People do love their theater.

And they do feel some ownership.

That was reflected when Powell’s historic Vali Twin Cinema — closed for the months of September and October — entered a third month of closure in November, and owners of the 106-year-old theater on main street were uncertain about a re-opening. Lagging attendance by movie-goers made the economics questionable.

Supporters stepped up at that moment.

A campaign of “Let’s save the theater,” was launched on Facebook by Tait Murdock of Body and Paint by Tait with a goal of raising $10,000. People are answering, and in a week donations have reached halfway to that goal.

Others, who may not have the cash to donate, are volunteering to work at the theater, to help in any way.

“It’s humbling,” said Brandon Asay, who owns Vali Cinema with his wife Diedre.

Warmed by the spontaneous response of the community, they will re-open Vali Twin Cinema on Friday.

“We’ve got a string of movies from now into January,” said Brandon. “I think now people are aware that there is a problem. It’s really no different than any other business. If you don’t support it, they go away.”

“We have hundreds of supportive comments on Facebook. It’s really great to hear that the community loves the theater so much,” added Diedre. “We’ve got lots of ideas for different content from the community.”

Pokey Heny, owner of American Dream Drive-in south of town, pushed for ongoing support on Facebook.

“What they really need is foot traffic in the theater,” she urged in a post.

Also from within the business community, Brenda Mattson of Legend Pizza is putting together a benefit raffle for the theater. She is collecting gift cards or donated items from local businesses and selling tickets to the public ($20 each or six for $100) to award the prizes in a Black Friday drawing. All proceeds raised in the project will go to the Vali.

“It’s an iconic business in downtown Powell,” Mattson said. “Why would we want to let that go?”