The image of a drive-in theater is emblematic of American culture. Portrayed in nostalgic films like Grease and Once Upon a Time in Hollywood, these theaters represent a sense of community as well as personal freedom. Drive-In Movie Day on June 6th provides a perfect opportunity to reflect on the history of the drive-in theater. For even more information about drive-in history, check out the documentary, Going Attractions: The Definitive History of the American Drive-In Movie.
First Drive-In Theaters
Partial drive-in theaters have existed since the 1910s. However, limited technology and logistical issues prevented these theaters from taking off beyond a few screenings. Drive-in theaters were patented in Camden, New Jersey on June 6th, 1933 by Richard M. Hollingshead, Jr. His theater consisted of a screen nailed to two trees and a projector placed on the hood of a car. Hollingshead’s theater was largely marketed to families, providing a place where children could play and be rowdy without disturbing the people around them. The theater was only open for three years, but the concept caught on at many establishments nationwide.
Sound proved to be an issue for early drive-ins. Speakers were installed in towers next to the screen, but this often caused a sound delay. In 1935, one theater introduced a row of speakers in front of the cars. Finally, in 1941, another theater began providing in-car speakers, which eliminated the problem of noise pollution and allowed guests to control the volume to their liking.
Golden Age of Drive-Ins
These technological advances and the rise of car ownership lead to the peak era of drive in theaters, lasting from the mid 1940s to the 1960s. Drive-in theaters were cheaper to maintain than indoor theaters and were often cheaper for attendees as well. They provided a place for people in rural areas to see films, as they previously had to drive to a city to a traditional movie theater. Couples of all ages found them ideal for date nights. Teenagers enjoyed the privacy drive-ins created and people with children were able to have a night out while attending to their children without getting a babysitter. In this era, many drive-in theaters tried to make going to the movies an event, often hosting contests, actor appearances, or other attractions like petting zoos alongside the film.
Exploitation Era
In the 1970s and 1980s, color TV, video rental, and the oil and energy crises led to a sharp decline in drive-in theater attendees. To draw in a new audience, many theaters stopped showing family friendly films and started showing R or X-rated films instead. This era of exploitation films became synonymous with drive-in theaters. Despite best efforts, many drive-in theaters closed or reduced their hours of operation.
The Future of Drive-Ins
Since the 1990s, the nostalgic appeal for drive-in theaters has grown. Tools like LCD projectors and Jumbotrons allowed for anyone to create a guerilla drive-in. For example, the Liberation Drive-in set out to reclaim under used urban spaces in Oakland, California. However, this new technology has presented challenges for existing drive-ins. Converting to digital projection is a complicated expense that is difficult for many theaters. During the COVID-19 pandemic, social distancing regulations led to another surge in drive-in attendance.
The future for drive-in theaters is unknown but the nostalgia for this classic summer experience will never fade. They have evolved alongside American culture and will hopefully be part of the movie-going experience for years to come. If you can, support a drive-in theater this summer!