"Motherhood" and Fandango Team to Support Komen Charity at Debut

A co-branded widget publicizes the $1 donation each "Motherhood" ticket bought through Fandango will prompt for the first two weeks of release.

In recognition that October is Breast Cancer Awareness Month, the producers of the feature film “Motherhood” have struck a deal with online ticket agency Fandango that will provide financial support for cancer health.

For the first two weeks of the film’s release, film financing and production company iDeal Partners and Fandango have agreed that every “Motherhood” ticket sold through Fandango will also donate $1 to Susan G. Komen for the Cure, the largest non-profit group in the world fighting combating breast cancer. Half of the donated amount will come from Fandango and the other half from iDeal.

The film, starring Uma Thurman, Anthony Edwards and Minnie Driver, opened Oct. 23 in five selected markets—New York, Chicago, Boston, Los Angeles and San Francisco-- and will open more widely in coming weeks. The funds raised during this two-week promotion will remain in those communities to serve unmet health needs.

Komen affiliates in those metro areas will publicize the donation campaign to their constituents. The promotion, devised by marketing agency Blink Entertainment, will also be supported with a mixture of print and digital advertising, public relations and online support in Facebook and on Twitter.

Fandango also created a “Motherhood” widget co-branded with the Susan G. Komen logo which will appear on the film’s Web site an also on the sites of promotional partners. The widget also serves as a theater locator, pinpointing the venues in Fandango’s listings that are showing “Motherhood” and showing movie times.

“We’re pleased to support an important cause like Susan G. Komen for the Cure,” Fandango CMO Ted Hong said in a release. “With ‘Motherhood’ debuting at theaters during National Breast Cancer Awareness Month, it’s an ideal title and time to support the search for a cure and to get moviegoers involved.”

“When Blink Entertainment first brought the cause-related partnership idea to us, we immediately like it,” iDeal partners Film Fund managing partner Jana Edelbaum said. “It just made sense. Since then, some members of our team have been affected by breast cancer, making this partnership incredibly personal to us.” Written and directed by Katherine Dieckmann and shot in New York’s West Village, “Motherhood” follows one New York mother in her sun-up-to-sun-down travails. The movie’s Facebook site, http://www.facebook.com/MotherhoodtheFilm, has garnered 2,300 fans at press time, with approximately 2,450 followers on @MotherhoodFilm.