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TOV Forums > General Talk > > Re: Honda's Bid to Save Drive-in Theatres

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CB77
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Honda's Bid to Save Drive-in Theatres    (Score: 1, Normal) 08-10-2013 11:04
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Maybe this is part of the reason RPA lost part of the Honda account...

(From today's Advertising Age)

August 10, 2013 -
NEW YORK -- The digital revolution's impact on Hollywood means that drive-ins -- 60 years ago a beloved pastime for American families -- are destined for extinction. But one automaker, Honda Motor Co., is doing its part to try and save a bit of history.

By the end of 2013, Hollywood is expected to halt 35 millimeter film distribution to all U.S. movie theaters. While most indoor chains have all made the switch, the move imperils hundreds of drive-in theaters, given the costly switch to digital projection -- estimated at $75,000 or more per screen.

For small locations that don't have volume in daily ticket sales, justifying the costs of the conversion to digital is a challenge, especially considering that for many theaters the business is seasonal, closing up during the cold-weather months.

Part of Honda's goal is raising community awareness that drive-ins could soon become relics. But Honda is also donating digital projectors as part of a crowdsourcing campaign by its longtime agency, Los Angeles-based agency RPA.

For one month, people are invited to visit www.projectdrivein.com to determine which five drive-in theaters will get a new digital projector on Honda's dime.

The winning theaters will be revealed in September, and each will host a movie celebration.

"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. "We're committed to helping the remaining drive-in theaters flourish with the move to digital projection."

The country's first drive-in opened in Camden, N.J. in the early 1930's and at the industry's peak after World War II there were more than 4,000 that represented 25 percent of the nation's movie screens. Today, that's down to 1.5 percent, according to a Los Angeles Times report earlier this year.

Honda's website, which goes live today, encourages people to share Project Drive-In with family and friends via social media using a hashtag, and to make a pledge to see one movie at their local drive-in theater.

The automaker is also encouraging donations to the Honda Project Drive-In Fund to help give out more projectors. Additionally, Honda is creating pop-up efforts at several of its 1,000 dealerships across the country to help raise awareness.

Independent shop RPA has continued to unveil creative efforts for Honda, which stayed parked at the agency following a big pitch earlier this year. But as part of that review, RPA lost its Acura business to Boston-based Mullen.


Hondatalover
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Re: Honda's Bid to Save Drive-in Theatres    (Score: 1, Normal) 08-10-2013 12:04
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http://www.youtube.com/watch?v=zh2ULhXtqYU


Colin
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Re: Honda's Bid to Save Drive-in Theatres    (Score: 1, Normal) 08-10-2013 16:09
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It's a very interesting project, you'd think the Big 3 would have more of a 'historical' interest in this subject.
CB77
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Re: Honda's Bid to Save Drive-in Theatres    (Score: 1, Normal) 08-10-2013 17:23
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Colin wrote:
It's a very interesting project, you'd think the Big 3 would have more of a 'historical' interest in this subject.

Yeah, especially Chevrolet, as a throwback to their old "See the USA in your Chevrolet" campaign.


Chris David
Profile for Chris David
Re: Honda's Bid to Save Drive-in Theatres    (Score: 1, Normal) 08-14-2013 09:44
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Other than horny teenagers that live at home, who goes to a drive in? Lame move to appeal to penniless hipsters.

Hey Honda, try appealing to the enthusiasts who made the brand and give us some sports cars.

Power Of Dreams
Profile for Power Of Dreams
Re: Honda's Bid to Save Drive-in Theatres    (Score: 1, Normal) 08-27-2013 14:16
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I can't say that I miss drive-in theatres. They take up a lot of space in a community and a window speaker or listening to the movie on a car radio doesn't have the same appeal as a THX-certified theatre with a 15,000 watt sound system and cushy seats.

Between this and that mushy "Made for Mankind" crap Acura is serving up, I think Chris has a point that Honda is trying to appeal to the exact kind of people who either can't afford or don't want to buy cars.

BG
Profile for BG
Re: Honda's Bid to Save Drive-in Theatres    (Score: 1, Normal) 09-25-2013 05:08
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It seems to be working to some degree, Honda put a nice video of peoples reactions out there...



Grace141
Profile for Grace141
Re: Honda's Bid to Save Drive-in Theatres    (Score: 1, Normal) 09-25-2013 13:05
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I guess I'm a lame penniless hipster then (I may be crazy but I ain't dumb!) because I think this is a good idea. I was pleased to see the nice local drive-in near where I live included in the photos. Well done, Honda.

Now, yeah, Honda could start a "Save Your Local Dragstrip" campaign.


 
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