Project Drive-In, a Honda-sponsored campaign to save drive-in theaters across the country, is beginning to bear fruit, as the first theaters have been informed that they'll be getting free digital projectors. Many theaters still use 35-millimeter film, which is being phased out rather aggressively in the movie industry. The move to digital, meanwhile, requires nearly a six-figure investment, forcing many drive-ins to close up shop for good.
Drive In Theater
Honda wasn't really a major player in the automotive industry when drive-in movie theaters were popular in the US, but the automaker is doing its best to preserve the place where automotive and cinema histories collide. Using Project Drive-In, Honda is helping bring awareness to a story we brought up last month, where we saw how a move away from 35-millimeter film could put some of the few drive-in theaters remaining in the US out of business.
Drive-in movie theaters turn 80 years old this summer, and, soon, they might die of old age. There are only 360 drive-in theaters left in the US – down from 4,000 at their peak in 1958 – and the 35-millimeter film projectors that they use to screen movies are quickly losing support from studios, which have switched to digital methods of capturing pictures.
As hardcore as they come, Che Guevarra's image has been transformed by the very capitalism he railed against into something non-threatening enough that the totem has been given a pair of 3-D spectacles and serves as a logo for a rebel band of film enthusiasts. In sharp contrast to what the retail-industrial complex continues to try selling us, there are those that prefer the more organic charms of a beaten, scratched, oft-repaired and aged release print of any given movie, ratty-sounding optical