Local theatre chain’s big-screen generosity
A night-long movie marathon and other cinematic events raise $18,584.22 for the fund
Pulling an all-nighter watching movies about wildlife at camp can be almost more fun than being among wildlife at camp.
Just ask the film fans at Imagine Cinema-Market Square who recently did just that.
Not only did they avoid pesky mosquitoes, they helped raise almost $6,000 to send underprivileged kids to camp — for real.
Market Square’s movie marathon was one of several events held across the Greater Toronto Area at Imagine Cinemas, the new owner of the Rainbow and Magic Lantern Theatres chain which has been sponsoring the marathons for more than a decade.
The event is the brainchild of the chain’s marketing consultant Gulshan Singh who is thrilled that the popular fundraiser continues to generate more interest and money each year. Supporting local charities is equally important to the chain’s new owner, says Singh, “to continue help sending deserving kids to summer camp.”
Movie buffs at Market Square were treated to a night of laughs from such classics as Meatballs, Summer Camp, Wet Hot American Summer and Moonrise Kingdom.
The chain’s local theatres — the Carlton, Elgin Mills, Promenade and Woodbine Centre — contributed a total of $18,584.22, the company’s largest donation to date. Since 2004, the chain has raised $160,852.34 for the fund. “It’s amazing how a small group of individuals from one company can do so much to enrich the lives of so many children,” says Barb Mrozek, director of Toronto Star Charities and Philanthropy. “Rainbow Cinemas is one of our largest fundraising event donors, and we are extremely grateful for their ongoing annual support.”
Supporting the community and the kids is part of the company’s mandate says Graeme Maitland, manager at Market Square where a number of events were held throughout the year, including a craft day where kids made neat stuff like necklaces — the kind they’d create at camp — to benefit the fund.
“There’s a lot of opportunity to help kids in our city and the Fresh Air Fund does that,” says Maitland.
Maitland never went to camp, but he appreciates the impact it has on children.
“I think it’s important because it teaches valuable life skills and gives kids a chance to try new things. But the biggest benefit is making friends and being part of a team.”