 The summer campaign is a time-honored tradition that began in 1936 and starred James Cagney, Humphrey Bogart and Bette Davis, and recently has been hosted by celebrities such as Anthony Hopkins, Tommy Lee Jones, The Rock and Geena Davis.After viewing the theatrical public service announcement, moviegoers support the Institute by making a donation or purchasing a special combo pack at the movie theater's concession stand.The generosity of movie patrons - with the support and dedication of movie theaters, movie studios and sponsors - has enabled Will Rogers Institute to collect over $90 million for its causes.