Spending movie marketing money on charity

I would like to see lots more charity projects as publicity stunts like this Walter Mitty Philippines trip, even if the studios get to write off their marketing budgets as charitable donations. Wouldn't that be great if all marketing budgets turned into foreign aid instead? Even if we get "Coca Cola Presents Uganda Aid 2014", I think we'll come out on top.

By the time Casey Neistat suggested spending $25K on a trip to help typhoon victims in the Philippines, 20th Century Fox kind of had to let him do it. They'd look like major douches if they turned him down, and it still kind of fits into the theme of the contest they were running. I understand Walter Mitty does some travelling to poor areas in the film. Plus they still get their publicity. It's not as if Neistat just took the money, quietly gave it to people and went home without a fuss. He gave it to them on video on behalf of 20th Century Fox and The Secret Life of Walter Mitty, and it's going viral. Everyone wins.

Mokalus of Borg

PS - I'm not sure yet if I'll see the movie.
PPS - It's on the list, but so are lots of movies I might not end up seeing.