Honda unveils program to save drive-in theaters in the US

Article by Anita Panait, on August 14, 2013

Drive-in theaters have been a cherished pastime for American families, but they may now be up for extinction as Hollywood switch to digital projection from the current 35 millimeter film. Honda Motor is stepping in to at least try and save some of these drive-in theaters.  These drive-in theaters primarily are powered by 35mm film projectors and typically are not able to generate enough ticket sales to justify the cost of shifting to digital projection.

A digital screen typically costs around $75,000 or even more, which means drive-in theaters would have to eventually fold up as their prime source of income, Hollywood, is expected to stop distribution of 35mm films to all movie theaters across the United States. But now, Honda wants to raise community awareness that drive-in theaters could soon be just old buildings. Honda is also donating digital projectors as part of a crowdsourcing campaign by its longtime agency, RPA.

For one month, people will be invited to visit www.projectdrivein.com to see the five drive-in theaters that will receive new digital projector from Honda, with the winning drive-ins to be announced in September. Each of these drive-ins will host a movie celebration, including a screening of "Cloudy with a Chance of Meatballs 2."

Alicia Jones, manager of Honda & Acura social marketing at American Honda Motor Co., remarked that that since cars and drive-in theaters “go hand-in-hand,” it has become their mission to save this “decades-old slice of Americana that holds such nostalgia for so many of us." She added that Honda is committed to helping the remaining drive-in theaters “flourish with the move to digital projection." [source: Honda]

If you liked the article, share on:

Topics: honda, united states

Comments

Recommended

Lamborghini had been expected to refresh its entry-level model – the Lamborghini Huracan – in late 2018 or early 2019. But here is some good news for fans of the...
by - November 20, 2017
The Chevrolet Corvette will be turning 65 years old in 2018, and as part of the celebrations, the brand is introducing a special edition C7 – the Chevrolet Corvette Carbon...
by - November 19, 2017
Tesla revealed that with its new Semi, truck drivers can expect better experience especially with heightened safety and the lower cost of transporting cargo. Indeed, the cabin of the new...
by - November 19, 2017
November 17 is considered a very special day for Tesla, as this is the day that they revealed the highly anticipated Tesla Semi. But Elon Musk did not think the...
by - November 17, 2017
More details have emerged about the new sixth generation of the BMW M3 just as the German premium practically announced the end of the current-gen 3 Series with the unveiling...
by - November 17, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries