The Budweiser rep, Jim, spoke about how Anheuser-Busch was able to place Budweiser in this iconic film and how A-B has the availability to make labels from any era to make sure the authenticity is displayed in any film.
Jim then introduced us to Paul Chavez (Cesar's youngest son) and his children. A few moments later, Budweiser presented the Cesar Chavez Foundation (where Paul serves as President & Chairman) with a check for $15,000.
Just as the lights dimmed, a Spanish Budweiser "commercial ad" came on the big screen. At the end of the ad, the Bud V.O. was informing the audience to step out to the lobby for a surprise from Budweiser. At first, everyone thought it was just a joke...but the ad informed us once again to step into the lobby as the film was not going to start without the audience. The lights came up and most everyone stepped into the lobby to get a refreshing cold drink...
I've never seen this kind of promotion before but it was clever & fun - very Budweiser!
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| Paul Chavez (center) |
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| Jim presenting check to Paul & children |
After the drink break, everyone heads back to their seats and there are a few surprise guests that are introduced...Director Diego Luna, Jacob Vargas (Richard Chavez) and Yancey Arias (Gilbert Padilla). Each spoke about their experience on filming Cesar Chavez.
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| Diego Luna, Jacob Vargas, Yancey Arias |
After they all spoke, Yancey decides to do a selfie with the audience...
View it here: https://twitter.com/yanceyarias/status/447283251875282945/photo/1
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| Selfie |
Jacob Vargas brought his 9 year old daughter to this screening. This is the first time his daughter will see the film. I think she enjoyed it while learning a little part of American Latino history.
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| Diego Luna - Salud con Budweiser |
"We cannot seek achievement for ourselves and forget about the progress and prosperity for our community... Our ambitions must be broad enough to include the aspirations and needs of others, for their sakes and for our own." -- Cesar Chavez
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