By Shipra Harbola Gupta | Indiewire July 8, 2014 at 4:19PM
The Weinstein Company has announced a new marketing initiative combining charity fundraising with fan activation in anticipation of next month's release of "The Giver."
By participating in "The Giver Movie Premiere For Good," fans can compete for a chance to attend the film's premiere in New York City by raising money for arts charities. Only the top 100 fundraisers will get to attend the premiere. The more money a fan raises, the closer he or she will sit to the cast and crew of the film. The top 10 fundraisers will be provided with VIP seating, tickets to the after party and an opportunity meet the stars. All those participating in the fundraising challenge, however, are eligible to win a range of prizes being made available by the event's sponsors and the film's cast, which includes Meryl Streep, Jeff Bridges and Brenton Thwaites.
Although TWC is calling its initiative "the first gamefied giving movie premiere," the incentive-driven fundraising campaign is not new to Hollywood -- having cropped up with increasing frequently over the past few months, first with J.J. Abrams' UNICEF Awareness Campaign attached to the production of the new Star Wars installments and then again with George R.R. Martin's campaign to rally fans to help raise money for the Wild Spirit Wolf Sanctuary and Food Depot. To get started, fans can visit the film's Crowdrise page.