Drive-in movie theaters used to be a staple of the social scene, but as technology has advanced, it has become more difficult to run these establishments. In fact, the expensive switch to 35 mm film could cost each individual drive-in more than $75,000 - a figure that could put many drive-ins out of business. To protect these spots from extinction, Honda has launched Project Drive-In, an effort that aims to raise awareness about the challenges faced by these vintage theaters and supply drive-ins with the tools they need to survive.
Honda may be better known as an automaker that emphasizes vehicle maintenance and cost-effective rides, but it is now turning its attention to this piece of American culture. At its peak, there were more than 4,000 drive-in theaters across the U.S. That number has since dwindled, but drive-ins still represent an important part of American history.
"Cars and drive-in theaters go hand-in-hand, and it's our mission to save this decades-old slice of Americana that holds such nostalgia for so many of us," said Alicia Jones, a manager at American Honda Motor Co. "We're committed to helping the remaining drive-in theaters flourish with the move to digital projection."
The public can go to the official Project Drive-In website to vote on which theaters will receive brand new projection equipment to stay in business. Votes will be collected until Sept. 9 at 9 p.m.