Drive-thru movie theatres is something classically American and we often associate it with retro Hollywood culture. Think back to your old favorite American movies, where the main characters would spend Friday night with their milkshakes and the convertible with the top down.
Drive-thru movie theatres reached its peak during 1950s, in which the number of drive-in movie theaters in the United States had increased from its 1947 total of 155 to 4,15. A big jump.
Covid-19 has somewhat revived this trend and made it cool again, as movie goers get to enjoy an evening out without being in near proximity with other people.
The trend has even made its way to Thailand. Major Cineplex teamed up with Central Eastville department store launched a week of drive-thru movie viewing, starting yesterday and going on until 5th July. From what we heard, ticket sales sold out within a day.
The movies shown won’t be new releases, of course, but movie goers can enjoy recent favorites such as “Begin Again” and “Whiplash”.
Thailand’s SF Cinema also teamed up with CAT Telecom to do drive-thru at Crystal Design Center also on 2nd July-5th July. The modern twist? viewers can purchase tickets via LINE and just show their QR code upon entry.
This is probably a good temporary Covid-19 gimmick to boost sales and engagement for movie theatre companies that have been hit with prolonged closures and a good new twist on the classic “dinner and a movie” date.
In the US, Walmart just announced its partnership with Tribeca Enterprises to convert 160 store locations into makeshift drive-in movie theaters. They have the space and scale, and since the US’s Coronavirus cases is rapidly spreading, this is probably more than a marketing gimmick.
The move is an extension of the existing Tribeca-led Drive-In program that has already announced events for a handful of cities, including Los Angeles, New York, Miami, Seattle & Arlington.
The Walmart screenings are set for August through October.
Our take? Covid-19 has certainly paved way for disruption and new services, and in this case, brought back the demand for classic favorites. We say, why not?
