×

AMC, (RED) Partner in Fight Against AIDS

Deal marks the first time the org will work with a movie exhibitor

AMC Theaters has joined the fight against AIDS, partnering with the (RED) organization’s “Choose (RED) Save Lives” initiative to donate a minimum of $100,000 from ticket sales, as well as more than $150,000 worth of on-screen promotional time.

The campaign runs Jun 1-10, during which AMC — the nation’s second-largest theater circuit — has agreed to donate 40 cents from each ticket sold. The org’s PSA titled “40 Cents,” which features Penelope Cruz, Javier Bardem, Jane Lynch and the Jonas Brothers, began screening in theaters Memorial Day weekend.

Deborah Dugan, CEO of (RED), said the campaign was timed to capitalize on increased summer moviegoing.

“It was the perfect time to reach out to moviegoers,” Dugan told Variety. “It makes so much sense for our community.”

AMC chief Gerry Lopez agreed saying, “If it was just about writing checks, that would be so much simpler. But our people got excited about this campaign.”

This marks the first time the (RED) organization has partnered with a movie theater chain. The org has worked previously with such retailers as Coca-Cola, Apple, Bed Bath and Beyond and Starbucks, where Lopez served as exec VP before joining AMC in 2009.

“I came to AMC with this built-in bias in favor of what (RED) has been doing for so many years,” Lopez said.

Dugan said the campaign’s target demo is audiences 18-24, a particularly impassioned consumer sector. “People now are demanding for companies to do good,” Dugan noted. “They love to be able to take an action.”

The (RED) organization estimates that two antiretroviral pills, which can stop the transmission of HIV from mother to child, costs roughly 40 cents per pill. AMC’s per-ticket contribution is based on that estimate.

“We’re not in the business of doing this kind of thing and walking away,” Lopez said. “This is the beginning, not the end.”

Popular on Variety

More Film

  • Amanda Awards

    ‘Out Stealing Horses’ Tops Norway’s 2019 Amanda Awards

    HAUGESUND, Norway —  Hans Petter Moland’s sweeping literary adaptation “Out Stealing Horses” put in a dominant showing at Norway’s Amanda Awards on Saturday night, placing first with a collected five awards, including best Norwegian film. Celebrating its 35th edition this year, the Norwegian industry’s top film prize helped kick off the Haugesund Film Festival and [...]

  • Editorial use onlyMandatory Credit: Photo by

    Richard Williams, 'Who Framed Roger Rabbit' Animator, Dies at 86

    Renowned animator Richard Williams, best known for his work on “Who Framed Roger Rabbit,” died Friday at his home in Bristol, England, Variety has confirmed. He was 86. Williams was a distinguished animator, director, producer, author and teacher whose work has garnered three Oscars and three BAFTA Awards. In addition to his groundbreaking work as [...]

  • Instinct

    Locarno Film Review: 'Instinct'

    Now that “Game of Thrones” has finally reached its conclusion, releasing its gifted international ensemble into the casting wilds, will Hollywood remember just what it has in Carice van Houten? It’s not that the statuesque Dutch thesp hasn’t been consistently employed since her startling 2006 breakout in Paul Verhoeven’s “Black Book,” or even that she’s [...]

  • Good Boys Movie

    Box Office: 'Good Boys' Eyes Best Original Comedy Opening of 2019

    Universal’s “Good Boys” is surpassing expectations as it heads toward an estimated $20.8 million opening weekend at the domestic box office following $8.3 million in Friday ticket sales. That’s well above earlier estimates which placed the film in the $12 million to $15 million range, marking the first R-rated comedy to open at No. 1 [...]

  • Pedro Costa’s 'Vitalina Varela' Wins at

    Pedro Costa’s 'Vitalina Varela' Triumphs at Locarno Film Festival

    The 72nd Locarno Film Festival drew to a close Saturday with Portuguese auteur Pedro Costa’s dark and detached film “Vitalina Varela” coming away with several awards together with superlatives from segments of the hardcore cinephile crowd, including jury president Catherine Breillat. In announcing the Golden Leopard prize for the film, as well as best actress [...]

  • Vitalina Varela

    Locarno Film Review: 'Vitalina Varela'

    Frequently beautiful compositions and the theatrical use of a fierce kind of artifice have long been the hallmarks of Portuguese auteur Pedro Costa, regarded by a small but influential group of aesthetes as one of the great filmmakers of our era. For those in tune with his vision, the director’s films offer an exciting lesson [...]

  • Notre dame

    Locarno Film Review: 'Notre dame'

    Not to be too cynical about it, but might the recent horrific fire in Paris’ cathedral attract audiences to a film in which the gothic gem plays a major role? It’s likely a wiser marketing strategy than promoting the unrelenting silliness of Valerie Donzelli’s oh-so-kooky comedy “Notre dame,” the writer-director-star’s return to contemporary Paris following [...]

More From Our Brands

Access exclusive content