Looking back to a meaningful initiative in 2015, a group of influential African-American business leaders in New York City teamed up with Paramount Pictures to provide 27,000 7th, 8th, and 9th grade students with free admission to the Golden Globe-nominated film “SELMA.” The historical drama directed by Ava DuVernay, which tells the story of Dr. Martin Luther King Jr.’s pivotal role in the civil rights movement, was brought to a younger audience in an effort to educate and inspire. In these recent years, the importance of representing diverse stories in film has been widely recognized, and this initiative was an early example of using cinema as a tool for education and empowerment.
Paramount Pictures Teams Up with NYC Business Leaders
In 2015, Paramount Pictures announced a partnership with African-American business leaders in New York City to offer free admission to “SELMA” for 7th, 8th, and 9th grade students. This initiative was inspired by the film’s message of resilience, hope, and historical significance.
Funding Free Admissions
27 African-American leaders in the New York business community created a fund that allowed students to see “SELMA” for free at participating theaters, providing a student ID or report card for free admittance.
Contributors to the Fund
The fund contributors included prominent figures such as Ursula Burns, Chairman and CEO of Xerox, Ken Chenault, Chairman and CEO of American Express, and Debra Lee, Chairman and CEO of BET Networks, among others.
Support from Paramount Pictures and the NAACP
Brad Grey, then Chairman and CEO of Paramount Pictures, expressed honor in partnering with esteemed business leaders to offer students the opportunity to experience the film. Sherrilyn Ifill, President and Director-Counsel of the NAACP Legal Defense and Educational Fund, also expressed gratitude for the support of the New York business community and Paramount Pictures in bringing “SELMA” and Dr. King’s message to future leaders.
Participating Theaters
The initiative was supported by a number of New York City theaters, including UA Kaufman Astoria Cinemas 14, AMC Bay Plaza Cinema 13, and AMC Loews 34th Street 14, among others.
SELMA: The Film
“SELMA” chronicles the tumultuous three-month period in 1965 when Dr. Martin Luther King Jr. led a dangerous campaign to secure equal voting rights in the face of violent opposition. The film opened in theaters nationwide on January 9th, 2015.
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