The Drive-In Business Today

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.