Now that the pandemic has changed how Americans spend their leisure time, one physical-distancing outcome is renewed interest in drive-in movies. With many traditional theaters closed, these outdoor venues allow movie fans to catch a flick on the big screen without having to rub elbows with or squeeze by other patrons.
Drive-ins have waned in popularity since their 1950s and ’60s heyday, when more than 4,000 drive-ins dotted the American landscape. Today, only about 300 remain, many of them family owned or independently operated, according to driveinmovie.com.
Frank Huttinger is chairman and CEO of DeAnza Land and Leisure, a drive-in theater company with four locations, including three in Southern California (Mission Tiki Drive-In in Montclair, South Bay Drive-In in San Diego, and Van Buren Drive-In in Riverside). These theaters have multiple screens and can hold between 800 and 1,800 cars, but are currently operating at half capacity due to COVID-19.
Huttinger says his theaters have seen an influx of first-time customers since the onset of the pandemic.
In the early weeks, some people—particularly drive-in newbies—had to be turned away because they didn’t know to arrive early or because shows were sold out. He calls the burst in popularity an “anomaly” and a “phenomenon,” but duly notes that his theaters have always enjoyed a stable of regulars.
“People tell me: ‘I didn’t know there were any drive-ins left,’” Huttinger says. “But we didn’t go away; they did.”
The movie lineup, however, is not typical for this time of year. Due to shuttered studios and delays in summer blockbuster release dates, drive-ins instead have featured recent releases that were still attracting audiences, such as Knives Out and Onward, nostalgic favorites like Grease, and independent releases that were fast-tracked to digital around the time safer-at-home orders went into effect.
At Mission Tiki, The Invisible Man ran for 16 weeks. Suspense, adventure, and horror flicks have been especially popular among newcomers, and some venues are planning Halloween horrorfests to attract younger crowds.
Drive-ins offer double features, cheaper general admission tickets than traditional movie theaters, and often free entry for children under 5. Patrons use their vehicle’s FM radio for audio, and some seasoned customers bring their own portable radios or boom boxes. Families are attracted by the inexpensive concessions and the option to bring their own food. “The babysitting component is definitely there,” Huttinger acknowledges.
So, while drive-ins have added some safety rules during the pandemic—like increasing the distance between cars and selling mostly prepackaged food (freshly popped popcorn is still available) at the snack bar—they still provide a way to enjoy a magical night out at the movies.
