When I think of drive-in cinema, my mind instantly goes to the US: drop-top Cadillacs, hamburgers delivered by smiling staff on roller skates and in particular, the scene in iconic 1970s movie Grease with Danny and Sandy.
In Britain, these events have never really taken off – they are seen as a novelty: why not just go to the cinema or a social event where you can interact with people?
The great British weather and our cars probably don’t help. Watching a film in a Ford Fiesta, crumbs everywhere, with the windscreen wipers on full-pelt, squeaking, isn’t quite the romantic notion many would have in mind.
However, this summer is different, to say the least. People are looking for alternative ways to be entertained in a social distancing-friendly manner as lockdown eases, and being inside at the cinema might not be at the top of agenda for most.
American dream: Drive-in cinemas makes me think of drop-top Cadillacs and Grease – not watching movies from a soggy field in a Ford Fiesta
This month has seen a flurry of pubs and other entertainment venues open, but the pandemic means the shape of these will be different.
We’ve also seen a VAT cut for large parts of the entertainment industry – for example theme parks, zoos and major attractions have seen it slashed from 20 per cent to 5 per cent.
But the hospitality industry is still in disarray, with many likely to stay away from their usual summer activities, no matter how many safety measures are put in place.
However, where can you socially distance from others better than inside your car?
For that reason, some spots have adapted with drive-in events to try and recoup losses, with social media awash with people heading to them and snapping their outings from their motor.
Consumer Trends looks at the summer of drive-in events, whether they are here to stay and how they are helping businesses survive.
Drive-in boom
It’s definitely Britain’s drive-in summer. ‘The current choice of drive-in events is unprecedented,’ says global ticketing platform Eventbrite.
As well as the traditional cinemas of days gone by, creative hosts have started offering alternative drive-in events as diverse as church services, live concerts, comedy shows, and even fitness classes.
So far, the platform has already hosted more than a thousand drive-in events this year – an increase of around 13 times the level from the same time last year.
And with the busiest month for drive-in events typically being August, it believes numbers may continue to rise well into the summer.
Sally Pigott, who leads outdoor events at Eventbrite UK, said: ‘These numbers are really exciting for event creators.
‘They represent the green shoots of a revival – the beginning of the comeback of the live events industry, which has been under so much pressure over the past few months.’
Drive-in events really are the perfect interim step for consumers. They give people a chance to get out of the confines of their living rooms and experience something fun together with other people
Sally Pigott – Eventbrite UK
‘Drive-in events really are the perfect interim step for consumers.
‘They give people a chance to get out of the confines of their living rooms and experience something fun together with other people, all the while maintaining the clear social distancing that comes from being within your own vehicle.’
Some of the tickets on offer include drive-in tribute acts such as Abba, along with movies.
Across the world, we’ve even seen drive-in raves – but while there were plans for 12 cities in Britain to have a summer of concerts, this week, it has been scrapped.
They were to feature Dizzee Rascal, The Streets and Beverley Knight among others, but these have been cancelled over the risk of ‘localised lockdowns.’
It seems organisers were worried about groups gathering and not adhering to the rules – ie sticking inside their car while watching the gig.
To be honest, I see their point. I’d be tempted to get on the bonnet and dad dance to a bit of Original Pirate Material, Reebok Classics on with a can of Kronenbourg – it would be hard to sit still in your car, tapping on the steering wheel.
Entertainment value: For many, a drive-in cinema date will be a novelty – here’s one from last week in Luton
‘It’ll help us recoup some losses’
Nick Blofeld, divisional director at Warwick Castle, is no stranger to getting stuck in with events – he’s been in the role for four years, after previously being the chief executive of Bath Rugby.
On its opening weekend at the start of July, I attended the castle with my family and at a socially distanced drinks event after, I spoke to him about the scrum it has become for the leisure industry to cope, adapt and thrive given the pandemic.
One of the ways Warwick has adapted is with a series of drive-in cinema events, alongside a socially distanced beer garden with food, drink and DJ sets, open at the weekends.
The pivot to “drive-in” was a response to challenges presented by offering the same big-screen experience while ensuring Covid-secure procedures
Nick Blofeld – divisional director at Warwick Castle
It has teamed up with Luna Cinema for the screenings, and Nick says: ‘The pivot to “drive-in” was a response to challenges presented by offering the same big-screen experience while ensuring Covid-secure procedures.’
He says that a ‘small portion’ of the losses from lost tourism between March and June will be recouped from the event.
He says: ‘Tickets are selling really well – we think we’ll get to 90 per cent capacity over four weeks.
‘We’ve already had a number of sell-out screenings with Grease and Jurassic Park proving to be especially popular so far.’
The screenings can take 200 cars and the show goes on whatever the weather. There are two to three showings per day, with prices starting at £29.50 for a standard car and two people.
What about the lovely lawns of Warwick Castle that we were looking at while chatting? Won’t they be ruined?
Nick adds: ‘We operate different entry points on rotation to ensure an even amount of traffic, and then our grounds and gardens team make daily checks to see whether any areas require special treatment for repair.’
How does the drive-in work?
At Warwick, each car is given a personal speaker, wirelessly set up ready to go when the film starts – no tuning in required, meaning no drain on the car battery.
Upon arrival, cinema goers can scan a QR code and browse an online menu to order food and drinks delivered to your car bonnet, including alcohol (not recommended for the driver).
It also offers pre-ordered hampers, with cheese and biscuits and retro sweets options available.
Max Fox, director of International Shows is also running drive-in events: ‘In the thick of lockdown I was thinking that once the restrictions are lifted, venue owners are not going to open up all the theatres, nor the cinemas, and customers are going to be scared of visiting venues where they’re close together.
‘It was from that moment that I came to the realisation that drive-in cinemas would tackle the problem.
‘We’ve got a really detailed process of how we’re getting people in and out,’ he explains. It’s pre-bookings only.
‘They’ll arrive, they’ll be scanned contactless with a QR code scanner, and they’ll tune into an FM radio frequency to capture the sound.’
And when attendees fancy something to eat: ‘We’re currently having an app made so people can get food and drink delivered without leaving their car.’
Live music: A series of drive-in concerts have been cancelled, likely because of fears people will simply leave their cars and not social distance – here’s an event in Malibu on Thursday
Will the drive-in love-in continue?
Sebastian Boppert, head of European communications at Eventbrite, said: ‘The longevity of this boom depends on the evolving safety advice around in-person events and attendees’ comfort levels.
‘There are some growth limitations here – most notably the availability of venues and technology for drive-in shows – but as the example of a boat-in film festival in Sweden shows, there are few limits to the creativity of event creators.’
The Swedish event in question is in Karlskrona – an archipelago made up of 1,650 islands, islets and skerries.
It will allow 100 boats to watch a film on a big screen, with 30 screenings planned in August and boat-bound audiences able to order food from restaurants, delivered by bridges.
While nothing that extreme has popped up in Britain, it’s safe to say there has been a boom in events on our – so far in July – soggy fields.
Our summer loving for drive-in cinema could be fleeting like Danny and Sandy’s teenage relationship in Grease – or, if it is successful and gets the punters coming back for more, a legion of hopelessly devoted drive-in goers could stick around for summers to come.
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