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Questlove Started the #WrinkleChallenge So More Children Can See ‘A Wrinkle in Time’

In the early morning hours of Tuesday, drummer and producer Questlove was busy calling out celebrities for the #WrinkleChallenge, but it’s not what it sounds like.

Far from having anything to do with aging or skincare, the Roots frontman reached out to celebrities on Twitter and asked them to donate “$10 bucks or $10 katrillion” so that more children will have the chance to see “A Wrinkle in Time.” 

Questlove asked celebrities to donate to “Give a Child the Universe,” a joint initiative between the non-profit Color of Change and AMC Theaters, which will give one child a free ticket to see “A Wrinkle in Time” for every $10 pledge it receives.

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So far, the legendary drummer has invited “Blackish” star Anthony Anderson, Rosario Dawson, and “A Wrinkle in Time” star Oprah, help “kids of all kinds [to] see images of themselves throughout the universe.”

But it’s not just celebrities who are participating in the challenge, Questlove’s followers and Twitter users are getting in on the action too.

And even Ava DuVernay, the film’s director, has taken notice.

“A Wrinkle in Time,” Madeleine L’Engle’s novel of the same name, will publicly premiere on March 9, but is already being celebrated as a victory for diverse representation in the movies.

According to Investopedia, the average cost of producing and marketing a major movie in 2007 was about $100 million. Yet, 10 years later, DuVernay is only the first female African American director to have a budget of more than $100 million for a live-action film, the Los Angeles Times reported.

DuVernay told the Los Angeles Times that her vision for the film was one of diversity on screen.

Read more: This Teen Raised $25K to Let 1,000 Girls See ‘A Wrinkle in Time’

"I wanted the Mrs. [the story’s main characters] of all different shapes, sizes, ages, cultures, races," DuVernay said. “I knew I wanted a black one and a white one and someone who was not either."

Another of the film’s main characters, a “nerd” played by 14-year-old Storm Reid, is being celebrated as an example for girls — particularly girls of color — hoping to pursue stereotypically male-dominated STEM (Science, Technology, Engineering, and Math) fields.

If Questlove has anything to say about it, when “A Wrinkle in Time” premieres on Friday, theaters will be full of children ready to be inspired and to, at last, see a diversity of actors on screen that looks a little more like their worlds.

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