Warner Bros. Entertainment today announced a public-private partnership with the “President’s Emergency Plan for AIDS Relief” (PEPFAR) to raise awareness about the global HIV/AIDS pandemic, and to collaborate on prevention efforts. The first product of the partnership between Warner Bros. Entertainment and PEPFAR is a movie trailer to illustrate PEPFAR’s work and results in HIV prevention, care and treatment.
The movie trailer is an educational tool based on PEPFAR’s 15 minute documentary, “Saving Lives Creating Hope,” which depicts the fight against HIV/AIDS. Warner Bros. Entertainment will use its domestic and international theatrical marketing departments as well as Motion Picture Imaging, the Studio’s digital post production facility, to create additional ancillary marketing materials to support the worldwide program. Motion Picture Imaging will also be instrumental in creating a documentary about this public-private partnership. This is expected to be the first in a series of PEPFAR initiatives that will utilize the Company’s expertise and resources.
“We’re very proud to be a partner in this crucial program that supports people infected and affected by HIV/AIDS around the world,” said Kevin Tsujihara, President, Warner Bros. Home Entertainment Group (WBHEG). “We’ll work across our company to harness our expertise in effectively reaching and engaging audiences to raise awareness, further understanding and hopefully drive behavior change among at-risk youth. I can think of no more gratifying use of Warner Bros.' resources and talents.”
“We welcome and thank Warner Bros. for joining the private sector’s involvement with this most important initiative and campaign,” said Ambassador Mark Dybul, PEPFAR Coordinator. “It’s critical that we involve industry leaders in technology, creativity and entertainment, to support and leverage the U.S. Government’s comprehensive approach to fighting HIV/AIDS around the world. Private sector partnerships are invaluable in helping us achieve our goals.”
The Studio’s efforts, which will be overseen by Chuck Dages, Executive Vice President, Emerging Technology, Warner Bros. Home Entertainment Group, have already involved several of the Studio’s divisions and more are expected to be called into action in the future.
Warner Bros. Entertainment Inc. is a global leader in all forms of entertainment and their related businesses across all current and emerging media and platforms. A Time Warner Company, the fully integrated, broad-based studio is home to one of the most successful collections of brands in the world and stands at the forefront of every aspect of the entertainment industry from feature film, television and home entertainment production and worldwide distribution to DVD, digital distribution, animation, comic books, video games, product and brand licensing, international cinemas and broadcasting.
The U.S. President’s Emergency Plan for AIDS Relief (PEPFAR) is the largest commitment ever by any nation for an international health initiative dedicated to a single disease – a five-year, comprehensive approach to combating HIV/AIDS around the world.