The Hollywood Community Redevelopment Agency on Nov. 5 approved an allocation of $60,000 from the CRA’s FY2026 marketing ad buy to run promotional messaging at the downtown cinema (Cinema Paradiso), with staged releases tied to quarterly reporting and board review.

The motion, made by Board Member Lehi and seconded by Board Member Bitterman, passed 5–2. Commissioners Jorge Hernandez and Gruber voted no.

What was requested
Jennifer Holman, executive director of the Hollywood Art & Culture Center, described taking over management of the cinema in June and reported attendance averaging roughly 800 patrons per month across a mix of regular screenings, festivals and special events. Holman said the operation’s monthly operating gap had been reduced from about $4,000 to $2,000 and requested CRA support for a $60,000 media buy to show brief promotional spots to cinema audiences and to cross-promote downtown businesses.

Holman: operations and rationale
Jennifer Holman said the cinema has drawn event audiences from outside Hollywood and is being used for film festivals, director talks and cross-promotional events with downtown restaurants. “Our attendance right now is anywhere between 600 and a thousand per month,” she said, adding that the organization has reduced operating deficits since assuming management in June.

Board debate
Supporters argued the cinema is a unique downtown amenity that can help drive visitor behavior and lift adjacent restaurants and retailers. Board Member McCleary and others described the current management’s increased activity, data tracking and partnerships with restaurants and cultural groups as evidence of momentum.

Opponents questioned whether the CRA’s marketing dollars should be used for a single venue instead of general-purpose digital advertising to draw broader downtown visitation. Commissioner Hernandez and Board Member Gruber said the cinema had been subsidized in prior years without clear return and pushed for a digital ad strategy or other uses of funds that could reach more potential visitors.

Compromise motion and oversight
The board settled on a compromise: the $60,000 allocation will be released in quarterly tranches (approximately $15,000 per quarter) contingent on reporting and performance updates to the CRA. Staff was also directed to continue to seek permissible alternative city funding sources and to coordinate downtown marketing and cross-promotion with restaurants and other venues.

Quotes
“Our tickets are $10 and $12… We tell everybody about the dollar an hour parking,” Jennifer Holman said, describing current pricing and outreach. Board Member McCleary said she had seen “off‑the‑charts” energy at recent events and urged the board to give the new management a chance while requiring measurable reporting.

Next steps
Staff and the cinema leadership will provide quarterly performance reports to the CRA documenting attendance, revenue, rentals and marketing results. The board directed staff to identify any other permissible funding sources and to pursue coordinated digital and in-venue promotion of downtown businesses.