Salmar Cinemas in Salmon Arm, BC, has been a community gathering place since May 1949, when it first opened as the Salmar Classic Theatre to honour and serve local war veterans. More than 75 years later, it’s still operating with the same community spirit – after all, the community literally owns it!
As a non-profit guided by a volunteer board, Salmar reinvests all revenue back into the theatre and community. That means funding scholarships for local students, providing grants to community initiatives and continually upgrading their facilities. They show first-run films and major studio releases, partner with a local film society for art-house programming, host live Met Opera screenings, and more.
In 2024, Salmar celebrated its 75th anniversary by opening up their back lot for a community barbecue complete with bouncy houses, games, giveaways and a free screening of Despicable Me.
We spoke with General Manager Jody Jones, who started at Salmar when she was 14 and has worked nearly every position the theatre has to offer over the past 20 years.
Tell us about Salmar Cinemas:
Salmar Cinemas is a community-owned, non-profit four-plex located in Salmon Arm, British Columbia. Our story began in May 1949 with the opening of the Salmar Classic Theatre, which was originally built to honour and serve local war veterans. Over the decades, the theatre has remained an important gathering place for the community.
In 1997, we expanded our operations by opening our four-plex, allowing us to bring first-run films to the area while continuing the legacy of the original theatre. Today, Salmar Cinemas continues to operate with the same community spirit it was founded on more than 75 years ago.
What makes Salmar Cinemas unique?
What truly makes Salmar Cinemas unique is that we are a community-owned, non-profit theatre. We are guided by a volunteer board of nine directors who oversee myself, the General Manager, and help ensure that the organization stays true to its mission.
Rather than distributing profits to shareholders, all of our revenue is reinvested back into the theatre and the community. This includes funding scholarships for local students, providing grants to community initiatives, and continually upgrading our facilities so we can provide the best possible moviegoing experience.
What sort of films does the venue show?
As a first-run theatre, we primarily show new release films and major studio titles so our community can enjoy the latest movies close to home. In addition to mainstream programming, we are proud to partner with a local film society that brings in art-house and specialty films for audiences looking for something a little different. We also host live presentations of the Metropolitan Opera, offering our patrons the opportunity to experience world-class performances right here in our small town.
What are the Salmar Cinemas’ greatest challenges?
Like many theatres, one of our biggest challenges is that revenue is largely content-driven. The success of any given week often depends on the strength and variety of films available from the industry. When the release calendar is strong, theatres thrive—but quieter periods can be challenging. We work hard to provide the best experience possible for our audiences, but ultimately we rely on the film industry to supply the content that brings people through our doors.
What are your favourite compliments that Salmar Cinemas receives from its audience?
The compliments that mean the most to me are when people comment on how friendly and welcoming our staff are. We’re proud of the atmosphere we’ve created here. Guests often tell us how much they appreciate having such a great theatre in a small town and how comfortable and enjoyable their experience is. Hearing that our theatre feels like a special community place is incredibly rewarding.
What’s a memorable film screening or event hosted at the venue?
One of our most memorable events was our 75th anniversary celebration in 2024. We opened up our back lot and invited the community to celebrate with us. The event included a barbecue, popcorn of course, bouncy houses for the kids, games, and plenty of giveaways. We wrapped up the evening with a free screening of Despicable Me. The turnout and support from our community were incredible, and it really reminded us how lucky we are to be part of such a supportive town.
What are the most popular concession items?
Without a doubt, our popcorn is the most popular item at the concession stand. It’s a classic moviegoing staple and something our guests look forward to every time they visit.
What projects are you considering for the future of Salmar Cinemas?
Looking ahead, we are exploring upgrades to our seating to provide even more comfort for our guests. Updating the seating would enhance the overall moviegoing experience and help ensure that Salmar Cinemas continues to meet the expectations of modern audiences while maintaining the charm of our theatre.
Tell us about yourself; how did you get your start in film exhibition?
My journey with Salmar Cinemas began when I was just 14 years old. Over the years I’ve had the opportunity to work in nearly every position the theatre has to offer, and I’ve always found my way back. Altogether I’ve been with the company on and off for about 20 years. It’s been incredibly rewarding to grow alongside the theatre and the community it serves. Being given the opportunity to step into the role of General Manager is something I’m very grateful for, and I’m proud to continue the legacy of such a special community institution.