Ava DuVernay‘s A Wrinkle in Time hits theaters on March 9, and AMC is partnering with Color of Change to help kids see the movie.
Color of Change, a grassroots organization focused on social justice issues, wanted to make sure that kids were able to see themselves in the movie’s protagonist even if they couldn’t usually afford a trip to the movies.
That’s why they’ve teamed up with AMC for the “Give A Child The Universe” initiative, which encourages people to donate to give tickets to schools and community organizations so that local kids can go to the movie, according to Variety.
“Color Of Change believes in the power of images and supports those working to change the rules in Hollywood so that inclusive, empathetic and human portrayals of Black people and people of color are prominent on the screen,” Color of Change executive director Rashad Robinson said. “From ‘Selma’ to now ‘A Wrinkle In Time,’ Ava DuVernay has set out to change the rules in Hollywood for people of color and women.”
“By casting a black teenage actress Storm Reid as the heroine at the center of this story, the filmmakers and the studio send a powerful message to millions of young people who will see someone like them embracing their individuality and strength to save the world,” Robinson added. “We are pleased to partner with AMC to ensure that as many young people as possible, regardless of economic and financial hardships, can see this groundbreaking film.”
AMC’s vice president of special content Nikkole Denson-Randolph also said, “The ‘Wrinkle in Time’ story is one that children from all backgrounds and walks of life can identify with and draw inspiration from, and we are thrilled to celebrate this film in a meaningful way, through the vision of Ava DuVernay and in partnership with Color Of Change.”
Stars are giving back
This initiative is similar to the #BlackPantherChallenge, which saw celebrities and other community leaders stepping up to give underprivileged communities and kids the chance to see superheros that look just like them.
The #BlackPantherChallenge was started by Frederick Joseph, who launched a GoFundMe campaign to help Harlem kids see the film for free. The campaign eventually exceeded its $10,000 goal within three days.
“I want these children to be able to see that people who look like them can be superheroes, royalty, and more,” said Joseph. “All proceeds will go to paying for the private screening tickets for children and chaperones, as well as refreshments. The release of the film is February 16th, 2018, and the screenings will take place the following week between February 19th and 22nd.”
Big names like Snoop Dogg, Octavia Spencer and Viola Davis also stepped up to the plate.
Hopefully more celebrities and companies will join the “Give A Child The Universe” initiative so they can see themselves and limitless possibilities in Ava Duvernay’s A Wrinkle in Time.