Finding Its Roots

Miramax Films will open its first family picture, “The Long Walk Home,” on Friday and plans some special “grass-roots marketing” to try to find a niche for the smallish film in the crowded holiday marketplace.

“Home,” starring Sissy Spacek and Whoopi Goldberg, dramatizes the impact of a ‘50s civil rights boycott in Alabama on the relationship between a black housekeeper and her white employer, and on the families of the two women. Richard Pearce directed for New Visions Pictures.

“Grass-roots marketing is very important to us,” says Miramax executive v.p. Russell Schwartz, “because we can’t afford to compete with the studios.”

Among the special promotions:

A 16-page study guide that goes to “every high school in the top 20 markets,” reaching some 2 million teen-agers, examining moral issues and choices.

Screenings at 40-50 major university campuses, as well as sororities, ministerial groups and the Black Caucus in D.C.

An excerpt of John Cork’s screenplay in Scholastic magazine for dramatic readings by students, sixth grade and up.

Benefits for the United Negro College Fund and the Congress of Racial Equality.

A top priority, says Schwartz, “is to get this film to the kids, because it’s a story about family more than anything else.” In terms of racial issues, he adds, “There are many parallels between what was happening then and what’s happening now.”