Whole Foods Market Launches a Film Festival, Because Why Not

On a day when South by Southwest basked in the afterglow of a wildly successful Bridesmaids screening and Tribeca announced the bulk of its remaining selections for 2011, the last thing on most movie enthusiasts' minds is, "Dang, if only we could saturate this spring with yet another film festival." Nevertheless, here comes Whole Foods Market -- yes, that Whole Foods Market -- with a multi-city, six-film program starting April 1. This could be a good thing, though.

Hitting a total of 40 cities in April, the Do Something Reel Film Festival will contribute a portion of ticket sales to grants for filmmakers dealing with environmental and/or "green" issues. The grants will help underwrite projects in various stages of development, "from conception to completion." This is crucial support, people! Avatar 2 has to start somewhere.

Anyway, the program includes the films Bag It!, Lunch Line, On Coal River, PLANEAT, Urban Roots and Vanishing of the Bees. Another, Dig It, features members of Pearl Jam and streams at the fest's Web site on Earth Day, April 22. Full synopses, trailers, show times, ticket info and other details can be found at the site as well. If nothing else, get excited for the new wave of retail-sponsored film fests! Like, say, the Booze on Film Festival, from presenting sponsor BevMo? I can smell the blockbusters on its breath already. Anything else?

· Do Something Reel Film Festival [Whole Foods]