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CRA approves $60,000 media allocation to promote downtown cinema, board requires quarterly reports
Summary
After a multi-hour debate, the CRA approved a $60,000 allocation of its FY2026 marketing ad buy to show downtown/Cinema Paradiso messaging before screenings, to be released in quarterly tranches with quarterly reporting and evaluation. The vote passed 5–2 amid divided views about marketing efficacy and past subsidies for the cinema.
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…
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