80 YEARS OF THE DRIVE IN THEATRE
IN CELEBRATION OF AN ICONIC SYMBOL OF AMERICANA AND THE GOLDEN DAYS OF CINEMA
THE DRIVE-IN IS BORN:*
Thursday, June 6, 2013 is National Drive-in Movie Day! 80 years ago , a young fella by the name of Richard Hollingshead had a vision to share the two things that he loved (movies and cars) with the world. In Camden, New Jersey, Richard mounted a 1928 Kodak projector to the hood of his car , nailed two sheets (for a screen) to trees in his own backyard and the Drive In was born. The first drive-in movie theatre opened on 400 acres on Tuesday, June 6, 1933 in Richard’s hometown. The price to watch a movie was 25 cents for the movie and 25 cents for the car. The drive-in’s peak popularity came in the late 1950s and early 1960s, with some 4,000 drive-ins spread across the United States.
THE DECLINE OF THE DRIVE IN:
The 1960s and 1970s would bring the start of decline with drive-in theatres. The invention of cable television and VCRs allowed people to watch movies without having to leave the house. In 2013, there are only about 400 drive-in theatres left in the United States.
A FADING INDUSTRY THAT WAS REVIVED THROUGH INNOVATION:*
The drive in was almost extinct in North America. Profits were down and interest was low. The Drive ins where not top of mind nor cool enough and had fallen to the wayside. In today’s fast pace society full of instant information, big screens, internet streaming and home theatres , the Drive in slowly faded into the background.
The largest Drive-In theatre company in Canada, Premier Operating Systems, noticed this trend but believed that there was still a passion out there for the drive in. The questions was how to reignite this passion and get in front of the consumer again.
Working closely with Superscope Media’s innovation experts , Premier Drive-in Theaters consulted with Superscope Media and through innovation and forward thinking was able to revive North America’s passion and fascination with the drive in Theater. The proper mix of brand and technological innovation was able to bring this bygone relic back into the spotlight and has infused a new excitement to the classic outdoor cinematic experience.
“Every great invention eventually expires and needs new methodologies and ideas to reach new heights and make it popular once again” says Peter Borovilos from Superscope Media.
THE DRIVE IN REBORN:
Through digital online innovations ,social media , updated branding and design, the patrons have once again embraced this Iconic, most treasured tradition. Superscope Media and Premier Theaters where able to evolve an aging Dinosaur into a iconic and viable entertainment platform of the 21 century.
With the introduction of new innovations like Christie digital projection and completely automated online systems … the drive ins have grown from just a few nostalgic viewers to a new venue for old and young alike…the iconic Premier theatres of The 5 Drive in Oakville Ontario www.5drivein.com , The Starlite Hamilton www.starlitehamilton.com , The Mustang in London www.mustangdrive-in.com , and the Sunset Barrie www.sunsetbarrie.com all have been refurbsished and are operating at full capacity from start of the season to the late fall.
Getting to the great outdoors and catching the latest blockbuster under the stars is back in Fashion… But again, only limited to only a few lucky areas in the North American Lanscape.
It looks like the drive in is here to stay… and Superscope Media is proud to have been able to help
Premier Theatres is the largest independent Canadian chain of drive-ins theatres in Canada, and to say probably one of the most innovative Drive in Theater company in the world. Premier has been providing quality entertainment since 1948 and operated more than 25 Drive ins in the early days but now has 4 locations and going strong (List of Theatres above) . For more information please visit www.premiertheatres.ca
Superscope Media inc is a branding and innovation company located in Toronto Canada. Superscope Media, develops and fosters growth , transformation and resurgence in new and existing companies by providing innovative direction and solutions through proper consultation, communication and creative adaptation. For more information visit www.superscopemedia.com
HAPPY BIRTHDAY TO THE DRIVE IN THEATER FOR 80 YEARS OF MOVIES UNDER THE STARS.
