Producers behind the film adaptation of The Giver are donating a portion of proceeds from ticket sales to a literacy foundation.
Executives at Walden Media and The Weinstein Company have announced that for every ticket sold during the upcoming Labor Day weekend (begs29Aug-01Sep14), 50 cents (29 pence) will go towards the National Education Association's Read Across America program.
The donation, up to the amount of $250,000 , will go towards the charity's Ticket To A Better World initiative, which will provide books to children in need.
The Giver, starring Jeff Bridges and Meryl Streep, opened earlier this month (Aug14) in the U.S., and has grossed more than $25 million worldwide.
The film is an adaptation of author Lois Lowry's beloved young adult novel set in a futuristic society, and has been a staple in school reading lists since its release in 1993.