You couldn聮t help but notice how well-suited one of Tuesday聮s feature presentations at Sidney聮s Star Cinema 聴 Sparkle, the musical drama about the struggles of aspiring stars 聴 was when you consider the theatre聮s name and its own challenges.While Sparkle is best known as Whitney Houston聮s last movie, it was the title of another singer聮s megahit 聴 Gloria Gaynor聮s I Will Survive 聴 that sprang to mind at the quaint community theatre fighting for its life as digital doomsday approaches.Loyal patrons, volunteers, politicians, businesses and service clubs have rallied to save Sandy Oliver聮s beloved two-screen movie house from extinction since Hollywood confirmed it would stop releasing 35-millimetre prints by the end of next year.The industry聮s switch to digital has been in the works for a decade, with Cineplex, Empire Theatres and Cinecenta having made the costly conversion. Now it聮s crunch time for the mom-and-pop operations.While the benefits of digital projection are obvious 聴 sharper picture quality and sound, compact cartridges cheaper to produce and distribute and programming flexibility 聴 the switch is putting many small-town theatres on life support.They lack the profit margins to be able to afford new digital projectors that can cost upwards of $80,000.The Star, averaging 3,000 patrons monthly, is more than just another endangered cinema. It聮s a cultural hub in Sidney, a social gathering place with a sizable audience of seniors that聮s now attracting younger fans.聯They聮re the ones who eat the most popcorn,聰 Oliver jokes.Aside from its homey feel, the theatre is known for eclectic programming inspired by customer feedback; the personal touch, as in how Oliver, manager Lindsay Pomper and their paid staff and volunteer ticket-takers greet customers; pre-show introductions and as a venue for fundraising and live events like a Marlene Dietrich tribute Oct. 18.It聮s also where regulars put their money where their mouths are. Recent hits requested include The Intouchables and what Pomper calls 聯our highest-grossing movie ever聰 聴 The Best Exotic Marigold Hotel.It聮s no wonder there聮s been such grassroots enthusiasm for a fundraising campaign Oliver had to launch May 18, echoing the actions of other imperilled small-town theatres such as Powell River聮s historic Patricia Theatre. The Sidney twin cinema聮s goal is $200,000, to cover the cost of two digital projectors, including one purchased last year when the theatre聮s aging 35mm workhorse broke down, and to upgrade 30-year-old seats inherited from the old Odeon.聯The Star is almost an institution,聰 said Ken Podmore, the Sidney councillor and town crier.聯Where else can you go where they go down front and introduce the films to you? It聮s a special little place.聰Podmore organized A Starry Afternoon of Music, a fundraiser that drew 400 people to Sidney聮s Beacon Park. The Bayside Big Band, The Islanders and others donated talent, and Oliver brought her popcorn machine. About $4,700 was raised.Another volunteer staged an auction that raised $2,200, and 聯one young man took us from $45,000 to $65,000,聰 Oliver said 聴 the regular from Florida enlisted two Albertan donors to write $10,000 cheques.Others held garage sales and one patron聮s daughter saved her allowance to buy one of the 275 theatre seats that were available for purchase in memory of Star fans or other loved ones, with names inscribed.For the same price 聴 $150, or $250 for a business 聴 you can buy a piece of a projector and get your name on a plaque.There are also $500 Gold Star and $1,000 Star Director sponsorships. For $90, you can become an official Star supporter.Having to raise funds to stay afloat because of technology has been a bitter pill to swallow, especially during a tough chapter in Oliver聮s life. Her sister Carolyn Lewis, who cheerfully greeted customers since they opened the Third Street theatre in a former bingo hall with original partners Judy Gwynn-Williams and Marlene Holt, died in May after a battle with cancer.Oliver also had to take several years off to care for her late husband, Ken, when he was diagnosed with a brain tumour.聯We聮ve been forced to jump in at the research and development stage,聰 she laments. 聯There聮s nothing rational about it.聰Still, she聮s elated $105,000 has been raised so far. The milestone is marked on a large image of a film strip in the theatre聮s funky star-themed lobby, where you聮ll also encounter CineMutt, Lewis聮s stuffed dog lying on a blue chaise lounge; mice figurines she collected; a donation jar; and an autumnal shrine to Lewis.聯Some of the funds reflect love and support for my sister,聰 acknowledges Oliver, who formerly managed Saltspring Island聮s community theatre. 聯Cinema was her life.聰Oliver can barely contain her gratitude as she greets customers.聯We have such a sweet community,聰 she says. 聯The moral support and love they have for this theatre is astounding.聰Volunteer Ken Rothe, 70, personified that as he took tickets.聯I don聮t want to lose this cinema,聰 he said. 聯We聮re so lucky to have it.聰For Bill and Sheena Heuman, a middle-aged Central Saanich couple, it聮s a tradition.聯Once a week, every Tuesday, we聮re here, sitting in the front row. It聮s our date night,聰 Bill said.Other regulars include Renee Heatherington and Bob Thompson.聯It聮s an integral part of this community, very warm and welcoming,聰 Bob said. 聯We want to make sure the lights stay on.聰It聮s such feedback that has inspired the Save Star Cinema campaign, said Oliver.聯It聮s a lovely little business,聰 she said. 聯You get to welcome people into a movie and share this pleasure they have.聰
