How Eileen Level Turned a Parking Lot into a Movement

What is the first step to building a powerful community? It’s not a business plan or a funding round. It’s the ability to see a canvas where others see concrete.

This is the story of Eileen Level, the visionary founder of PaleFO Cinema. In the heart of Canarsie, Brooklyn, she looked at a municipal parking lot—a temporary, forgettable space of arrivals and departures—and saw something more: a beacon of culture, a statement of pride, and a destination for her neighborhood.

Her project to create Canarsie's first-ever cinema mural and a free, unconventional outdoor movie theater is more than just a beautiful piece of public art. It is a masterclass in creative reclamation and a powerful blueprint for any founder who wants to build a movement from the ground up.

Lesson 1: Reframe Your "Disadvantage" as Your Superpower

Many founders believe they need to be in a major tech hub or a wealthy neighborhood to build something impactful. Eileen’s story proves the opposite. With deep roots in Canarsie, a neighborhood historically overlooked for investment, she used her local knowledge and passion as her greatest asset.

Instead of seeing the lack of resources as a barrier, she saw it as an opportunity. She didn't try to build a traditional movie theater; she created something more resilient, more creative, and more deeply connected to the community she serves.

The Mentor Takeaway: Your unique perspective and your connection to an underserved community are not disadvantages; they are your "unfair advantage." You understand the nuances, the needs, and the culture in a way no outsider ever could. Build for the community you know, and you will create something authentic that no one can replicate.

Lesson 2: Your Mission Must Be an "Act of Resistance"

In a world dominated by streaming services and dwindling local theaters, launching an in-person cinema experience is a bold, counter-cultural move. But Eileen frames her mission not just as a business, but as a movement.

In her own words, the project is “an act of resistance to the death of cinema, and a beacon of resilience to the cinema-going experience.”

This powerful framing elevates the project from a local event to a stand for something bigger: the irreplaceable magic of a shared, communal experience. It gives the community not just something to watch, but something to believe in.

The Mentor Takeaway: A powerful mission is often an act of resistance against a prevailing, negative trend. Are you resisting the death of an art form? Are you resisting the spread of misinformation? Are you resisting the isolation of the digital age? Frame your mission as a powerful "for" in a world of "against," and you will attract a tribe of passionate followers.

Lesson 3: The Ultimate Goal is Joy

While the project is a serious act of community-building and cultural preservation, the ultimate "product" is simple: joy.The goal is to bring the magic of cinema to the neighborhood, to create a space for connection, and to celebrate the community's vibrance.

This focus on joy is a powerful reminder for all impact-driven entrepreneurs. While we often focus on the heavy work of solving problems, we must also remember that providing spaces for joy, beauty, and connection is one of the most profound impacts we can have.

The Mentor Takeaway: Don't get so lost in solving the problem that you forget the purpose. The goal of building a better world is to create more joy within it. Make "joy" a key performance indicator in your business, and you will build something that your community not only needs but loves.

Frequently Asked Questions

Who is Eileen Level?

Eileen Level is an Impact Entrepreneurship Initiative (IEI) Fellow at The New School and the founder of PaleFO Cinema. She is a community-driven innovator dedicated to promoting arts and culture in her home neighborhood of Canarsie, Brooklyn.

What is PaleFO Cinema?

PaleFO Cinema is an initiative founded by Eileen Level to bring a free, unconventional outdoor movie theater experience to Canarsie. Its centerpiece is the neighborhood's first-ever cinema mural, which transforms a municipal parking lot into a vibrant cultural hub.

What is "Creative Reclamation"?

Creative reclamation is the act of taking an underutilized or overlooked public space and transforming it into a center for art, culture, and community connection. It is a core principle of grassroots impact entrepreneurship.