LAKE PLACID — A real red carpet will be rolled out for the Go Digital or Go Dark World Premiere at the Palace Theatre here tonight.
“We’re really glamming it up,” said Melissa Hart, communications specialist for Adirondack North Country Association.
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Velvet ropes, champagne and classy dress will put the independent movie house in the spotlight even as the Go Digital or Go Dark campaign gets the word out that the Palace and other North Country theaters may go dark if they can’t raise enough money to buy digital equipment.
As of this fall, most major motion pictures will no longer be produced in 35mm format. And the cost to go digital is about $100,000 per screen.
“(But) community groups, businesses and individuals across the region have stepped up to make sure our theaters don’t go dark,” says a press release from the North Country Association.
The premiere, set for 5 p.m., will screen a trailer introducing the campaign, which aims to raise money for those vital modifications.
Independent filmmaker Aaron Woolf of New York City, whose documentaries include “King Corn,” volunteered to produce the trailer. He collaborated with TJ Brearton, who works for the Adirondack Film Society and has his own production company, Adk Mogul.
“Tim kind of rounded up all the actors and some of the crew,” Hart said, “and they shot it over Presidents’ Day Weekend.”
The trailer, which boasts professional editing and sound, she said, will be screened at all 10 theaters involved with the campaign, headed by the North Country Association and the Adirondack Film Society.
Along with the Palace, they are the Hollywood, AuSable Forks; the Strand, Plattsburgh; the State, Tupper Lake; the Strand, Schroon Lake; the Ogdensburg Cinema, Ogdensburg; the Glen Drive In, Queensbury; the Cinematheque, South Glens Falls, the Strand, Old Forge; and Indian Lake Theater, Indian Lake.