PREDICTIONS PREMATURE
Although the number of drive-in theatres currently in operation will
probably never
approach that of the peak years in the mid 50s, they are experiencing a
come back of
sorts. Over the past decade, drive-ins have steadily increased in
popularity. Happily,
this makes the naysayers and a certain author's prediction of the
drive-in's supposed
inevitable demise premature, if not entirely without merit.
Drive-in theatres are entertaining record numbers of patrons. According to the National Association of Theatre Owners (NATO), the number of outdoor screens in the nation actually increased in the early 90s, reversing a trend that began in 1957. The increase was due primarily to existing theatres adding screens, but a significant number of closed drive-ins were reopened, which is noteworthy.
Drive-ins nationwide have reported, not only record earnings, but a renewed public interest in movies under the stars. The notion of reopening--or, dare I say, building from scratch--a drive-in theatre is an appealing thought. Since nostalgia isn't the only reason for the resurgence of interest in drive-in movies, today's underskyer has to skew it's direction towards 90s clientele and their changing tastes.
THIS AIN'T YOUR GRANDPA'S DRIVE-IN
While simply opening the gates was enough to pack crowds into drive-ins
in the 40s and
50s, todays audiences look more to what's playing on the screen in
their decision to go
out to the show. Today's society is fast and fast-paced. An entire
generation of children
has grown up fully computer-literate. It is a very different set of
rules than in the
drive-in's heyday.
A video game room is becoming a requirement in the concession stand, to satisfy children of the computer age. Playgrounds featuring large, spiraling tunnel-tubes, mounted on rubber or wood-chipped ground surfaces, are standard fare.
OPENING AN ABANDONED SITE
Location notwithstanding, the feasibility of reopening a so-called
"dead"
drive-in depends primarily on three things:
(1) Size and condition of the theatre, grounds and equipment (if
any).
(2) Population of the area from which the theatre would draw potential
customers.
(3) The presence of other theatres, either indoor or outdoor.
Drive-ins in large metropolitan areas do not seem to be as successful as they are in medium and small communities. This is probably because of the greater expenses involved and the difficulty encountered in obtaining product (movies) in competition with other theatres. There are, or course, exceptions.
In the 2000s, the truly successful drive-ins are situated in smaller burgs and rural areas, which are within 20-40 miles of a major city, or surrounded by several cities that together make up a large potential drawing area and that have no other drive-in competition. This is the ideal situation and the formula for drive-in theatre feasibility.
THE FIRST STEP
You must become familiar with the exhibition business, first and
foremost. This is best
done by tapping into the theatre industry pipeline. One way to do this
is by getting a job
at a local theatre. Take any job where you will be involved with the
day to day operation.
Work the concession counter, boxoffice, door, anything other than
janitor, and you will
learn first hand how the business is put together.
Start a subscription to the industry trade magazine BOXOFFICE. This will get you up to speed on upcoming product, equipment, trade shows, articles, film bookers and the industry news and contacts you will need to operate your theatre. Visit their website for particulars and how to subscribe.
As you grow familiar with the industry, the lingo, and the way it operates, the particular circumstances that apply to outdoor theatres can be easily tuned to reflect current ecomonic and cultural trends. This can create a successful drive-in theatre for you.