‘Battleship’ marshals military interest

Eventful tie-in to bring pic to 10 military bases before U.S. bow

Universal’s “Battleship” is already setting sail overseas this week, but Stateside moviegoers can begin voting online today to bring the tentpole to 10 U.S. military bases ahead of the pic’s May 18 domestic bow.

U, along with digital media company Eventful, organized the military tie-in promotion whereby potential moviegoers — military or civilian — will vote using the online “demand it” service that achieved prominence with “Paranormal Activity.”

Eventful has identified on its site nearly 300 U.S. military bases to choose from, though voters can nominate additional bases not listed. “Battleship” will screen May 15-17 at the theater located nearest to the 10 bases that receive the most votes by May 8.

Eventful CEO Jordan Glazier said “Battleship” — U’s vfx-heavy tentpole of the popular board game — provided the perfect opportunity “to support of our troops.”

“Demand it has such an interesting life-cycle because it’s adaptable to so many different type of campaigns,” Glazier told Variety. “It gives consumers the power to be a part of the entertainment process.”

Directed and produced by Peter Berg, “Battleship” centers on a worldwide fight vs. an alien army. Pic stars Taylor Kitsch, Alexander Skarsgard, Rihanna and Liam Neeson. “The spirit of the film is one of assembling the best of the best for a daunting, shared mission,” said U prexy of theatrical marketing, Josh Goldstine.

“Battleship” launches this weekend in 26 overseas territories; the pic bowed in key markets including France and South Korea on Wednesday.

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