Two weeks after opening Lois Lowry's novel adaptation The Giver in the #5 weekend box office spot, Walden Media and The Weinstein Co. are making a pledge for the upcoming Labor Day weekend. Fifty cents of every ticket sold during the holiday frame will go to the National Education Association Foundation. The Ticket To A Better World initiative will provide books to American children in need from ticket sale proceeds, up to the amount of $250,000.
That's about 500,000 tickets that Walden and TWC will have to sell over the long weekend, or $4 million in box office going by average ticket prices. Last weekend the fantasy-drama starring Jeff Bridges, Brenton Thwaites, and Meryl Streep made $6.43 million over three days. Disney's Guardians of the Galaxy held strong for #1 last weekend and teen drama If I Stay may give The Giver its closest competition in its second week, but the only new wide releases are both R-rated fare - Universal's horror pic As Above, So Below and Relativity's The November Man.