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Date: 12/12/2023
SOUTH HADLEY — Tower Theater will be the recipient of a $30,000 state grant in efforts to support and revitalize the independent movie theater industry.
Announced on Nov. 28 by State Sen. Jake Oliviera (D-Ludlow) and State Rep. Dan Carey (D-Easthampton), the grant comes from the Massachusetts Growth Capital Corporation’s Movie Theater Grant Program as part of a larger financial investment to help local theaters like Tower after the severe impacts from the challenges of the coronavirus pandemic.
In the November 2022 ARPA/Economic Development bill, the Legislature dedicated funding to support movie theaters in the state most negatively impacted by COVID-19. In conjunction with the Massachusetts Growth Capital Corporation, the Executive Office of Economic Development established the Movie Theater Grant Program to administer the funds to theaters across the state.
Now with that funding in action, 44 theaters have been awarded $2.7 million in total, including seven nonprofit theaters.
Tower Theaters owner Robert Adam told Reminder Publishing while they have recovered and are surviving through the coronavirus pandemic’s challenges, this state funding was helpful in the struggle for independent theaters.
“All businesses have been struggling to recover but the movie industry’s been particularly effected as content was reduced for a while and nobody was coming to theaters, so things recovered, and we are surviving, but the content has not yet gone back to normal,” Adam said. “There’s been good points like “Barbie” and others have been amazing movies so there is still interest out there, but it’s just been very difficult to maintain costs and expenses with less content and reduced audiences at times.”
Adam said while audiences have been returning over the last year-plus, content is still behind due to complications from the writer and actor’s strikes in Hollywood.
“Small theaters, independent theaters, art houses, all those little guys have been extra hit because we don’t have the content level or the deep pockets like a Cinemark has,” Adam said. “We represent part of our community. We serve South Hadley and all the neighboring towns around here. We’re a good, nice safe, clean place to go for movies. The value it has to the community, I think the state realizes that we don’t want to be just all Megaplexes, they want these small theaters to still be around.”
Oliviera said he believes the program reflects the Legislature’s commitment to supporting small businesses across the state that were saddled with burdens related to COVID-19.
“Small businesses are one of the backbones of Western Massachusetts, and Tower Theater is a locally owned and operated establishment that made so many sacrifices and persevered through it all,” said Oliviera. “I’m thrilled to see them receive this well-deserved grant opportunity to support and grow their terrific entertainment services, and I’m excited to see them make the most of it. I know they will.”
Carey expressed excitement for the announcement and pledged continued support for the local theater.
“Congratulations to Tower Theaters. While movie theaters were hit especially hard during the COVID pandemic, it is wonderful to see them bouncing back. From ‘Barbie’ to ‘Super Mario Bros.’ to Taylor Swift’s ‘Eras Concert,’ some stories are best enjoyed on the big screen,” Carey said. “The Tower Theaters is a gem in the community and an asset to the region. I’m proud to support them through this grant program.
Tower Theaters is a staple of the Village Commons in South Hadley and has provided a diverse selection of films on its two screens since 1989. This grant will enable Tower Theaters to continue its mission of bringing quality entertainment to the community while adapting to the evolving needs of the industry.
The Massachusetts Growth Capital Corporation is a quasi-public economic development agency that supports the growth and development of businesses in Massachusetts. The Movie Theater Grant Program is part of efforts to revitalize independent movie theaters across the state, recognizing their importance as cultural and economic anchors in local communities.
Having owned Tower Theater for 25 years, Adam said they serve a very important purpose in the community by providing a space for films.
“Not just in South Hadley but Granby, Belchertown, Chicopee, Holyoke, even some towns further away. We have customers that actually drive past other theaters to get here,” Adam said. “It’s an important thing. We’re only two screens, which means we don’t have a lot of stuff, but people look to come to us when they can.”