How to get people to see An Inconvenient Truth?

Lincoln said in the darkest days of America's darkest passage: "We must disenthrall ourselves, and then we shall save our country."*

Lots of people don't want to see the film; some don't even want to go if they're offered free passes. How do we reach them?

Once they see it, some shift straight into "it's hopeless" despair; how do we reach them?