It's a fundraiser collecting cash faster than a speeding bullet.
A fundraiser as powerful as a locomotive.
And if you look into the Vernon sky, well, there may be a bird or a plane passing by, but the building's marquee will read about the Man of Steel.
The Towne Theatre launches its fundraising campaign to make accessibility improvements to the historic theatre by playing a summer blockbuster flick, the new Superman (2025) movie, for a three-week run.
There will be special sneak peak screenings in advance of the film's official opening Friday, July 11.
"To support this community project, all you have to do is come to see a great movie, in a bigger theatre, with the best sound in town, and all for less money than you would spend to see it a big chain theatre. And no 20 minutes of commercials," said Scott John of the Okanagan Screen Arts Society, which owns and operates the Towne Theatre.
The cinema will be using its take of the box office proceeds to help fund accessibility renovations.
In the new movie, David Corenswet (House of Cards, The Politician) plays Superman, who must reconcile his alien Kryptonian heritage with his human upbringing as reporter Clark Kent. As the embodiment of truth, justice and the human way, he soon finds himself in a world that views these as old-fashioned.
The late Christopher Reeve played the Man of Steel in the 1978 film epic, but would later be paralyzed in 1995 following a horse-riding accident. He died at age 52 in 2004. Reeve and his wife Dana, through their Christopher Reeve Foundation, have been outspoken advocates for disability rights.
The special events in Vernon will start on Thursday, July 10 with a family-oriented screening at 2 p.m., where all kids will get a fun souvenir along with door prizes and giveaways.
The main Walk the Red Cape superhero dress up event will be at 6 p.m. Dress as your favourite hero or villain and enjoy prizes and giveaways.
A 9 p.m., 19-plus licensed event with themed drinks will follow for those that want a date night or time out with friends.
The movie will be playing for three weeks following the advance screening special events, so there will be lots of opportunities to help support the accessibility improvements at The Towne.
"Normally, small independent theatres across North America are blocked from competing against the chain cinemas and not allowed to screen films in competition in the same market," said John. "Warner Brothers has followed Paramount Studios in making an exception for The Towne to access some of these bigger titles during their otherwise normally slow summer months."
Leading up to the opening events The Towne, in partnership with many local businesses, will be running a Not All Heroes Wear Capes social media campaign, which will invite local residents to post positive stories about their own personal hero online and tag the theatre for entries into several prize baskets (worth a minimum $750) as well as having their name immortalized on a seat plaque in the auditorium.
For more information, follow The Towne on Facebook (https://www.facebook.com/TheTowneVernon) and details will be released soon.
Armstrong Regional and Otter Co-Ops recently kick-started the accessibility project fundraising campaign with a $32,000 donation. A successful grant application for a federal program has added another $125,000 (for a total of $157,000 and almost 30 per cent of the theatre's goal before even the official kick-off) toward the improvements.
The renovations will include a lobby lift, power doors, an accessible bathroom, purchase of updated equipment to support a hearing loop and close captioning, as well as a reconfiguration of the lobby to fit in the added amenities.
The total cost of the project will be $550,000, with an additional $300,000 expected to be raised through grants and in-kind sponsorships.
A remaining $75,000 local fundraising campaign will start with the proceeds from the Superman screenings, along with other events over the coming months with auctions of vintage posters, benefit concerts, raffles, and other fun community events.
Direct donations can also be made online at .
The Towne Theatre is operated by the non-profit Okanagan Screen Arts Society, and was recently awarded the Independent Spotlight Award in 2023 by the industry as the top indie theatre in Canada.
