By David Spunt

PHILADELPHIA (CBS) — Local business leaders are busy asking for private donations so they can send students to see the movie “Selma” for free.

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Out just one week, “Selma” is already making a name for itself. It’s the story of Dr. Martin Luther King Jr. and his persistent fight for equality.

Business leaders in Philadelphia began raising money last week, after business leaders in New York took their campaign to social media. The hashtag #SelmaForStudents continues to gain popularity by the hour.

“I really want to look and see on the faces of what kids feel,” said Citizen’s Bank Senior Vice President Henri Moore.

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Moore is one of several local business leaders who have helped raise $44,000 to send 4,400 students to see the film.

She is also working with Mayor Michael Nutter and city officials to make several Saturday showings possible. She’ll join Nutter and students Saturday at the Pearl Theater at Avenue North near Temple University.

“The movie is so timely with all that’s happening in the world and I think it will do a lot to lift kids and give them hope,” she said.

There will also be showings on Sunday and Monday at other theaters. Philadelphia students in grades 7, 8 or 9 can present a valid student ID or report card.

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For more information and a list of participating theaters, click here.