DALLAS, Aug. 30, 2012 /PRNewswire/ -- Chuck Norris' status as a quintessential straight talking, no-nonsense American movie hero is on full, widescreen display in the current box office hit, "Expendables II." An outspoken champion for values of the common man and those who serve our country, Norris is also a New York Times bestselling author of three books and a successful syndicated columnist. In recent years he has increasingly been asked to lend his support to a wide-ranging list of products, services, and causes. In 2011, "The Chuck Norris Seal of Approval" program was established to serve as a guidepost to assist the public in recognizing products or services that Chuck Norris officially supports; that reflect his values and standard of excellence.
"Last Ounce of Courage" has been named the first theatrical motion picture to be awarded the use of the seal in promotion of this independent film, which opens on more than 1200 screens nationwide on Friday, September 14 following a national premiere on September 11 coinciding with the commemoration of Patriot Day.
A Veritas Entertainment film, "Last Ounce of Courage" follows the life of a father, son, and grandfather who each take a stand for truth and end up inspiring an entire town. The movie stars Marshall Teague ("Roadhouse") and Academy Award nominee Jennifer O'Neill ("Summer of '42") and was directed by Kevin McAfee ("End of the Spear").
"I neither star in, nor do I have an above-the-line credit on, or other affiliation with, 'Last Ounce of Courage, '" Norris said in making the announcement. "Yet allowing the use of my 'Official Seal of Approval' is the least I can do to support a project so consistent with my core values and life principles. In addition to the film's basic reminder that our precious freedoms are not always free, Marshall Teague gives the performance of his career as a small-town mayor who is inspired by his grandson to take a stand when a public religious display honoring his fallen son in Iraq is targeted for removal. No one should miss the message of this motion picture or his moving performance."
"'Last Ounce of Courage' is a vital film for our nation with a message of courage, character and conviction, and we are grateful for Chuck Norris' recognition of this as is evident by his 'Seal of Approval,'" said Steve Griffin, CEO of Veritas Entertainment. "We believe this is a film that will not only entertain but also inspire individuals to take a stand for American values and raise their voices in support of faith, family and freedom – three of Chuck Norris' Five Fs, which so closely mirror the unifying principles of this film and what we believe."
The first use of Chuck Norris' Official Seal was granted in 2011 to Procter and Gamble for its Era laundry detergent brand, featuring a campaign focused on value-conscious consumers who want great "stain-fighting."
The culmination of years of development, the unique design of "The Chuck Norris Seal of Approval" is created to convey five core values by which Chuck Norris lives, makes choices and speaks. They summarize his perceived life's purposes and are known as the five F's: Freedom, Family, Fitness, Faith, and Fight. "Freedom" represents anything from political to personal freedoms; "Family," a haven; "Fitness" incorporates a holistic view of mind, body, or spirit; and "Fight" is not merely martial arts but fighting for a cause or passion; and "Faith" in God, which shapes his worldview and provides a moral standard to live by.
FOR INFORMATION CONTACT: Jeff Duclos – for Chuck Norris, 310.374.0465, [email protected] A. Larry Ross Communications – for "Last Ounce of Courage," Larry Ross or Kristin Cole 972.267.1111, [email protected]