Digital disruption is more than an annoying ping in your pocket, and it’s not all good. Take the situation facing hundreds of drive-in movie theaters around the nation–if they fail to upgrade their projection equipment to the tune of $75,000 per screen by the end of the year, they will no longer be able to show first-run films.
Clearly, this is a problem in need of a solution and I for one, am pleased to see a progressive-minded brand step-up with an innovative solution.
Project Drive-In, a newly launched national effort sponsored by Honda to save as many drive-ins as possible, is raising community awareness across the nation, and will supply at least five drive-ins with digital projectors.
“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, Manager of Honda & Acura Social Marketing at American Honda Motor Co.
I’m marveling at the perfect fit here. This is precisely what a car company ought to do and Honda is doing it, with help from RPA in Santa Monica.
As part of Honda’s fundraising efforts, there will be an online auction that features tickets to the Los Angeles premiere of Cloudy with a Chance of Meatballs 2 as well as additional film-related merchandise.
Honda will also launch pop-up drive-ins at Honda dealerships across the country to help raise awareness and build a groundswell of support, featuring a free screening of the first Cloudy with a Chance of Meatballs film.