Boxoffice Pro - August 2020

INDUSTRY CHARITY SPOTLIGHT
CHARITY SPOTLIGHT
Golden Link
In June, in-cinema merchandise manufacturer
Golden Link announced that it
would donate 10 percent of proceeds from
a new line of safety products designed
exclusively for cinemas—including the
children’s Justice League masks—to
Variety – the Children’s Charity. “At Golden
Link, we have been looking for an opportunity
to increase our participation with
charities through our work with cinemas,”
said Golden Link president Jeff Waaland
in a statement. “With the current situation,
this seemed like the perfect time to take
action. Not only are these masks providing
protection, but each one sold will help less
fortunate children.”
Showcase Cinemas Pay Tribute
As moviegoers across the United States
sheltered in place inside their homes,
millions of essential workers kept us going.
Showcase Cinemas paid tribute to those
everyday heroes with its “Superheroes
Photo courtesy Golden Link
Aren’t Just in Movies” social media campaign,
launched in April.
The campaign invited customers to
share a photo or video of themselves
dressed as their favorite superhero. “In
these challenging times, we have seen that
superheroes aren’t just in movies. That’s
why we are asking our Showcase fans to
show their support for the everyday heroes
in their lives by sharing a pic dressed as
your favorite movie hero,” said Mark Malinowski,
vice president of global marketing
at Showcase Cinemas. “We‘ll be using the
submissions to create a special pre-show
trailer that will run in Showcase Cinemas
locations nationwide once we open.”
Santikos Entertainment
On March 25, Santikos Entertainment
launched an “employee food bank,” distributing
over 700 free meals to employees
and local first responders. They also
partnered with a local food distributor to
create a curbside “grocery store,” where
employees could purchase food at
cost. Both initiatives remained active
until Santikos theaters reopened. The
John L. Santikos Charitable Foundation
also donated $1 million to the Covid-19
Response Fund.
Paradise Theatre
When Toronto’s Paradise Theatre launched
its “virtual cinema,” they decided to pay
it forward. With every ticket bought for
one of its streaming releases, the Paradise
donated a pair of tickets to frontline workers,
good for when the theater reopens.
The Paradise was inspired by the Jam Jar
Cinema Local Heroes Campaign, which
raised money to distribute free tickets to
frontline workers in the U.K.
“When the necessity of social distancing
comes to a close, Paradise will have what
we’ve been missing: the opportunity to
enjoy the company of others, delighting in
a shared experience, outside of work. And
who deserves that more than the people
Photo Courtesy Paradise Theatre
30 August 2020