Media attention is critical for movement success. Prior work highlights movement infrastructures, political contexts, and media norms influence media attention, yet little research has examined whether capacity of protests to direct attention is shaped by perceived worthiness of movement claims. Applying scholarship of controlling images around Black criminality, I examine whether victim armed status influences the extent Black Lives Matter (BLM) protests directed media attention to Black policing deaths. Negative binomial regression analysis on media coverage of 678 Black Americans killed by police from 2014-2016 in over three hundred print media indicates local BLM protests increased media attention to nearby Black Americans, but was moderated by armed status. Neither local political contexts nor organizational presence influenced attention, suggesting BLM relied on protests for agenda-setting. Findings suggest future research should account for how controlling images and racialized threat influence trajectories, outcomes, and repression of movements structured along a matrix of domination.