Drive-ins – which was one of the most looked forward to pastimes for American families, 60 years ago and had a sense of romance associated to it—are on the verge of extinction. But one automaker, Honda, is stepping up and trying to preserve this part of American history in the era of the 21-screen IMAX-plex.
By the end of 2013, Hollywood is expected to stop distributing movies on 35 millimeter film to all U.S. movie theaters because the majority of venues have converted to digital screens. Drive-ins are the hardest affected by that change because of their seasonal sensitivity, and large screen size.
The cost to switch in most cases is around $75,000 which only few can afford. Small locations don't have volume in daily ticket sales, especially considering that for many theaters the business is seasonal, closing up during the cold-weather months.
With that in mind, Honda is launching a campaign called “Project Drive-In,” that will see the Japanese automaker donate digital projectors to five drive-ins. Part of Honda's goal is also raising community awareness that drive-ins could soon vanish.
From now through Sept. 9., the public is invited to visit the campaign site to decide which theaters will gain the support and the Company is encouraging people to share the project with family and friends via social media using a hashtag.
The winning theaters will be revealed in September, and each will host a movie celebration that will include a screening of "Cloudy with a Chance of Meatballs 2," which hits theaters late next month.
Honda has also set up IndieGoGo campaign where people are encouraged to donate and the funds from which will go to drive-ins in need.
As part of the campaign, Honda is also encouraging people to watch at least one movie at their local drive-in.
Additionally, Honda is initiating pop-up efforts at several of its 1,000 dealerships across the country to help raise awareness.
America’s first drive-in was introduced in Camden, N.J. in the early 1930's. The entertainment industry which was at its peak after World War II, saw more than 4,000 drive-ins representing 25% of the nation's movie screens. Today, that's down to 1.5%, according to a Los Angeles Times report earlier this year.
It’s good to see Honda keeping some of the tradition alive.
Take a look st the video below, to see Honda's efforts: