Variety bows charity org

Credit card launch to back cause

By VARIETY STAFF

Variety has created a nonprofit corporation, dubbed Variety Cares, which will raise money and distribute the funds to various entertainment-related charities.

"We believe Variety has a responsibility to participate in helping charities that are related to our community," said Gerry Byrne, publisher. "Variety Cares will help us deepen our involvement."

The charity org was launched this week at a New York fete celebrating the 10th anniversary at Variety of Byrne and Editor-in-Chief Peter Bart. Variety Cares will receive the entire net proceeds of tribute ads in the souvenir program for the Wednesday evening event, which was hosted by Bob and Harvey Weinstein.

The Miramax toppers were asked to designate the first $10,000 raised for their favorite charity. They requested that the money be sent to the Hole in the Wall Gang, a camp founded by Paul Newman for children with cancer and other serious blood diseases.

To support Variety Cares, the publication has introduced a no-annual-fee credit card, which will generate funding for Variety Cares Inc. each time the card is used to make a purchase.

The Variety Cares Platinum Plus MasterCard is issued through MBNA America Bank NA. Its benefits include credit lines up to $100,000, $1 million common-carrier travel insurance and MBNA's Platinum Plus Registry, which offers card and document registry, emergency cash, replacement airline tickets, and a low introductory annual percentage rate for cash advance checks and balance transfers.

A Preferred MasterCard that supports Variety Cares is also available with a host of benefits.

"Creating an affinity card to be a benefit to entertainment-related charities was the priority. We selected MBNA because of their commitment to providing top-quality service to our readers who carry an MBNA credit card," Byrne said.

William P. Morrison, senior executive veepee of MBNA America Bank, said, "Variety is the premier entertainment industry publication. We are very pleased about the prospects of offering a Variety Cares MasterCard to its subscribers and readership."

For a card application or more information, call [phone], source code VJGQ.