Kendrick Lamar and record label Top Dawg Entertainment bought out three cinemas so that kids living in housing projects in Los Angeles can watch Black Panther for free, The Fader reports.
WATCH THE TRAILER FOR BLACK PANTHER:
Lamar and Top Dawg CEO Anthony Tiffith bought out five shows in the three theatres on Saturday 17 February, with almost 1,000 seats being made available for children from the Watts housing project to head along to the screening of the film.
Kids living in the Nickerson Gardens, Jordan Downs and Imperial Courts areas were able to access entry to the film screening by visiting their respective housing development offices.
The film - which is out now - is clearly very dear to Lamar, who was the driving force behind the already critically-acclaimed soundtrack. Curated and produced by Lamar and Anthony 'Top Dawg' Tiffith, it features singles including 'All the Stars' and 'King's Dead'.
And Lamar isn't the only one forking out for the underprivileged - T.I. and Octavia Spencer have also reportedly sent thousands of children to see the movie, with many more campaigns also on GoFundMe. Good hustle, guys.
Black Panther is also being hailed as the best superhero movie of all time. The trailer, which was released last summer, gave us the impression that we'd be in for a wonderfully intense ride - and now it seems that the film might just have delivered the highly anticipated, hyped-about goods that the first look promised, with critics singing its praises across the board.
The Chicago Sun Times' Richard Roeper said: "Black Panther is one of the best superhero movies of the century."
Kirk Baird of the Toledo Blade wrote: "Not since Christopher Nolan's The Dark Knight Rises has a superhero film so openly expressed politics - not so much ideology but a cultural mood - and taken so many chances."
Based on Jack Kirby's 1966 comic, the movie - the 18th in Marvel's expanding cannon - has been called a long overdue celebration of African culture, heritage and heroes.
It features the franchise's first ever predominantly black cast, and, at London's European premiere earlier this month, many of the stars turned up in traditional African dress.
Chadwick Boseman - who stars as the title character T'Challa, King of Wakanda - has also spoken out about the heavyweight subjects behind the movie,such as identity and equal representation.
"You might say that this African nation is fantasy," the 40-year-old told TIME magazine. "But to have the opportunity to pull from real ideas, real places and real African concepts, and put it inside of this idea of Wakanda-that's a great opportunity to develop a sense of what that identity is, especially when you're disconnected from it."
Featured Image Credit: PA/Marvel