A recent report says that the proceeds from the 24 worldwide screenings of the film Serenity by Universal Pictures would go to ‘Equality Now’, an organization that work towards putting an end to violence towards women. The screenings of the film on June 23rd would feature the content of the film, which runs parallel to the theme of the organization itself. Joss Whedon, the writer/director of Serenity appreciates the work done by Equality Now as he says: There are two ways to fight a battle like ours. One is to whisper in the ear of the masses, try subtlely and gradually to change the gender expectations and mythic structures of our culture. That’s me. The other is to step up and confront the thousands of atrocities that are taking place around the world on an immediate, one-by-one basis. That’s a great deal harder, and that’s Equality Now. It’s not about politics; it’s about basic human decency.



Well, critics might call it a publicity stunt or whatever, but ultimately the profit from the screenings goes to an organization that is actually doing it for the cause of woman empowerment.