Superman in film the script, giving it a serious feel with Christ-like overtones. Christopher Reeve was cast as Superman, having initially failed to impress the Salkinds before bulking up. Brando meanwhile, despite spending less than two weeks on the shoot, and not even reading the script until then, earned $3.7 million up front, plus 11.75% of the gross profits from the film. The film was a success both critically and commercially, being released during the Christmas season of 1978; it did not have much competition, leading the producers to believe that this was one factor in the film's success. Shooting of the two
Christopher and Dana Reeve Foundation & Dana Reeve Foundation launched a campaign to raise public awareness of the Reeve Foundation and its mission by selling Superman Tags. The dogtags feature the Superman S-Shield logo and the foundation's motto, "Go Forward." Because all proceeds from the sale of the tags support the Foundation's work in finding treatments and cures for paralysis, Warner Bros. allowed the Foundation to use the Superman logo royalty-free. The Reeve Foundation hoped to achieve the same level of success and popularity that the Lance Armstrong Foundation has enjoyed with the LIVESTRONG wristband. Celebrities who have been "tagged" include Brandon Routh, who starred