The movie performs this task amid the fog of war on Iwo Jima in 1945, when the Associated Press' Joe Rosenthal took the iconic photograph of six American servicemen raising Old Glory on Mount Suribachi. The movie deconstructs that moment, shattering it into a jigsaw puzzle of flashbacks and flash-forwards, to explore how that photograph turned into a major prop of the U.S. government's war bonds campaign and how the government designated the three surviving flag raisers as "heroes." The film also takes a hard, unblinking look at the cynicism and PR manipulation that went into the war bond tour and what we today recognize as the nascent fluttering of the cult of celebrityhood, when the three surviving flag-raisers were among the most famous men in the U.S.

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