Honda has turned its attention recently to a dying icon of car culture: the drive-in theater. Because 35mm film distribution is coming to an end and many drive-ins can’t afford to change over to digital projection, thus preventing them from showing first-run movies. Honda’s Project Drive-In , which took place from August 9 to September 9, attempted to address this by allowing moviegoers and website visitors to vote for their favorite local drive-in and contribute to a national fund that will help drive-ins stay in business.
Honda selected five drive-ins, based on votes, to receive new digital projectors. Winners will also have the opportunity to screen Cloudy with a Chance of Meatballs 2 before its wide release date.
“It’s important to help preserve this American icon,” said Alicia Jones, Manager of Honda Social Media at American Honda Motor Co., Inc. “We’re continuing to spread the word about this movement and are proud to support these small businesses where families can share the cinema experience together under the stars.”
