Bing will be joining forces with The Weinstein Company to promote the upcoming movie "Bully." The movie, which premieres tonight in Los Angeles, is a documentary about the growing awareness around childhood bullying.
Over at the Bing Community blog, Senior Director at Bing and MSN Lisa Gurry writes that the goal of the movie is to involve "parents, students, educators, and advocates" in the cause of ending bullying. Part of the campaign is to influence the MPAA to change the rating of the movie from "R" to "PG-13" so that it can be seen by a younger audience. Gurry writes:
"Today, we’re happy to join the “Bully” movement to help raise awareness of the serious implications of bullying with the goal of inspiring people to stand up to bullying. We’re pleased to join together with Ellen DeGeneres, Justin Bieber, Meryl Streep, Anderson Cooper, Kelly Ripa, Demi Lovato, Tommy Hilfiger, Billie Jean King, Drew Brees and many others, including high school student Katy Butler, to help stop bullying. Butler is doing her part – starting a petition to encourage the Motion Picture Association of America to change the rating on “Bully” from R to PG-13 so kids can see the film. Butler gathered more than 400,000 signatures and delivered the petition earlier this month, showing that any of us can make a difference."
Bing will be using its various social media channels to begin a discussion on the movie, and information pertaining to the movie and anti-bullying movement will be highlighted on MSN.com.
The film will be released on March 30 in New York and Los Angeles, and then has a wider release on April 13. Below is the trailer, but I must warn you that it's been purposefully crafted to tug at your heartstrings.