Drive-In Movie Theaters During the Pandemic
Drive-ins helped the film industry stay alive during the pandemic when its fate was in doubt. Now, years later, drive-in theaters still offer a small but significant boost to the industry.
A Significant Part of the Income
Drive-ins made up a significant part of the evening box office income in 2020 due to social distancing guidelines that reduced entertainment options. From the end of March to mid-August 2020, drive-ins achieved 85% of the evening box office in the USA, compared to 2.9% in the same period in 2019, according to Comscore data.
The Number of Drive-Ins
When pandemic restrictions subsided, filmgoers returned to stationary cinemas, and some drive-in locations finally closed. In 2024, around 283 drive-ins were operated nationwide, down from around 305 in 2019 and 318 in 2021, according to the United Drive-in Theater Owners Association (UDITOA). The numbers were not available for 2020. In 1958, the association estimated that 4,063 drive-ins were operated in the United States, citing industry resources.
How Drive-Ins Operate
Drive-ins usually offer somewhat cheaper tickets and concessions compared to the major theater chains in the industry. For example, AMC could cost about $26 for an IMAX ticket outside of Baltimore, Maryland, while a double screening would cost around $12.50 per person at the local Bengies drive-in. Similar to their colleagues in indoor theaters, concessions drive most of the income in drive-ins.
The Importance of Concessions
Donna Saunders, co-owner of Ohio’s Field of Dreams and Van-Del Drive-In Theaters, said drive-ins would "go out of business" if customers did not buy concessions. They described drive-ins as one of the earliest concepts of "dinner and a movie," often with more food options than traditional theaters.
The Future of Drive-Ins
Even though the demand has subsided since the pandemic, some operators are opening up again. "We have these younger couples who buy drive-in theaters or reopen them to keep them going, so that experience has a great name experience," said Mike Kerz, co-owner of the Midway Drive-in Theater in Illinois and a member of the board of UDITOA.
New Drive-Ins Opening
Last year, Paul Cole opened the Rose City Drive-in, a theater in Newark, New York, which originally opened in 1956 and closed almost three decades later. The number of visitors was "okay," said Cole, with about 25 cars coming every night for the screenings of Disney’s "Fantastic Four" and "Freakier Friday," but he would prefer up to 70 cars on a weekend evening.
Attracting Younger Audiences
Donna Saunders and her husband Rod have attributed part of the recent decline in attendance to the lack of younger film fans, who faded the venues as the experience in 2020 for many. Some people bring their grandchildren as part of an ongoing cycle to motivate younger generations to participate in drive-in presentations.
Nostalgia and Retro Content
Drive-ins often do well with re-release and retro content, said Saunders. For example, Universal Pictures’ "Jaws" is being re-released for its 50th anniversary over the Labor Day weekend. Victor Bonacore, who manages the Dixie Twin Drive-in from Ohio, estimated an average of 150 cars on a given Friday evening. Since he does not expect major releases for the rest of August, he plans a weekend of the 80s, showing the re-release of "The Goonies" from 1985, followed by Zach Cregger’s latest hit "Barbie" on one screen, and "ET" on the second screen.
The Power of Nostalgia
"Nostalgia is a big part of our society, and I feel like people still… come out of it," said Bonacore. Drive-ins are a unique experience that offers a nostalgic feel, and many people are drawn to them for that reason. As the film industry continues to evolve, drive-ins will likely remain a beloved part of American culture.
