points and materials in support of these tactics.

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