Drive-in theaters first opened in the early 1930s and rapidly grew in popularity over the next few decades. The world’s first drive-in theater opened on June 6, 1933 in Camden, New Jersey (June 6, 1933: The Era of Drive-In Movies Begins, 2022). Created by Richard Hollingshead Jr., the drive-in offered a novel way for people to watch movies from the privacy and comfort of their automobiles. At their peak popularity in the late 1950s, there were over 4,000 drive-in theaters across the United States. Drive-ins were affordable entertainment and provided a family-friendly atmosphere.
However, drive-in theaters started experiencing a major decline by the 1970s and 1980s due to various factors. The rise of cable television, videocassette recorders, and indoor multiplex cinemas provided easier access to movies at home or in air-conditioned indoor theaters. Land value increased significantly, providing incentive for drive-in owners to sell their properties. By 1989, the number of drive-ins fell to just over 1,000 nationwide.
Rise of Drive-Ins
Drive-in theaters first emerged as a novel entertainment option in the 1930s. According to the Drive-In Theater History Page https://www.driveintheater.com/drivhis1.htm, the inventor of the drive-in was Richard Hollingshead, who opened the first drive-in theater in 1933 in Camden, New Jersey. The concept, which allowed people to watch movies outdoors from their cars, quickly caught on across the country.
Drive-ins peaked in popularity in the 1950s and 1960s, when over 4,000 drive-ins operated nationwide, according to Wikipedia https://en.wikipedia.org/wiki/Drive-in_theater. Family-friendly features like playgrounds and concession stands made drive-ins an affordable, casual entertainment option. Their spacious lots also accommodated large vehicles and crowds.
Decline of Drive-Ins
Although drive-ins were an extremely popular form of entertainment in the 1950s and 60s, they started experiencing a major decline by the 1970s. There were several factors that contributed to the fall of drive-in theaters.
One major reason was the rise of television in the 1950s, which drew audiences away from drive-ins and towards free at-home entertainment. According to this Quora post, the increasing availability and affordability of TV sets led many people to prefer staying home instead of going out to the drive-in.
Additionally, as land values increased, especially in suburban areas, the large lots required for drive-in theaters became less affordable and profitable. Real estate costs made it difficult for drive-in owners to maintain their businesses. Indoor theaters with multiple screens and amenities like concession stands and video games also became more popular, offering more movie variety, comfort and convenience than drive-ins.
Videotapes and Multiplexes
In the 1980s, the introduction of videotapes like VHS made movies available for home viewing for the first time. Previously, the only way to watch a movie was to go to a theater. But with VHS and the videocassette recorder (VCR), people could now rent or buy movies and watch them at home whenever they wanted. This new technology was incredibly popular and changed how people consumed movies. By 1988, over 50 million households had a VCR, allowing them to build a home movie library and giving them control over playback. As this CBC article explains, “This virtual explosion of VCR sales has had some major effects.”
With movies now accessible at home, fewer people were going out to theaters. Drive-ins were impacted as audiences opted to stay home instead. According to Digital Trends, while VHS opened up many opportunities, it also “helped fan the flames of the drive-in’s demise.”
At the same time, multiplex cinemas with multiple movie screens were being built. These new multiplex theaters offered much more choice and flexibility compared to the single or double features that drive-ins played. People could choose from several new movie releases at different showtimes. The variety and convenience of multiplexes also contributed to the declining popularity of drive-ins.
Remaining Drive-Ins
Around 300 drive-ins remain in operation in the U.S. today (https://www.theholidaystory.com/drive-in-theatres-are-left-in-the-usa/). They retain a nostalgic appeal and cult following among movie fans. Drive-ins evoke memories of vintage Americana, making them popular destinations. While most stick to screening movies, some have rebranded as multifunctional venues hosting concerts, festivals, and other events.
Drive-ins uniquely support social distancing, boosting their popularity during the pandemic. With many traditional theaters closed, drive-ins provided a safe entertainment option. Patrons could remain isolated in their cars while enjoying new releases. This resurgence gave many struggling drive-ins a new lease on life.
Drive-ins endure as beacons from a bygone era. Their throwback aesthetics and communal viewing experience create an unparalleled cinematic immersion. Passionate operators work hard to keep the remaining drive-ins going despite challenges. For nostalgic Americans, drive-ins offer a window back to simpler times.
Revival Efforts
Many drive-ins closed in the 1990s as land values rose again. With the surge of big box stores and strip malls, real estate became more valuable, which incentivized drive-in owners to sell their land for development. According to the Brazos Drive-In Theater, over 90% of drive-ins closed between their peak in 1958 and the 1990s.
However, non-profits and drive-in enthusiasts have worked hard to preserve remaining drive-ins across the country. The Drive-In Theater Preservation Society actively works to document, promote, and save drive-in theaters that are still operational today. They encourage support through fundraising, volunteering, and patronizing drive-ins to keep the iconic entertainment experience alive.
In addition, some new drive-ins have opened in recent years to appeal to nostalgia and offer a unique outdoor viewing experience. These new drive-ins cater to a mixture of classic car lovers and young families looking to relive a bygone era of American pop culture.
Drive-Ins Today
Despite early struggles and predictions of their demise, drive-in theaters have persevered and experienced something of a revival due to their family-friendly atmosphere and nostalgic appeal. Today, drive-ins attract a core customer base of families and young adults seeking an inexpensive and distinctive form of entertainment (Will drive-in cinemas regain popularity so we can go to the movies and still socially distance?). To stay relevant, many drive-ins have implemented creative promotions like retro car shows and diversified their businesses by hosting concerts, corporate events, and community festivals (Richard Milton Hollingshead). Driven by nostalgia, their retro atmosphere and novelty remain major draws, allowing drive-ins to carve out a niche in today’s entertainment landscape (Long Road Entertainment Signs Option Agreement to Acquire Company Developing a Modern Drive-In Theater).
Impact of COVID-19
The COVID-19 pandemic in 2020 led to a brief resurgence for drive-in theaters across the United States. With most indoor theaters closed due to health restrictions, drive-ins provided a way for people to still see movies while social distancing in their cars. According to one report, drive-in revenue was up 25% in 2020 compared to the previous year.
The drive-in model was well-suited for pandemic conditions since patrons stayed separated in their vehicles during the show. This built-in social distancing allowed drive-ins to open earlier than most indoor theaters in 2020.
However, it remains uncertain if the surge in drive-in popularity will continue in a post-pandemic world. While some loyal customers were regained in 2020, large indoor multiplexes with more screens and amenities still provide significant competition.
Future Outlook
The future of drive-in theaters remains somewhat niche but does have potential for continued growth. While they are unlikely to return to their peak popularity, drive-ins are expected to maintain appeal due to nostalgia and their retro atmosphere. Some forecasters predict steady, if slow, expansion as the theaters tap into generations interested in a vintage experience. However, the availability and high cost of appropriate land along with ongoing maintenance expenses will remain challenges for new drive-ins hoping to enter the market.
As one energy industry expert notes, “With these innovative air conditioning systems on the horizon, the future of drive-in theaters looks promising.” (Source: https://energy5.com/the-future-of-air-conditioning-systems-in-drive-in-theaters)
Digital marketing agencies also see opportunity in reviving drive-ins, as millennials and younger generations discover the unique social experience. But it will require connecting with target audiences. As one digital marketer advises, “Despite the challenges faced by drive-in theaters in recent years, digital marketing has helped to revive interest and attract moviegoers.” (Source: https://apg.agency/digital-marketing-and-the-revival-of-drive-in-theaters/)
Conclusion
The rise and fall of drive-in theaters reflects evolving technology and changes in entertainment preferences over the decades. Drive-in movies boomed in popularity after World War 2, providing an affordable and convenient way for families to see films without leaving their cars. At their peak in the late 1950s, there were over 4,000 drive-ins across America.
However, drive-ins began declining with the arrival of television, VCRs, multiplex cinemas, and cable television. Their giant screens and mono speakers struggled to compete with the picture and sound quality offered by indoor theaters. Still, drive-ins managed to persevere with far fewer locations, retaining a nostalgic appeal.
Drive-in theaters left a lasting cultural impact, forever associated with first dates, family outings, and American car culture. They remain icons of the 20th century suburban boom and coming-of-age films. While few are left today, drive-ins elicit fond memories for Baby Boomers who grew up going to them.
Some drive-ins have managed to survive with retro appeal, while others have been revived for new generations. Amid the COVID-19 pandemic, drive-ins experienced a temporary resurgence as a way for people to get out while social distancing. It remains to be seen if drive-ins will undergo a lasting comeback or remain just a memory. But they will live on as nostalgic symbols of classic Americana.