Honda Launches National Campaign to Save Drive-In Theaters

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By Seth Fiegerman2013-08-10 21:39:13 UTC

Drive-in theaters haven't disappeared from American soil, yet, but many of the smaller ones may go dark in the coming months.

Hollywood is expected to stop making celluloid prints that work on traditional 35mm projectors. To continue showing movies, drive-ins will need to cough up tens of thousands of dollars to make the switch to digital projectors — no small feat for businesses in a long-struggling industry. In response, one major car company has decided to help out.

See also: Honda Responds to Customer Tweets With Real-Time Vine Videos

Honda is launching a nationwide campaign called Project Drive-In to raise awareness for the plight of drive-ins, and to raise money to help at least five theater owners switch to digital. Honda unveiled a new website dedicated to the campaign, and is letting people vote on which drive-ins should receive assistance, from now through Sept. 9.

As part of the campaign, Honda is also encouraging people to donate to the Honda drive-in fund, and to watch at least one movie at their local drive-in.

What do you think of Honda's campaign? Sound off in the comments, below.

Image: Flickr, monkeywing

Topics: Advertising, Business, Film, honda, Marketing