The Weinstein Company is using every trick in the book to reverse the bullying documentary's R rating from the MPAA. The rating, for language used by kids themselves, will keep the film from being screened in schools, where Weinstein believes it will make a difference.
First, there was the inevitable online petition, which was launched by a bullying victim and garnered hundreds of thousands of supporters. Then, Weinstein began hosting screenings and discussions for students to prove that the film could have an educational impact.
Now, Weinstein is getting his friends on board. Today, TWC issued a press release announcing that Bieber and Streep have joined Johnny Depp, Ellen Degeneres, Anderson Cooper, Kelly Ripa, and Tommy Hilfiger in public support for the movie.
Hilfiger will also be designing a "Bully" t-shirt inspired by the film's poster, with a portion of proceeds benefiting Facing History and Ourselves. TWC says he's the first of 10 designers that they will ask to donate their services on behalf of the fundraising effort. Photographer David LaChapelle also has offered to donate his services towards an ad campaign.
In addition, California Representative Mike Honda and Senator Kristin Gillibrand have issued statements to MPAA and former Senator Chris Dodd, its chairman, supporting the petition and urging them to overturn the R rating.
Weinstein marketing at its finest or social activism? Probably a little of both, but it's starting to look like this uphill battle is gaining traction. If you're interested in signing the "Bully" petition, click here.