In an era so enthralled by digital entertainment and streaming services, the nostalgic appeal and communal experience of drive-in theaters are experiencing a renaissance. Amidst the long evolving landscape of cinema, these outdoor settings have emerged as beacons of creativity and nostalgia, while evoking feelings of warmth and anticipation. Drive-ins offer audiences a unique mix of retro allure and modern convenience. From families seeking a great bonding and socially distant outing to film lovers fascinated by the magic of the silver screen, the reawakening of drive-in theaters allows for a cultural comeback rooted in shared experiences and the timeless charm of cinema under the stars.
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The History
The outdoor cinema experience dates back to the 1910s, but the first patented drive-in was created and opened on June 6, 1933, by Richard Hollingshead in New Jersey. In an interview with Smithsonian Magazine, Jim Kopp of the United Drive-in Theater Owners Association recounted how Richard began experimenting with a car, a projector, and a sheet tied to two trees so his mother, who struggled with the seating in indoor theaters, could comfortably enjoy a film. With this selfless act, he created a mini drive-in for his mom, which appealed to other families. The auto parts salesman spent a few years figuring out the logistics and created a ramp system for cars to park at different heights, so everyone could enjoy the film. In May 1933 he patented his idea, and it opened to the public the following month. His success led to over 4,000 drive-ins opening in the United States, mostly in rural areas, and internationally as well. They gained the most popularity in the 1950s and ‘60s but started to slow down in the 1970s. Indoor theaters continued to thrive, while drive-ins struggled because they could only show movies during certain times of the year. Showings depended on the weather, and the 1970s oil crisis led to people downsizing their cars to save money on gas costs. To recover, drive-ins began showing slasher/horror films and adult content, leading to a loss of their family-friendly atmosphere. In addition, the VCR gained popularity in the 70s which presented people with an option to stay home and watch movies without paying for a drive-in experience. Over time, drive-ins lost their attraction.
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A Modern Revival
In 2020, the COVID-19 pandemic caused the doors to close on many indoor spaces to adhere to many social distancing regulations. As traditional cinemas shut down and social gatherings were restricted, drive-ins offered a nostalgic yet practical solution, allowing moviegoers to enjoy films from the safety of their vehicles, while still getting that sense of community. This new-age revival has brought new life into a vintage American pastime, blending retro style with modern technology. Drive-in theaters have since adapted with the incorporation of high-definition digital projections and advanced sound systems that broadcast audio directly through car radios. This combination of old and new has attracted a diverse audience, from boomers reliving a time from their youth to families seeking wholesome outings to young adults discovering the allure of drive-ins for the first time. When you pull up to the box office, time seems to slow down. You drive around to find the perfect spot and then connect your radio to the station playing your film. It’s a moment filled with anticipation and excitement. You then feel a sense of relaxation and comfort as the night sky falls. You pull out your snacks, and the movie begins. Beyond movies, many drive-ins have diversified their offerings, hosting live concerts and comedy shows, transforming these venues into multifunctional community spaces. In an age where safety and distance are at the forefront of everyone’s minds, the resurgence of drive-in theaters emphasizes the timeless appeal of an intimate yet communal experience under the night sky.
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Movies and Beyond
As I vaguely touched on, today’s drive-ins have expanded upon their traditional film screenings, to include a variety of live and special events. Comedy shows made their way into the drive-in experience, during the pandemic outbreak. Comedians, like Jim Gaffigan, performed live on stage, delivering their usual routines to a parked audience that responded with flashing headlights and honking horns. This created a unique and interactive experience that kept the vibe of a live show, while also adhering to safety protocols. In addition, live concerts at drive-ins allowed music lovers to enjoy the artists and performers they love in a safe, socially distant environment. Bands, like The Beach Boys, and solo artists, like Snoop Dogg, enlightened their fans with performances to enjoy the music from the comfort and safety of their cars. And similar to comedy shows, fans responded with rhythmic honks and flashing lights.
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The Future of the Drive-In
The future of drive-ins looks bright, as they continue to evolve and adapt to contemporary life while preserving their unique vibe. If drive-in theaters were to make a full comeback in all states and internationally, what further transformations could they make to stand out and bring in a lasting income? Many innovations could be made over time to prolong these iconic venues. One concept could be upgraded comfort and amenities. The addition of pop-up food stands and a variety of food trucks could attract more people and generate more revenue. This would discourage patrons from bringing outside food and relying solely on traditional movie snacks. In addition, adding comfortable seating areas outside of cars, like seating pods or cabanas on a warm summer night, could enhance the drive-in experience for today’s audiences. Another idea could be to partner with streaming services for exclusive “one night only” releases to further appeal to Netflix, Hulu, Disney+, etc. audiences. Simultaneously screening new releases with digital premieres, offers film lovers multiple ways to enjoy a new film.
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There are roughly 16 out of 50 states that still have open drive-in theatres: California, Colorado, Florida, Georgia, Indiana, Kansas, Kentucky, Michigan, Minnesota, Missouri, New Jersey, New York, Ohio, Oklahoma, Tennessee, and Texas. A full recovery of the nostalgic theaters would be great for not only entertainment reasons, but it’s a safe and socially distant alternative, comfortable, and affordable. Check to see if there’s a drive-in movie theater near you.
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I am sure I am speaking for a multitude of Cinema lovers all over the world when I speak of the following sentiments that this medium of art has blessed me with. Cinema taught me about our world, at times in English and at times through the beautiful one-inch bar of subtitles. I learned from the stories in the global movies that we are all alike across all borders. Remember that one of the best symbols of many great civilizations and their prosperity has been the art they have left behind. This art can be in the form of paintings, sculptures, architecture, writings, inventions, etc. For our modern society, Cinema happens to be one of them. Cinema is more than just a form of entertainment, it is an integral part of society. I love the world uniting, be it for Cinema, TV, media, art, fashion, sport, etc. Please keep this going full speed.”
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Author
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Kaili Spooner’s passion lies in sports journalism and Black TV/Film, and her writing strongly aligns with The Hollywood Insider’s values of delivering factual and in-depth coverage. While her future career goal is to be a sports journalist and do social media work for the NBA/WNBA, for now, she balances her academic pursuits with being a collegiate volleyball player at SSU and unwinding with her favorite comedy and drama sitcoms at home.
Kaili Spooner’s passion lies in sports journalism and Black TV/Film, and her writing strongly aligns with The Hollywood Insider’s values of delivering factual and in-depth coverage. While her future career goal is to be a sports journalist and do social media work for the NBA/WNBA, for now, she balances her academic pursuits with being a collegiate volleyball player at SSU and unwinding with her favorite comedy and drama sitcoms at home.
