Fox, MGM sell 'DVDs for the Cure'
Empty20th Century Fox and MGM are teaming on a giant DVD sale to raise money for the fight against breast cancer.
On Sept. 18, the studios will rerelease a dozen DVD titles that appeal to women, from "Thelma & Louise" to "Never Been Kissed," in distinct pink packaging. Fifty cents from each DVD sold (the list price is $14.98) will go to Susan G. Komen for the Cure, a leading research organization in the fight against the disease.
The studios have pledged a minimum donation of $250,000 in what is being billed as "DVDs for the Cure."
"Consumers are evaluating the effects of their purchasing dollars and given the choice will pick a product that positively impacts the greater good, whether it's a green purchase to benefit the environment, a red product for relief in Africa or a pink product to support the quest for a breast cancer cure," said Steve Feldstein, senior vp marketing communications at 20th Century Fox Home Entertainment.
Other titles in the promotion, which will be supported by significant trade and consumer marketing campaigns, include "An Affair to Remember," "A Walk in the Clouds," "Entrapment," "Ever After," "In Her Shoes," "Legally Blonde," "Mermaids" and "Moulin Rouge!"
Fox and MGM have sponsored and contributed to other charitable groups, including St. Jude Children's Research Hospital, the USO and the Marine Mammal Center. Their support to Susan G. Komen for the Cure is their largest charitable campaign to date, the studios said.