Friday, August 16, 2013

Honda Announces Project Drive-In


At one time, my home town had at least three drive-in theaters. Now we have none. There may have been more, but if so, they were long gone before my time. Today, the closest drive-in theater to my hometown is 61 miles away. Needless to say, we don’t visit it all that often.

The demise of the drive-in has become such a way of life for most of us, but in a press release sent out just today claims that the majority of the rest of remaining drive-ins could find themselves closed as well in as little as three months from now. The reason? The movie industry’s switch from film to digital. For most owners, upgrading to a digital projector could cost about $80,000. However, there is good news for those who want to save this part of American pop culture history.

The help comes from an unlikely source – Honda. “We want to preserve this iconic part of American car culture. So we’re taking the first step by starting a drive-in fund and donating five digital projectors. Your vote decides where they go,” states the message on the At the site, you can vote which drive-in theaters will receive this gracious gift from the car dealer. Voting began on August 9 and continues through 9:00 p.m. on September 9 (PST).

Partnering with Honda in this endeavor is Sony Pictures. To help raise awareness, the two will be setting up “Pop-Up Drive-In” at dealer’s home towns all around the country. At the event, you’ll be able to see a free screening of “Cloudy With a Chance of Meatballs” and complimentary refreshments. (As of yet, no dates have been announced but will be posted soon on

The winning drive-ins will hold special celebrations with screenings of the sequel, “Cloudy with a Chance of Meatballs 2” (which also arrives at indoor theaters on September 27th).

“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 & Acura Social Marketing at American Honda Motor Co., Inc. “We’re committed to helping the remaining drive-in theaters flourish with the move to digital projection.”

To continue raising awareness of the cause, Project Drive-In encourages people to share the news with family and friends via social media, pledge to see one movie at their local drive-in and contribute to the Honda Project Drive-In Fund to keep more drive-ins in business. As part of Honda’s fundraising efforts, there will also be an online auction that features tickets to the Los Angeles premiere of "Cloudy with a Chance of Meatballs 2" as well as additional film-related merchandise. 

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