New York - VH1 is hoping to generate a six-figure windfall for its Save The Music Foundation from its pay-per-view/video-on-demand partnership with sister company Paramount Pay Television surrounding the studio's hit movie School Of Rock.
As part of the agreement, Paramount starting April 16 will donate a portion of the proceeds from School of Rock VOD and PPV buys to VH1's Save the Music Foundation, a nonprofit organization dedicated to improving the quality of education in U.S. public schools.
VH1 president Christina Norman said operators will also have the opportunity to donate a portion of their booty from the film, which stars Jack Black.
Cox Communications Inc.'s New Orleans system has already pledged to offer 10% each movie buy.
"To be able to tie in School of Rock, which is about music and kids, with the Save the Music Foundation was an easy decision," Norman said. "Why not try to drive revenue to the foundation by letting people do what they love to do, which is watch great movies?"