Film festivals can be esoteric affairs, but Whole Foods Market has a different take. The Austin-based retailer is preparing to introduce Do Something Reel Film Festival next month.
The natural grocer’s festival features a collection of six films focused on passionate people making a difference in the world. The films will be shown in theaters around the nation, with proceeds from ticket sales going to grants to help produce more environmentally-minded films.
According to The New York Times, Marci Frumkin of a Whole Foods said, “We’re bringing the film festival to the people, instead of making them go somewhere like Park City.”
Here’s the trailer for one of the films: