Pink Popcorn? Batavia Theater Fundraising For Breast Cancer Nonprofit

BATAVIA, IL — If you're an Emagine Batavia moviegoer, you may have noticed pink popcorn in the hands of other patrons. That's because the movie theater company is celebrating National Breast Cancer Awareness Month with the rosy snack and donating a portion of the proceeds to a cancer foundation.

Pink popcorn will be for sale at the theater, 550 N. Randall Road, through Oct. 31. Michigan-based Shades of Pink Foundation will benefit from donations.

The foundation works to reduce the financial stress for those undergoing breast cancer treatment in southeast Michigan by providing funding for daily living expenses, including help paying for rent, insurance, transportation and childcare.

"Offering pink popcorn is certainly fun for our guests, but the meaning behind it is powerful," Anthony LaVerde, CEO of Emagine Entertainment, said in a statement. "We are pleased to once again come together as a community and partner with Shades of Pink Foundation to help offer some additional support to those facing the challenges of having breast cancer."

The fundraising effort extends to Emagine's locations in Michigan and Wisconsin.