HBO Max launches 20 Days of Kindness campaign
November 11, 2020
By Nik Roseveare
HBO Max, the US streaming service, has kicked off a 20 Days of Kindness campaign in tandem with their new film Superintelligence from New Line Cinema.
Star Melissa McCarthy and director Ben Falcone announced the campaign during their appearance on the Today Show while launching the first trailer for the movie. With a ’20 for 20 in 20′ initiative, HBO Max will highlight and donate $20,000 to a different good cause daily for 20 days while encouraging others to lend their support along the way. In addition, AT&T helped kick off the campaign with a $1 million contribution to Girls Who Code.
Superintelligence launches on HBO Max on Thanksgiving Day, November 26th.
In addition to media appearances by McCarthy, on November 13th, World Kindness Day, the campaign will celebrate acts of kindness shared across social media. Content can include a post, tagging someone with a kind word, or showing a short video of a random act of kindness. Talent and influencers will help launch the programme encouraging others to participate using the hashtag #20DaysOfKindness.
In the movie, when an all-powerful Superintelligence (James Corden) chooses to study the most average person on Earth, Carol Peters (McCarthy), the fate of the world hangs in the balance. As the A.I. decides to enslave, save or destroy humanity, it’s up to Carol to prove that people are worth saving.