![]() ![]() However, the open-air drive-ins with built-in physical distancing from vehicles had more favorable attributes. Indoor spaces and public gatherings became ill-suited for the preservation of health and safety against the deadly coronavirus. For June through August 2020, about 21% of North American movie theaters in operation were drive-ins, and those fixed-screen outdoor cinemas had 70% of the box office revenue. July fireworks were canceled that year due to COVID-19 concerns. In 2019, during peak summer months, drive-ins accounted for fewer than 6% of all theaters in North America and about 4% of overall box office returns, Comscore data show.Īn aerial drone view shows a temporary drive-in movie theater at the Rose Bowl stadium on Jin Pasadena, California. ![]() Prior to last year, those highly seasonal outdoor outfits contributed a mere sliver of the movie exhibition business. Now, fewer than 350 fixed-screen drive-in locations are sprinkled across America, mostly in rural communities where land is in greater abundance and light pollution is minimal. Those ranks were culled following the emergence of television and, later, the arrival of cable, VHS, the cinema multiplex, digital innovation and rising land values. In 1958, drive-ins topped out at more than 4,000 locations nationwide, according to Kerry Segrave’s chronicle of the industry, “Drive-in Theaters: A History from Their Inception in 1933.” There are indications that the added exposure jumpstarted an outdoor cinema rally: Long-forsaken drive-ins are being dusted off and spruced up pop-ups are proliferating in cities the concept is gaining momentum overseas and new takes on the classic are launching. “The old-fashioned and often marginalized drive-in theater must now be recognized as one of the saviors of the industry,” he said. “Naturally, the attributes of the multiplex did not work well within the confines of the pandemic, but consumers hungry to get out of the house found the drive-in to be the perfect solution to a question that no one had even thought to ask just a year before,” said Paul Dergarabedian, senior media analyst for Comscore, which tracks global box office data. Through the first 30 weeks of 2021, they’re still gobbling up a greater share of box office revenue than they did pre-pandemic: averaging 6.2% of weekend box office dollars this year versus nearly 1.9% for the first 30 weeks of 2019, Comscore data show.Ī view of the Miami Screening of the HBO Documentary Film 'Revolution Rent' at Nite Owl Drive-In Theater on Jin Miami, Florida. During that same period in 2019, drive-ins accounted for just 2.9% of box office revenue.Īnd although films and people have started to return to brick-and-mortar cinemas (albeit at far lower levels than before), drive-ins are showing that they have staying power. Last year, from late-March through mid-August, drive-ins generated 85% of North American box office revenue (and some weeks contributed north of 95%), according to Comscore data provided to CNN Business. But while it might have been dismissed as another anomaly in a year full of unusual economic blips, the renewed interest in drive-in theaters looks like it’s here to stay. During a pandemic that upended lives, broke routines, and mothballed most forms of in-person activities, a funny thing happened in the entertainment business: The drive-in theater saved the cinema.
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