Cinema Salem Awarded $20K American Express Grant For Live Performance Upgrades

SALEM, MA — Cinema Salem received a $20,000 grant from American Express that the downtown Salem theater plans to use for lighting, sound and electrical upgrades tied to its live events program.

American Express announced the award as part of a national program aimed at promoting small businesses across the country. The funding will support an expanded slate of live performances at Cinema Salem.

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Co-owner Marshall Strauss said the grant will help the theater improve equipment that performers need.

"With this extra money," Strauss said, "we will be able to improve the lighting and sound that live performers require."

Strauss said live programming has become an important part of the business. About one-third of the theater's revenue is now tied to live events, including stage plays, bands, festivals, burlesque, magic shows and other performances.

"The support of the Salem community has been fantastic these last few years," Strauss said.

Strauss and his wife, Elaine Gerdine, re-opened Cinema Salem in June 2021 after the prior owner had closed the venue during COVID.

The grant was part of a competitive national process, according to the announcement. Businesses seeking the funding had to submit a proposed plan and budget, and American Express awarded grants to hundreds of small businesses nationwide.

Only 10 companies in Massachusetts were selected. Cinema Salem was the only selected Massachusetts business north of Boston.