THE RAMBO REPORT: NOT SO ALIVE AND WELL

“Rambo” has given Sylvester Stallone an unusual number of opportunities for free exposure on TV, thanks in part to the film’s electronic press kit that was prepared by the production company for use by TV news and feature shows.

One clip--called a “real life” feature--shows Stallone spending time with a boy who is dying. They walk along a scenic beach, talk about life and the movie, romp together in the surf and check out the controls in Rambo’s helicopter.

A spokesman for Carolco, “Rambo’s” production company, explained that the clip wasn’t included in the promotion kit simply to promote the movie. That is, “ ‘Rambo’ has been standing on its own two legs and never will we use a child or anything like that. Sly saw the young boy because he was ill. It was just a very humanistic thing to do.” It was included in the press kit as “an extension of the humanistic side” of both Stallone and “Rambo.”

(Although there are no children in the movie, they’re a target audience for “Rambo.” More than 100 products have been licensed, most geared to children.)

The press kit advises TV stations to localize the feature by interviewing “a local child” or a representative of the Sunshine Foundation, which grants wishes to dying children.