The film began a limited release on December 25, 2016, before a wide release on January 6, 2017.[49][50]
Charity screenings
After Hidden Figures was released on December 25, 2016, certain charities, institutions and independent businesses who regard the film as relevant to the cause of improving youth awareness in education and careers in the science, technology, engineering, and mathematics (STEM) fields, organized free screenings of the film in order to spread the message of the film's subject matter.[51] A collaborative effort between Western New York STEM Hub, AT&T and the Girl Scouts of the USA allowed more than 200 Buffalo Public School students, Girl Scouts and teachers to see the film. WBFO's Senior Reporter Eileen Buckley stated the event was designed to help encourage a new generation of women to consider STEM careers. Research indicates that by 2020, there will be 2.4 million unfilled STEM jobs.[52] Aspiring astronaut Naia Butler-Craig wrote of the film: "I can't imagine what that would have been like: 16-year-old, impressionable, curious and space-obsessed Naia finding out that Black women had something to do with getting Americans on the moon."[53]
Also, the film's principal actors (Henson, Spencer, Monáe and Parsons), director (Melfi), producer/musical creator (Williams), and other non-profit outside groups have offered free screenings to Hidden Figures at several cinema locations around the world. Some of the screenings were open to all-comers, while others were arranged to benefit girls, women and the underprivileged. The campaign began as individual activism by Spencer, and made a total of more than 1,500 seats for Hidden Figures available, free of charge, to poor individuals and families. The result was seven more screenings for people who otherwise might not have been able to afford to see the film - in Atlanta (sponsored by Monáe), in Washington, D.C. (sponsored by Henson), in Chicago (also Henson), in Houston (by Parsons), in Hazelwood, Missouri (by Melfi and actress/co-producer Kimberly Quinn), and in Norfolk and Virginia Beach, Virginia (both sponsored by Williams).[54]
In February 2017, AMC Theatres and 21st Century Fox announced that free screenings of Hidden Figures would take place in celebration of Black History Month in up to 14 select U.S. cities (including Atlanta, Chicago, Dallas, Los Angeles and Miami). The statement described the February charity screenings as building broader awareness of the film's true story of Black women mathematicians who worked at NASA during the Space Race.[55] 21st Century Fox and AMC Theatres also invited schools, community groups and non-profit organizations to apply for additional special screenings to be held in their towns. "As we celebrate Black History Month and look ahead to Women's History Month in March, this story of empowerment and perseverance is more relevant than ever," said Liba Rubenstein, 21st Century Fox's Senior Vice President of Social Impact, "We at 21CF were inspired by the grassroots movement to bring this film to audiences that wouldn't otherwise be able to see it - audiences that might include future innovators and barrier-breakers - and we wanted to support and extend that movement".[56]
Philanthropic non-profit outside groups and other local efforts by individuals have offered free screenings of Hidden Figures by using crowdfunding platforms on the Internet, that allow people to raise money for free film screening events.[57][58] Dozens of other GoFundMe free screening campaigns have appeared since the film's general release, all by people wanting to raise money to pay for students to see the film.[57]
In 2019, The Walt Disney Company partnered with the U.S. Department of State on the third annual "Hidden No More" exchange program, which was inspired by the film and brings to the United States 50 women from around the world who have excelled in STEM careers such as spacecraft engineering, data solutions and data privacy, and STEM-related education.[59] The exchange program began in 2017 after local US embassies screened the film to their local communities. The support for the screenings was so positive that 48 countries decided to each nominate one women in STEM to represent their country on a three-week IVLP exchange program in the United States.[60]
Merchandising
Following the 2017 Lego Ideas Contest, Denmark-based toy maker The Lego Group announced plans to manufacture a fan-designed Women of NASA figurine set of five female scientists, engineers and astronauts, as based on real women who have worked for NASA. The minifigures planned for inclusion in the set were Katherine Johnson, computer scientist Margaret Hamilton; astronaut, physicist and educator Sally Ride; astronomer Nancy Grace Roman; and astronaut and physician Mae Jemison (who is also African American). The finished set did not include Johnson. The Women of NASA set was released November 1, 2017.[61][62][63]
The Miracles' 1961 chart hit, "Mighty Good Lovin'", written by lead singer Smokey Robinson, is played in the film during the house party dance scene, and was also heard in the closing credits.[64][65]
Home media
Hidden Figures was released on Digital HD on March 28, 2017, and Blu-ray, 4K Ultra HD, and DVD on April 11, 2017.[66] The film debuted at No. 3 on the home video sales chart.[67]
