The Gonzales Cinema took part in Malco Theatres’ holiday campaign to raise money for St. Jude Children’s Research Hospital.

After 15 years of transforming film into collectible movie bows with its Wrapped with Love program, Malco debuted a new keepsake in 2014 — the Malco Memories Photo Magnets.

Moviegoers purchased more than 80,000 of the collectible photo frames between Thanksgiving and Christmas, a news release from Malco Theatres said.

The new drive coincided with Malco’s Century of Cinema celebration, highlighting the company’s 100th anniversary.

Started in 1915 by M.A. Lightman Sr., what began as one theater in a rented storefront in Sheffield, Alabama, has become a chain of movie theater in the South.

Since then, Malco has raised millions of dollars for various charities and organizations, including the ongoing partnership with American Lebanese Syrian Associated Charities and St. Jude that has netted more than $945,000 for the Memphis, Tennessee, institution.