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Give Like Dolly Day: 9 to 5 Cinema Return

PR Campaign
Friday 25th September, 2026

Disney brought Dolly Parton’s 1980 comedy 9 to 5 back to US cinemas for one week after her death, donating all ticket sales to the Dollywood Foundation’s Imagination Library. The hook was turning a nostalgic theatrical re-release into a public act of remembrance and giving, tied to the new annual “Give Like Dolly Day”.

Why it worked: It hijacked a national mourning moment with a time-boxed theatrical event and a 100% ticket-to-charity pledge, creating urgent, feel-good coverage.

The lesson: Consider declaring a one-week-only revival or reissue where every dollar goes to a beloved cause tied to a timely cultural moment.

Disney Dollywood Foundation
12 Sources:

Coverage over time

How this story spread across the media

Publication Headline Date
cnycentral.com 9/25 (9-to-5) Give Like Dolly Day: celebrate with donations to the Imagination Library Friday 25th September, 2026
variety.com Dolly Parton’s ‘9 to 5’ Returns to Theaters (Oct 9-15) With Ticket Sales Donated to Dollywood Foundation After Star’s Death Friday 25th September, 2026
deadline.com Dolly Parton, Lily Tomlin & Jane Fonda Film ‘9 To 5’ Gets One-Week Screen Return For Parton Charity Friday 25th September, 2026
avclub.com Remastered 9 To 5 brings Dolly Parton back into our lives (for one week) Friday 25th September, 2026
rollingstone.com Dolly Parton Returns to the Big Screen as ‘9 to 5’ Heads Back to Theaters Friday 25th September, 2026
parade.com Dolly Parton's ‘9 to 5’ Returns to Theaters for a Limited Time To Support Dollywood Foundation Friday 25th September, 2026
hollywoodreporter.com Dolly Parton’s ‘9 to 5’ Comedy Returning to Theaters to Support Late Icon’s Foundation Friday 25th September, 2026
comingsoon.net Dolly Parton’s Most Famous Movie Is Returning to Theaters, Ticket Proceeds Go to Charity Friday 25th September, 2026
pastemagazine.com Dolly Parton's 9 to 5 returns to theaters Friday 25th September, 2026
nerdist.com 9 TO 5 Returns to Theaters, Honoring Dolly Parton’s Charities Friday 25th September, 2026
local12.com Dolly Parton's '9 to 5' returns to theaters for 1-week run; all ticket sales to be donated Sunday 27th September, 2026
thehill.com Dolly Parton's '9 to 5' set for theatrical return in October Monday 28th September, 2026
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