Much has been made of how inspiring A Wrinkle in Time will be for young viewers, and Color of Change and AMC Theatres are here to ensure every child gets the opportunity to see the film.
The theater chain announced Friday that it is partnering with Color of Change, an online racial justice organization, to launch the “Give a Child the Universe” initiative, which encourages individual and group benefactors to purchase and donate tickets to A Wrinkle in Time, allowing underprivileged children to see the film at a matinée showing at their local AMC location the day the movie open, March 9. Via the donations, Color of Change will put tickets in the hands of children in need through a network of local partners, schools, and community-based organizations.
“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,” said Rashad Robinson, executive director of Color Of Change. “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. 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.”
This initiative is the latest in recent pushes to help underserved communities see themselves onscreen. Last year, Octavia Spencer and much of the Hidden Figures cast bought out screenings for low-income families, and just last month Spencer repeated her generosity after buying out Black Panther screenings in Missouri for young people of color.