STARS VING RHAMES AND JA RULE PUT NEW
SPIN ON CLASSIC TALE WITH EXPLOSIVE URBAN DRAMA “BACK IN
THE DAY”
Worldwide Premiere on BET Set forFriday, May 13 at
7:30 p.m. ET/PT on BET; DVD Hits Stores on May 24th
LOS ANGELES(May 6, 2005)– What do you do when your past
catches up with you? It’s the question at the heart
of this new-school classic depicting a young man at life’s
crossroads. Emmy Award® and Golden Globe® winnerVing
Rhames(Mission Impossible, Don King: Only In America) and platinum-selling
rapperJa Rule(Assault on Precinct 13) star in the complex urban
dramaBACK IN THE DAY,making its worldwide broadcast premiere on
BET onFriday, May 13at7:30 p.m. ET/PT. In addition, theBACK
IN THE DAYDVD will debut in stores on May 24. Directed by
James Hunter, this gritty tale of love and redemption features
an all-star ensemble cast includingPam Grier(The L Word),Frank
Langella(Unscripted),Tatyana Ali(The Brothers),Giancarlo Esposito,
(Law & Order),Tia Carrere(Supernova),Debi Morgan(Eve’s
Bayou), andJoe Morton(Ali). Hunter shares co-screenwriting
credits onBACK IN THE DAYwith Michael Ruffanello.
InBACK IN THE DAY, Ja Rule portrays Reggie Cooper, a young man
from the rough side of the tracks who lives with his divorced,
affluent father (Esposito) in order to avoid the gang activity
that almost claimed his teenage life in his mother’s neighborhood
(Grier). When Reggie reconnects with a recently paroled friend
from his past (Rhames), he slips back into a life of crime with
fatal consequences. Reggie becomes involved in the murder
of a local preacher (Morton) and in the aftermath of this crime,
he falls in love with the preacher’s daughter (Ali). Ultimately,
he must choose between losing everything he cares about and his
lifelong loyalty to his oldest friend. BACK IN THE DAYchronicles
the powerful story of one man’s search for personal redemption.
“BET is very excited about this relationship with DEJ Productions
onBACK IN THE DAY, a film that depicts urban life with dramatic
realism and emotional depth,” said Herbert Niles, BET Vice
President of Film Development & Program Acquisitions. “The
performances by Ving Rhames and Ja Rule are compelling and unforgettable,
and BET is pleased to have the opportunity to introduce this riveting
and unique story on our network.”
Ja Rule is confident that viewers will relate to the film’s
message. “Almost every aspect of life involves choices,
and this film deals with some of the hardest choices any man might
face – choosing between the love of a woman and loyalty
to a long-time friend,” said Ja Rule. “Anyone
who has ever been at an important crossroads in their life will
really feel the drama and pressure facing these characters.”
BACK IN THE DAYwas produced by DEJ Productions, a subsidiary of
Blockbuster, Inc. and is distributed by First Look Home Entertainment. Marketing
support for the DVD release includes trailers on premium DEJ and
First Look titles, an extensive BET on-air and online promotional
campaign, as well as national radio promotions in Top 30 markets.
Editor's Note: Screeners and artwork are available upon request;
contact Zabrina Horton, BET Corporate Communications at (818)
655-6737 orzabrina.horton@bet.net. For DVD distribution information,
contact Ellene Miles, The DuVernay Agency at (323) 860-7060 orellene@dvapr.com.
ABOUT BET
BET, a subsidiary of Viacom, Inc. (NYSE: VIA and VIA.B), is the
nation's leading television network providing quality entertainment,
music, news and public affairs programming for the African-American
audience. The BET Network reaches more than 80 million households
according to Nielsen media research, and can be seen in theUnited
States,Canadaand theCaribbean. BET is a dominant consumer
brand in the urban marketplace with a diverse group of branded
businesses: BET.com, the Number 1 Internet portal for African
Americans; BET Digital Networks - BET Jazz, BET Gospel and BET
Hip Hop, attractive alternatives for cutting-edge entertainment
tastes; BET Event Productions, specializing in a full range of
event production services, including event management, venue selection,
talent recruitment, sound, lighting and stage production; and
BET Books, the nation's leading publisher of African-American
themed romance novels under the Arabesque imprint which also publishes
compelling fiction under the Sepia imprint and inspirational fiction
and nonfiction under the New Spirit imprint.
ABOUT DEJ PRODUCTIONS
DEJ Productions Inc. is a leading independent entertainment company
that acquires and distributes product in the theatrical, home
entertainment and television arenas. DEJ Productions is a
wholly owned subsidiary of Blockbuster Inc. Since its inception
in 1999, DEJ Productions has commanded one of the largest acquisitions
and distribution infrastructures in independent film, with an
average of 35 films a year. Among them, DEJ Productions acquired
all English-speaking rights, including those inNorth America,
to the 2003 Academy Award® winning filmMonster, starring Charlize
Theron. DEJ also co-financed and producedCrashwith Stratus
Films, written and directed by Paul Haggis, which will be released
by Lions Gate Films later this year. DEJ Productions Inc. is headquartered
inLos Angeles,California.
ABOUT FIRST LOOK HOME ENTERTAINMENT
First Look Home Entertainment, a division of First Look Media,
specializes in diverse independent films and special interest
programs that include First Look Pictures theatrical art house
and foreign releases, as well as video premieres and genre-specific
films. These diverse titles have helped First Look Home Entertainment
grow rapidly. Revenues since inception of the division have
increased on average 77% per year. The current home entertainment
release schedule includes the upcoming Sundance hit,September
Tapes,National Lampoons Blackball(starring Vince Vaughn),
and the recently released charming romantic comedy,Perfect Opposites(starring
Piper Perabo, Martin Hendersen, Jennifer Tilly, Artie Lange),
First Look Pictures’ theatrical release,Mayor of the Sunset
Strip(starring Rodney Bingenheimer, and featuring Coldplay, No
Doubt, Cher, David Bowie, Mick Jagger, Oasis, Courtney Love, to
name a few), the 15 year television series hit,Unsolved Mysteries(featuring
acclaimed host, Robert Stack),Stateside(starring Rachael Leigh
Cook, Jonathan Tucker, Val Kilmer, Carrie Fisher, Joe Mantegna),
andThe Last Sign(starring Andie MacDowell and Tim Roth).
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