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A Movie, A Cheesesteak and Tony Luke, Jr.

August 27, 2009

In one of the most clever efforts at dual-item marketing that I’ve encountered in recent years, Philadelphia’s Tony Luke, Jr. is making some noise with both a new movie and a new line of frozen cheesesteaks!

 

The movie is The Nail (MTI, street: Sept. 8), a gritty little indie that stars Luke as Joey Nardone, an out-of-shape boxer who gets out of the slammer after eight years an gets a shot at redemption by befriending a 14-year-old Puerto Rican boy (Paul Orrantia) who’s constantly being beaten up by neighborhood bullies. The two become buddies of sorts and go on to inspire each other, with a purposeful mantra that reads “Fight for the

Right.” In addition to starring in the film, Luke exec produced and co-wrote the flick!

 

The Nail was shot in and around the streets of South Philadelphia, the very streets where Luke, along with his father and brother, opened a sandwich shop named, not surprisingly, Tony Lukes (http://www.tonylukes.com). Their specialty is Philly-styled cheesesteak sandwiches, a delicacy that has grown into a substantial business that includes two restaurants, a bustling take-out trade and now, the launch of a frozen cheesesteak line!

 

And lemme tell you, those frozen cheesesteaks are pretty damned good! I know this because Luke and Co. brilliantly sent me a properly packaged box of’em, along with a bunch of press materials on the launch of the sandwiches as well as the upcoming film. Now that’s some swag that a blogger can sink his teeth into!

 

As for the film, well, truth be told, I haven’t watched it yet. But it’s on my hit parade, I promise. But first I’m gonna make myself another cheesesteak….

Posted by Laurence Lerman on August 27, 2009 | Comments (4)