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‘X’ wins marketing award

The Film Information Council voted Warner Bros.’ “Malcolm X” its third monthly FIC Excellence in Film Marketing Award.

The organization, composed of entertainment marketing exex, selected the biopic about the 1960s Black Muslim leader from a list of five films released in November.

“Malcolm X” won over “Bram Stoker’s Dracula,””Home Alone 2: Lost in New York,””The Bodyguard” and “Aladdin.”

FIC exec chairman Dick Kahn said the group concluded that “Malcolm X” represented the most difficult marketing challenge of the films in contention.

A historical bio is always a tough sell, said Kahn, but this one especially so since the studio had to convince the public to spend 3 hours and 21 minutes with an extremely controversial character.

Warners built awareness for the film through front-page newspaper stories and a cover piece in Newsweek, among other publications. It also communicated Malcolm’s charisma, Kahn said.

Last month, FIC selected Columbia Pictures’ “A River Runs Through It” as its October winner. The first honor, in September, went to 20th Century Fox’s “The Last of the Mohicans.”

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