Boxoffice Pro - April 2020

Spider-Man (Sony; 2005); Yoda and Darth
Vader (Disney; 2014); E.T. (Dreamworks;
2004), and—by far the most popular pin,
to the tune of $3 million—Universal’s
Minions, who were a hit in 2015.
Universal and DreamWorks are represented
yet again in the 2019–20 Variety
Gold Heart Pin Campaign, featuring the
characters of Poppy and Branch from
Trolls World Tour, in theaters April 10.
Lopez thanks John C. Hall, executive vice
president, distribution, and marketing at
Universal, for the company’s involvement.
“To select the I.P.,” Lopez notes, “we
always look at the slate of upcoming films
and select a family film that is in the right
time frame. We knew Trolls World Tour
would be a hit.” The campaign began in
November and ends on May 31, 2020; pins
can be purchased in participating theaters
and retail outlets in addition to online at
https://usvariety.org/gold-hearts/.
Exhibitors, in addition to studios, are
key partners for the Variety Gold Heart
Pin Campaign. Thirty-one circuits sell
the pins, as do independent theaters. The
exhibitor that’s earned the most money
for Variety—one $3 pin purchase at a
time—is Texas-based Cinemark, which
has supported the campaign since it came
to the U.S. and sells the pin in each of its
344 U.S. theaters.
Guests and employees alike, notes
Cinemark director of corporate responsibility
Lanay Fournier-Stokes, are
enthusiastic about “collecting each year’s
unique Variety Gold Heart Pin. It is the
perfect way for our guests to show their
support for Variety, the Children’s Charity
and to help children who are dealing with
serious illnesses, disabilities, or who are
disadvantaged.
“One of Cinemark’s values is ‘passion
for people,’ and we strive to make an
impact in the communities where our
employees and moviegoers live,” Fournier-Stokes
continues. Across the board,
Variety keeps funds raised by the Gold
Heart Pin Campaign in the same general
geographic area where the pins were
sold. These funds are often used to buy
adaptive bikes, wheelchairs, and other
life-changing equipment for children in
need. (You’ll notice Variety events showcased
every month in Boxoffice Pro’s
Charity Spotlight section.)
The local element to the Variety Gold
Heart Pin Campaign, explains Kelly Nash,
director of marketing at Goodrich Quality
Theaters, is a big part of why her chain
has sold pins and paper hearts in all 30
of its locations, to the tune of, on average,
$55,000 in each of the last five years and
approximately $1 million total. “We’ve
received many local stories over the years
about children receiving equipment,
services, or programs that enrich their
lives,” says Nash. “Our managers enjoy
seeing that our team and customers are
making a difference. Variety partnering
with the film studios makes it fun for our
customers to collect movie-themed pins.”
While most theaters that participate
in the program work with the national
Variety chapter, Cinemark partners with
Variety – the Children’s Charity of Texas,
headed by president and executive director
Stacy Bruce. The campaign, explains Bruce,
provides “an easy way for people to give
back at the level at which they can comfortably
give back. One pin, believe it or not,
does make a difference. Yes, it’s about the
money. Those funds are donated back to us.
But it’s also about the stories.” The promotional
efforts for each year’s Variety Gold
Heart Pin Campaign—including one sheets
and a PSA that can be integrated into preshows—features
“a story of triumph” about
a child whom Variety has helped through
its fundraising efforts. (This year it’s Jeffrey,
who on his 5th birthday received a special
bike from Variety.)
It’s through fundraising efforts like
the Variety Gold Heart Pin Campaign, as
well as the ongoing cooperation of studios
and exhibitors, that Variety continues to
help children in need. Another chain that
participates in the Variety Gold Heart Pin
Campaign is Southern Theatres, which
over 11 years has raised over $1.2 million
for Variety. “With the help of the U.S.
Variety office we have been able to support
many grants to children in the areas in
which we operate,” says president and
COO Ron Krueger, who also serves as the
chairman of Variety’s national chapter. “As
an example, just last year we had a bike
presentation at our Grand 16 in Slidell,
Louisiana, where five adaptive bikes were
given to five deserving children.” The joy
felt by these children and their families
“motivated our staff to sell even more
[pins]. The guests in the lobby at the time
of the presentation were just as excited as
we were. … Our guests’ generosity over the
years demonstrates their excitement and
support of the Gold Heart program.”
Variety always welcomes
new partners worldwide
so they can help as many
kids as possible. For
information on how to
participate in the Variety
Gold Heart Pin Campaign,
please contact:
Within the U.S.:
Erica Lopez,
erica@usvariety.org
Outside the U.S.:
Sharon Castillo,
sharon.castillo@variety.org
April 2020
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