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Survival Pictures is making a promise: to donate all proceeds from the theatrical run of The Promise to nonprofit organizations, including the Elton John AIDS Foundation and other human rights and humanitarian groups.
Terry George’s historical drama — starring Oscar Isaac, Christian Bale and Charlotte Le Bon — tells the story of the Armenian Genocide in Turkey at the outset of World War I. Open Road will release the film April 21.
Survival Pictures will also launch a social impact campaign to help educate the global public about the genocides and mass atrocities of the 20th and 21st centuries, the discussion about the legal definition of genocide and historical denialism.
Sir Elton John and David Furnish will introduce the movie at the Elton John AIDS Foundation’s 25th annual Academy Awards Viewing Party on Sunday. Survival Pictures will also match the pledges that guests make to EJAF throughout the evening.
“We have only to look at the horrific HIV/AIDS outbreak that followed in the wake of the Rwandan genocide in the mid-1990s to understand the direct connection between human rights atrocities and public health crises like the AIDS epidemic,” said John. “Through our friendships with the Manoukian family and producer Dr. Eric Esrailian from UCLA, David and I became more personally aware of the Armenian Genocide and its timely relevance to social issues today. The film’s theme #KeepThePromise can be interpreted as keeping the promise to remember and learn from the atrocities of the past, as well as keeping the promise to end AIDS. At EJAF, we are committed to #KeepThePromise and raise awareness about this powerful film that uses classic storytelling to inspire people to take action today.”
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