The Will Smith drama Concussion opens Christmas Day, and Sony really wants pro football players to see it. The studio is offering free admission to NFL players and a guest at Cinemark theaters nationwide. “By reaching out to the people who are most impacted by the film’s themes,” Sony Pictures said in announcing the offer, “the studio is engaging with the NFL players to join the national dialogue about the film.”

ConcussionWritten and directed by Peter Landesman, Concussion is a dramatic thriller based on the true story of American immigrant Dr. Bennet Omalu (Smith), a forensic neuropathologist from Nigeria who made the first discovery of CTE, a football-related brain trauma, in a pro player and then had to fight to let his medical discoveries become known.

The studio already has engaged many current and former NFL players, holding private screenings in each team’s city in advance of its opening.

“This is a movie for the players, so we wanted to give them a chance to see it before its nationwide release and free admission during its run in theaters,” producers Ridley Scott and Giannina Scott said in a statement. “We think the players will enjoy watching this movie about Dr. Omalu’s incredible courage – courage that changed the game.”