The retailer seeks to spread "green" message through the 'Do Something Reel Film Festival.'

Leading retailer of natural and organic foods, Whole Foods Market, has announced their plans to get into the film festival business with a focus on ‘green films.' The roving Do Something Reel Film Festival, which will span a month, will take place in 70 locations in the U.S. beginning April 1st. As opposed to most major film festivals which are sequestered and expensive, to make the films accessible to larger audiences it will travel to local theater chain within proximity to Whole Foods Markets locations.

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