×

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

  • Harvey Weinstein (C) arrives to New

    Harvey Weinstein Jury Note Stirs Frenzied Speculation on Verdict

    A note from the jury in the Harvey Weinstein trial on Friday afternoon set the media and legal worlds abuzz with speculation about the verdict. The note suggested that the jurors were deadlocked on the two most serious charges — predatory sexual assault — but had reached a unanimous consensus on three other counts, of [...]

  • Naim McNair Named Def Jam Senior

    Naim McNair Named Def Jam Senior VP of A&R

    In what may be the first signal of the next era of Def Jam Recordings, Naim McNair has been named senior VP of A&R at the company. The move comes just hours after it was confirmed that Paul Rosenberg, chairman and CEO of the label since January of 2018, is leaving his post at the [...]

  • Paul Rosenberg

    Paul Rosenberg Stepping Down as Head of Def Jam

    UPDATED: Paul Rosenberg, chairman and CEO of Def Jam Recordings since January of 2018, is leaving his post at the company, a source close to the situation confirms to Variety. Jeff Harleston, general counsel for Def Jam parent company Universal Music Group, will serve as interim chief until a new CEO is appointed; he will [...]

  • Baby Yoda - The Child Animatronic

    Hasbro's Adorable Baby Yoda Animatronic Toy Is Already Sold Out on Disney's Online Store

    The Force remains strong for toys based on Baby Yoda, the breakout star of Disney Plus original series “The Mandalorian.” Less than a day after becoming available for pre-order, Hasbro’s new $59.99 Baby Yoda animatronic toy is no longer available on Disney’s official online store: As of Friday morning, Shop Disney listed it as “sold [...]

  • BTS Leads Spotify’s New Music Friday

    BTS Leads Spotify’s New Music Friday Playlist Rebrand

    Spotify has launched a global rebrand of its popular New Music Friday playlist, which this week features BTS, The Weeknd, Noah Cyrus, Trippie Redd, Kenny Chesney, Rei Ami and others. The revamped playlist, which has 43 versions worldwide, has more than 3.5 million followers in the US and eight million globally. New elements include a [...]

  • Donna Rotunno Gloria Allred

    Donna Rotunno Complains to Judge About Gloria Allred Attacking Her in the Media

    Harvey Weinstein’s lead attorney Donna Rotunno asked the judge to silence Gloria Allred, the high-powered attorney who is representing three women who’ve testified in the New York rape trial. Before the jury entered the courtroom on Friday morning, the fourth day of deliberations, Rotunno made a complaint on the record to the judge regarding Allred’s [...]

More From Our Brands

Access exclusive content