Honda is helping to stop drive-in movie theatres across America closing by supplying them with digital projectors through its Project Drive-In initiative.
Nine theatres in total so far have been saved, driven by public votes, and the campaign will continue to try and keep more drive-ins open. The issue has been caused by the end of 35mm film distribution, which has put many of these outdoor entertainment venues in jeopardy. They need digital projectors to be able to carry on screening films.
Honda has set up a designated Project Drive-in website where drive-in theatres can tell their individual story and gather public support from their local communities. Honda reports that the project has had over 650 million impressions in press coverage in the last seven weeks since it launched, indicating the affection and strength of feeling towards drive-in theatres.
Alicia Jones, manager of Honda & Acura social marketing at American Honda Motor Co. Inc., commented: “It's not often that a company gets the opportunity to help preserve an American pastime. It has been an honour and a privilege to bring national and local attention to the fate of drive-ins and to meet the passionate owners of these small businesses."
She added: "We hope that the #SaveTheDriveIn movement continues in the effort to help keep more drive-ins open for the next generation."