Cinepolis, an international movie theatre chain based in Mexico City that believes that people go to the movies in order to learn about better eyesight, has successfully demonstrated the business practice of corporate social responsibility to the public through its visual health campaign known as "Del Amor Nace la Vista" (Love Gives Birth to Eyesight). One primary way Cinepolis communicates visual health to its patrons is through the trailer messages shown prior to the feature presentations. Because business sustainability is commonly defined by three pillars, economic, environmental, and social development, the authors examine how Cinepolis successfully served the social dimension of business sustainability. This article discusses this specific business practice of social responsibility as a part of sustainability and its successful impact on improving visual health in Latin America. (Contains 1 figure.)