They have announced that when the film is released this weekend, they will donate 10 percent of its proceeds to the Operation USA for Hurricane Katrina disaster relief.
In a partnership with DirecTV, Roll Bounce will also be screened for thousands of people at more than 80 shelters across the Gulf Coast region the night before its theatrical release.
In addition, DirecTV has launched a 24/7 "Hurricane Katrina Information" channel. The channel displays vital information regarding the Katrina relief and recovery efforts to evacuees in shelters (where DirecTV has installed services) and to customers nationwide.
Viewers can now have a personal message scroll across the bottom of the screen in hopes of contacting friends and family separated by the storm. All they need to do is send an e-mail to Katrina@directv.com.
As for Roll Bounce, director Malcom D. Lee (Undercover Brother) and producers Robert Teitel and George Tillman, Jr. (Barbershop) stated in a press release: "We are so proud that the love, laughter and creative force that was poured into making this heart-warming family film will be channeled toward the support of those families in need."