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|Home: BigScreen Journal - Honda's "Project Drive-In" Provides Digital Cinema Projectors to 9 Drive-Ins|
This summer, Honda started an initiative they called "Project Drive-In" which would award new Digital Cinema Projection systems to five drive-ins around the country, based on which received the most votes from the public. With the industry-wide conversion from 35mm film to Digital Cinema projection, many drive-ins, like many small and often family-run movie theaters, are in danger of closing for good because they can't afford to convert.
In addition to soliciting a popular vote, the site also asked for donations toward the project, and that effort allowed them to help a total of nine drive-ins get the new equipment they needed! More than 2.6 million votes were received, and more than $43,000 in donations were collected.
"It's not often that a company gets the opportunity to help preserve an American pastime. It has been an honor and a privilege to bring national and local attention to the fate of drive-ins and to meet the passionate owners of these small businesses," said Alicia Jones, manager of Honda & Acura social marketing at American Honda Motor Co., Inc. "We hope that the #SaveTheDriveIn movement continues in the effort to help keep more drive-ins open for the next generation."
The winners were notified via a fake news interview, so their reactions were caught on camera. The video appears below. All of them are celebrating their happy news with a special showing of Cloudy with a Chance of Meatballs 2 (Sony was a partner in Project Drive-In, and the movie is from Sony Pictures).
The winning theaters are:
A drive-in is a unique moviegoing experience, and we have an easy way for you to find a drive-in near you. Just go to the Nearby Theaters page in The Marquee, and then choose to show "drive-ins" using the selector in the upper right corner of the results, and you will see a list of all active drive-ins near you.
The fundraising will continue through the end of the year, so check out the web site at the Read link below to find a theater near you that is participating in this program!
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