Add a small giving option to a cinema purchase
Showcase Cinemas’ Round Up for Good invites customers to round purchases up to the nearest dollar for the Ellie Fund, which supports people affected by breast cancer, alongside a direct-donation route.
Published 19 October 2026
The idea
Introduce a clear, optional donation prompt at a purchase point, with a separate route for larger gifts to a relevant partner.
Evidence
Showcase invites customers to round their purchase up to the nearest dollar for the Ellie Fund, which supports people affected by breast cancer, and provides a direct-donation page.
Operator takeaway
Observed campaign checked on 19 October; start date, receipts and take-up are not published.
Try this
Choose a relevant partner, add an optional round-up prompt at one transaction point and define how amounts are recorded and transferred.
Measure
Prompt exposure, participation, gross donations, processing costs and transfers to the beneficiary.
Watch out for
Donations are not cinema revenue. Keep customer choice clear and watch for checkout delays.
Operator, market and timing
Showcase Cinemas, United States. Current offer checked on 19 October 2026; the start date is not established in the reviewed pages. This is separate from CIA’s existing article on Showcase’s visit rewards. Sources reviewed 19 October 2026.
What Showcase offers
Customers are invited to round up their purchase to the nearest dollar to support the Ellie Fund. A separate donation page lets people give directly. The Ellie Fund supports people affected by breast cancer with practical help such as groceries, transport and prepared meals. The reviewed pages do not specify which sales channels carry the prompt or how much reaches the charity.
Why it could work (CIA interpretation)
A round-up asks for a very small amount at a moment when the customer is already paying, which keeps the decision easy. A direct route serves those who want to give more.
A proportionate test (CIA suggestion)
Pick a partner with a clear local connection. Add an optional prompt at one transaction point, agree how amounts are accounted for and transferred, and report the total transferred to the beneficiary.
What is and is not known
No receipts, take-up rates or reconciliation are published. Measure checkout effects as well as amounts raised.
Sources
Primary sources
- Round Up for Good at Showcase — Showcase Cinemas (opens in a new tab)
Reviewed by CIA 19 October 2026
- Donate now — the Ellie Fund — Showcase Cinemas (opens in a new tab)
Reviewed by CIA 19 October 2026
Explore related topics
- Challenge: Community engagement
- Challenge: Partnerships and sponsorship
- Audience: General audience
- Audience: Local communities
- Theme: Community
- Theme: Partnerships
Related ideas
- Shared question: Offering supporters several ways to giveOffer three ways to support a cinema organisation
- Shared topic: Community engagementBring a community partner and funder into a cinema screening
- Shared topic: Community engagementGive a local documentary a coordinated journey across cinemas
- Shared topic: Community engagementTake cinema to the communities a fixed venue does not reach
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