Hereafter, the 2010 Matt Damon vehicle directed by Clint Eastwood, hit DVD and Blu-Ray in the U.S. on March 15th. In Japan, the film had been recently circulating theaters, but because of a scene depicting the 2004 Indian Ocean Tsunami, the film was pulled. Now, the Los Angeles Times is reporting that an unnamed percentage of funds from the purchase of Hereafter will go into a tsunami relief fund.

The decision to send money to the Japanese Red Cross Society is both a graceful gesture and a genius marketing maneuver. Not that I’m suggesting this is purely a business decision -- I’m sure Warner Brothers feels badly that a disaster-based film with a tsunami in it hit theaters just as shit went down in Japan -- however, for a movie that only made a little over $32 million domestic on a $50 million budget, any press is good press.

The president of Warner Bros. Home Entertainment Group, Kevin Tsujihara, spoke up about the Hereafter tsunami efforts, stating, “Our hearts and prayers go out to the people of Japan. We are committed to supporting relief and rebuilding efforts during this difficult time.” If you are interested in helping out Warner Brothers and the Japanese Red Cross Society, the film will run you $29.98 at full price, but it’s going for $13.99 on Amazon.

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