So now, when the theater needs to raise $60,000 to buy new digital screening equipment or risk closing next year, the community has rallied around its theater. As of last night, more than 750 people had pledged more than $48,500 — less than a week after the campaign was launched — to save CinemaSalem. All of this for a business, not a charity.
That’s a testament to what a good business can mean to a community.
CinemaSalem has shown it cares about Salem; now it’s clear that Salem cares about its cinema, too.