No two things go hand-in-hand quite like a car and a drive-in movie theater — especially in the context of American nostalgia. The shift toward digital film, however, threatens to send the drive-in the way of the dodo. Stepping in to help keep this American icon from utter extinction is automaker Honda.
By the end of 2013, Hollywood is expected to stop distributing 35 millimeter film to all U.S. movie theaters. While most indoor theaters have already made the switch to digital projection — a move that costs roughly $75,000 per screen — hundreds of drive-in theaters will find it difficult to manage such an expenditure, given their limited ticket sales (most drive-ins close during the colder months, after all).
Part of Honda’s goal is to raise community awareness of the perilous situation in which beloved local drive-ins find themselves. The campaign’s website, projectdrivein.com, features a video (below), which visitors are encouraged to share via social media. Supporters are also asked to pledge to see one movie at their local drive-ins. Read more