Category Archives: California

Drive-in success story: Occasional free nights

Posted on by
Las Vegas 6 Drive-In Theatre signs

Signs for West Wind’s Las Vegas 6. Photo by Neon Michael from the Carload Flickr group.

I picked this up from the Santa Barbara (CA) Independent, but it really applies to all of West Wind‘s drive-in theaters in California, Nevada, and Arizona. This is a brilliant idea. Show recent, family-friendly movies for free on one special, promoted weeknight. It reminds families how much fun it is to go to the drive-in, it probably generates enough concession stand sales to cover costs, and it’s definitely worth losing a standard early-season weeknight gate. Here’s the press release, as printed in the Independent:

As they have done every year for the last several years, the Santa Barbara Drive-In is hosting Customer Appreciation Night with free movies to the public on Thursday, April 25, 2013.

Drive-In theaters across the country are benefiting from a resurgence in demand with revenues outpacing traditional “walk-in” theaters by a wide margin. Drive-in movie attendance is up by double digits again this year and the West Wind Santa Barbara Drive-In has reaped the benefits.

Patrick LaCava, Senior Vice President of Operations explains that “value seems to be the major reason drive-ins are growing.” Tickets to the drive-in are only $7.00 per adult, and kids 5-11 years old are just $1.00, while kids 4 and under are free. Plus, you get double features each night, instead of just one movie at the indoor theaters. LaCava continues “A family of four with young children can see two first run movies for $14.00, or $16.00 if you have kids between 5-11 years old.”

If you think drive-ins are dead, think again. “Business is so good, we’ve reopened drive-ins. Five years ago we reopened the Solano Drive-In in Concord, CA and three years ago we reopened this one in Santa Barbara after being closed for 19 years“ according to LaCava.

Tony Maniscalco, Vice President of Marketing is thrilled that people are re-discovering the family fun of the drive-in. “Parents bring their kids to watch the first movie then the kids fall asleep in the back seat while the parents watch the second movie. It’s the perfect baby sitter.”

Drive-ins presentation has changed considerably over the years yet the nostalgic feeling remains. Improvements in presentation and sound that now rivals walk-in along with delicious well-known brands at a fraction of the cost you find at conventional theatres are just part of the draw. There’s still that great old school vibe in a family friendly and updated location.

The West Wind Drive-Ins are taking this great value one step further with Free Movie Customer Appreciation Night on Thursday, April 25, featuring recent movie blockbusters Wreck It Ralph and Jack the Giant Slayer. “We are opening up our drive-ins as we do a few times every year to thank our loyal customers and to invite those who have not yet experienced the drive-in to give it a try. We typically show first run movies every night but on Customer Appreciation Night we give everyone a chance to catch up on the best movies of the past few months.” Maniscalco explains. “Relax in your car or bring a chair and a blanket and enjoy your movie under the stars and moonlight” adds LaCava.

Motor Vu of Imperial CA won’t reopen

Posted on by

Motor Vu drive-in sign and screenWhile it’s heartening to celebrate the continued existence of so many drive-in theaters, it’s also important to make note of those that pass away. Last week, the Imperial Valley Press of El Centro CA ran an article which said that the Motor Vu Twin Drive-In Theatre was closed indefinitely. The Motor Vu’s Facebook page hasn’t been updated since November 2010, another sign that this drive-in is gone.

The Imperial Valley Press quoted Bobby Gran, operations manager for Cal-Gran Theaters. Gran said, “It was partially because of the digital situation and getting the 35 millimeter prints. And based on the books, it wasn’t producing enough money. It was a business decision.”

The article also gathered lots of reaction quotes from former patrons of the Motor Vu, which had been open since at least 1952. (It’s included in the list of active drive-ins in my copy of the 1952 Theatre Catalog.) There’s also a nice photo, so go read it!

Vineland hopes to make an expensive conversion

Posted on by

Screen shot of drive-in videoMost drive-in video is good, though some videos are better than others, and this little snapshot of the Vineland Drive-In in City of Industry CA is one of the best I’ve seen lately. It comes to us from Annenberg TV News of the University of Southern California.

If you’ve never been to a drive-in (how sad!), this video is the best news report to capture the full experience – tickets, screen, concessions, projectors, and the closing credits, a really nice touch. Oh, and it’s about how the folks at the Vineland are optimistic that it will be able to convert to digital projection by the end of the year despite the $320,000 price tag for four screens. Thanks USC Annenberg, for this fine report, and for letting me share it here.

Update: I am sorry, but the embedded version that USC Annenberg provided insisted on autoplaying whenever the page loaded. That’s darned annoying, and the version on the Annenberg page doesn’t do that, but I can’t figure out how to make it quit, so I took it out and replaced it with a screen shot of that video, linking to the original article. If you know how to make it stop autoplaying, please let me know and I’ll embed it again.