Lansing, MI, March 14, 2014; Following an escalating month-long social media and on-the-ground campaign to urge NCG Cinemas to show the Cesar Chavez, An American Hero film in Michigan theaters, community members announced that NCG management has agreed to feature the film on Thursday, March 27, 2014 at 8:00pm, 10:30pm, and 12:05am at their NCG Eastwood location. The film will also have 7 show times the following days. Public disillusionment with NCG, which had failed to make a commitment to show the film, led to an online petition being generated on change.org and over 400 signatures being collected from all around the state of Michigan and the nation.
The film, the first major film about Mexican-American Civil Rights and Labor Leader Cesar Chavez, features Michael Peña in the title role of Cesar Chavez, the Mexican-American labor leader and co-founder of the United Farm Workers. Chavez fought for workers’ rights and became a Civil Rights icon in the United States after his death. “I had the opportunity to meet Cesar Chavez as a child.
He has been a hero to me” said Rodriguez. “It would be wonderful to be able to go to my favorite theatre to see a film about my favorite hero.”
On Friday, during the 4th Annual Cesar E. Chavez Commemorative Celebration at Michigan State University, the Bring Chavez to Lansing Theaters Campaign leaders credited the hundreds of community members and community leaders that signed the petition, put pressure on NCG Cinemas, and contributed to the success of the campaign. Action of Greater Lansing Community Organizer Aida Cuadrado highlighted the importance of organizing and empowering community members to be leaders in their communities, saying, “our goal was to bring Chavez to Greater Lansing Area theaters and we have accomplished that by being persistent and organizing our community. I am very proud of this achievement.”