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Punching back at the NRA with Sacha Baron Cohen and Leo Burnett, Chicago

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What's the Story Behind the James Madison Academy?

The film is really about the first half. Its it's the chairs. We we placed three thousand, forty four chairs in a big empty parking lot in ilos, vegas. Each one of those chairs represents a kid that lost his life to gun violence. And we calculated that that data, wt with a c d c data over the years, andjust calculating, year by year, how many kids were killed that would have graduated in 20 21. And we came up with the number, three thousand forty four.

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