World Wildlife Fund Press Release: 

In the new fantasy adventure film "The Golden Compass," polar bears protect themselves with suits of armor. In the real world, threats to polar bears are not so easily abated. This majestic species is one of many in danger of extinction due to harsh changes in climate, which is why New Line Cinema has launched a unique partnership today with the World Wildlife Fund to help educate the public about the impact global warming is having on animals throughout the world.

"Connecting WWF's real work to combat global climate change to the fantasy world portrayed in 'The Golden Compass' is a natural fit," said John Donoghue, senior vice president of World Wildlife Fund. "We hope the excitement generated by '"The Golden Compass"' will draw attention to real issues impacting our planet and encourage people around the world to take action to protect and conserve nature."

"Polar bears are an iconic image in our film, and this is a very organic partnership for us," says Chris Carlisle, New Line's President of Domestic Marketing. "It adds an important layer to our campaign and we're thrilled to work with the World Wildlife Fund and support the work they do."

Through the partnership, visitors will be able to log on to a special web site at worldwildlife.org/goldencompass where they can view a panoramic lineup of the animal spirits or "daemons" featured in the film, many of which are the same species that WWF works to protect in the real world. Fans of the film can also show their support for WWF and its message of species protection by "adopting" a real-life animal whose species is featured in the film - including polar bears, snow leopards, and monkeys through the site.

Visit the special web site at worldwildlife.org/goldencompass , click to read more on the World Wildlife Fund website.  or read more World Wildlife Fund Stories in our News Feeds section.