HOLLYWOOD—On Wednesday, December 23, Sony Pictures Entertainment announced it is offering NFL players, team owners, and their families, free admission to the football-related brain trauma motion picture “Concussion,” throughout the duration of the film’s nationwide release, which officially hit theaters on Christmas Day.

By presenting an NFLPA membership card at any Cinemark theater across the nation, players will receive complimentary admission for themselves and one guest.

Prior to the film’s opening day, the studio held private screenings in each NFL city, reaching out to past and present NFL players.

According to a press release from Sony Pictures, the studio’s goal is to reach out to those who are highly impacted by the film’s themes and to engage with NFL players to join the national dialogue about the film.

“This is a movie for the players, so we wanted to give them a chance to see it before its nationwide release and free admission during its run in theaters,” said producers Ridley Scott and Giannina Scott in a joint statement.

“The movie is so inspiring – Will Smith gives one of the best performances of his career as Dr. Bennet Omalu, a man who shined a light on the truth. The odds were stacked against him, but he had the truth on his side, and now, his discovery is all anyone’s talking about. We think the players will enjoy watching this movie about Dr. Omalu’s incredible courage – courage that changed the game.”

“Concussion,” starring Smith, is a drama centered around American immigrant Dr. Omalu, a forensic neuropathologist, who made the first discovery of CTE, a football-related brain trauma, in a pro player and his motivation to bring the issue to the American public.