I have some fresh perspective on OLC, though, since reading this press release from two days ago. The company has donated a total of 200M yen (about 2.5M US$) independently (on 3/18 and 3/30) and raised over 400M yen through park promotions and merchandise produced specifically for the Tohoku victims (donated 5/19).
In addition, they planned and conducted special greeting events for children in schools and shelters in Iwate, Miyagi, and Fukushima. I think this news has been kept fairly quiet due to concerns that if the public had known about these events, many fans may have shown up and taken the focus off of the children. I find it deeply disturbing that fears about overzealous fans taking over the events had to be an actual planning consideration, but I suspect it was probably a smart move.
Tokyo Disney Resort also teamed up with the Japan Association of Travel Agents to put together a free bus tour for 150 pairs of 1 elementary-aged child + accompanying adult twice in May and once this month, for a total of 900 people. The trips include ￥2500 Gift Cards for meals. The 2-day tours also included a visit to the Tokyo SkyTree, still currently under construction and accomodation for both days was also paid for.
I still don't understand why the popcorn + web promotion was affected by the earthquake, but OLC has been much more active than I was aware. Anyone know of other relief activities by Oriental Land Company?