A R T S A N D C U LT U R E
Alpha Brothers Hit Grand Slam at Box Office with ‘42’ By Ed Marshall IT’S OFFICIAL: ‘42’ hit a homerun at the box office this spring. The Warner Brothers Pictures/Legendary Pictures biopic about Major League Baseball legend Jackie Robinson opened April 12. With the help of two Alpha brothers, it shattered the opening-weekend box office, coming in No. 1 with $27.3 million. The motion picture has since made more than $88 million through June.
From left: Brother Nick Nelson shares a laugh with ‘42’ star Chadwick Boseman and business partner Brother Tirrell Whittley, during a promotional event in Atlanta.
Hollywood-industry leaders have noted that ‘42’ over-performed beyond their expectations and credited the film’s success to how the urban market embraced and supported this film. That happened because of two Alpha men, Brothers Tirrell Whittley and Nick Nelson. The two own and operate Liquid Soul Media, an Atlanta-based marketing company delivered a deep-seeded and grassroots marketing campaign for the film. It included publicity, digital and social- media marketing, faithbased and community engagement, and a national screening program. Another key was delivering one of the largest urban-film partnerships with Walmart. Not only did Liquid Soul create brand awareness for ‘42,’ it reintroduced Jackie Robinson’s legacy with a fairly unknown cast, including Chadwick Boseman (Jackie Robinson), Nicole Beharie (Rachel Robinson) and André Holland (sportswriter Wendell Smith). The three actors teamed up with Harrison Ford (team owner
Branch Rickey) and together the cast provided Oscar-worthy performances all around. Whittley and Nelson began promoting the film in September 2012, with the premiere of the trailer shown during the Congressional Black Caucus Foundation’s 43rd Annual Legislative Conference in Washington. They then worked extensively to brand the film and its stars during an eight-month campaign. H
Obama Takes Second Oath Continued from page 24
chief justice flubbed some of the wording, they performed a second swearing-in at the White House. At the second inaugural, the mood was a bit different from the 2009 festivities. There was the re-enacted oath, the big speech and a parade. But the number of balls was less and there were fewer parties and fewer people on the National Mall. The first inauguration drew nearly two million people, even with freezing temperatures. The second time around the weather was much better, many who gathered came without coats. Obama’s second address won’t be remembered like President Kennedy’s in 1961, but it did make history. “We are made for this moment and we will seize it,” Obama said, “so long as we seize it together. For we the people understand that our country cannot
succeed when a shrinking few do very well and a growing many barely make it. We believe that America’s prosperity must rest up on the broad shoulders of a rising middle class.” The president also called on the country to accept all people, despite who they are. He continually used the phrase “we the people” to make that point. “We are true to our creed,” Obama said, “when a little girl born into the bleakest poverty knows that she has the same chance to succeed as anybody else, because she is an American, she is free, and she is equal, not just in the eyes of God, but also in our own.” History was made when the president included a narrative on equality for gay Americans. “Our journey is not complete until our gay brothers and sisters are treated like
42 THE SPHINX H 2013 Inauguration Commemorative Edition
anyone else under the law—for if we are truly created equal, then surely the love we commit to one another must be equal as well,” the president said. Despite what party one affiliates with, the inauguration of the president is an American event. It’s not a Democrat or Republican occasion. Alpha Phi Alpha has long had members from both parties and continues to do so. This particular president has many to thank for making it to another inauguration, including Michael Blake. Blake is a past assistant vice president of Alpha Phi Alpha Fraternity, who, after a stint working in the Obama White House, played a key role in the Obama-Biden campaign reelection effort. Blake reveals the behind-the-scenes happenings in 7 QUESTIONS: The Sphinx Interview on page 40. H