×
You will be redirected back to your article in seconds

Honda on the Move to Help Save Drive-In Theaters

Automaker's 'Project Drive-In' to donate digital projectors to five theaters facing closure as part of its 'Cloudy with a Chance of Meatballs 2' promo

With hundreds of drive-in theaters expected to close at the end of the year once studios stop distributing 35mm film prints, Honda is backing a national effort to save the screens built around car culture.

“Project Drive-In,” sponsored by Honda, aims to save as many drive-ins as possible that haven’t been able to make the switch to digital projection, and will supply at least five drive-in theaters with the projectors.

Individuals can vote to determine which theaters will receive the projectors at http://www.projectdrivein.com.

Voting began Aug. 9 and ends on Sept. 9.

The five winning theaters will be revealed shortly after that, with each theater hosting a special screening of Sony Pictures Animation’s “Cloudy with a Chance of Meatballs 2,” out Sept. 27.

Cars and drive-in theaters go hand-in-hand, and it’s our mission to save this decades-old slice of Americana that holds such nostalgia for so many of us,” said Alicia Jones, manager of Honda and Acura Social Marketing at American Honda Motor Co. “We’re committed to helping the remaining drive-in theaters flourish with the move to digital projection.”

The first drive-ins opened in 1933 and reached their peak during the 1950s and 1960s, when there were more than 4,000 theaters across the country.

The National Assn of Theater Owners has been helping drive-ins make the transition to digital. As of mid-July, around 40% have made the switch, but the cost of the digital projectors, estimated at more than $75,000 per screen, has kept others from buying them.

On the “Project Drive-In” site, Honda will also host an online auction that features tickets to the Los Angeles premiere of the “Cloudy with a Chance of Meatballs 2” premiere, as well as additional film-related merchandise.

Honda will also launch pop-up drive-ins at Honda dealerships across the country to help raise awareness, with free screenings of the animated sequel. Honda operates a network of more than 1,000 dealerships in the United States.

More Biz

  • Here’s How Much Money 10 Artists

    Here’s How Much Money 10 Artists Are Owed by PledgeMusic

    For eight years, PledgeMusic was a success story: A direct-to-fan platform where artists worked directly with their audiences to fund their albums, tours and all stripes of merchandise, with fans able to purchase everything from custom guitar picks to private concerts. Yet last June, Variety broke the news that the company is struggling to pay [...]

  • Korea's CJ CGV Switches Turkey CEOs

    Korea's CJ CGV Switches Turkey CEOs as It Battles With Local Industry

    Yeun Seung-ro has been appointed as CEO of CGV Mars Entertainment, the Korean-owned company that operates Turkey’s largest cinema chain. He replaces Kwak Dong Won, another veteran of the CJ-CGV group. The change of personnel may reflect two ongoing battles within the Turkish film industry. CJ-CGV, which bought Mars for some $650 million in 2016. [...]

  • China Video Streaming Giant iQIYI Loses

    Chinese Video Giant iQIYI Loses $1.3 Billion in 2018

    Chinese video streaming firm iQIYI lost over $1.3 billion in 2018, as revenues and subscriber numbers ballooned. The deepening losses reflected ever higher spending on original content production. Announcing its first full-year financials since a March IPO that launched it onto the NASDAQ, iQIYI said that it lost $1.3 billion (RMB9.1 billion) last compared with [...]

  • Lisa Borders Time's Up

    Time's Up CEO Resigned After Son Was Accused of Sexual Assault

    Time’s Up has announced in a statement posted to Instagram that its former president and CEO Lisa Borders, who resigned Feb. 18, did so after her son was accused of sexual assault in a “private forum.” “Within 24 hours, Lisa made the decision to resign as President and CEO of Time’s Up and we agreed [...]

  • Louis Tomlinson Signs With Arista (EXCLUSIVE)

    Louis Tomlinson Signs With Arista (EXCLUSIVE)

    One Direction’s Louis Tomlinson has signed with Arista, sources tell Variety. While the singer was formerly linked with Epic Records in 2017, he is signed directly to Simon Cowell’s Syco label and will move within the Sony Music family to Arista. Tomlinson teased a new single on Feb. 2, posting on Twitter, “Just heard the [...]

  • Jussie Smollett

    Jussie Smollett's Bail Set at $100,000, Must Surrender Passport

    UPDATED: A Chicago judge set a $100,000 bond for Jussie Smollett on Thursday, as the “Empire” actor made his first court appearance. Smollett faces one felony count of filing a false police report. Police allege that Smollett staged a Jan. 29 attack, telling detectives that he was accosted by two men who used racial and [...]

More From Our Brands

Access exclusive content