I don't know exactly when Star Wars 7 director J.J. Abrams decided to use set reveals to raise money for charity, but if I had to guess I'd say it was some time after people went totally apeshit for those "leaked" pics of the Millennium Falcon back in June. Abrams probably saw the way people reacted and asked, "How can I take this weird boner grown men have for this movie franchise and use it to do something good?"
The solution he came up with is pretty brilliant. Make a video asking people to donate money to "Force for Change," a charitable effort trying to raise money for UNICEF's Innovation Labs. In that video slowly pan out to reveal an entire X-Wing Fighter. The video will spread like wildfire, because the internet is run by geeks and geeks love this stuff. Then, when people watch the video and hear how donating could win them a role as an extra in the film, or possibly an advanced screening for 20 of their closest friends, "Force for Change" will raise lots of money.
Well done, J.J. Abrams. Well done.