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.”