Drive-In Movies: Rise and Fall
The drive-in’s peak popularity came in the late 1950s and early 1960s, particularly in rural areas, with over 4,000 drive-ins spread across the United States in 1958. They were a cheaper alternative to in-door cinema theaters because not only did they save the gas of driving out to the city and then back home, but offered more privacy and convenience.
Drive-ins gained immense popularity 20 years later during the 1950s and ’60s with the Baby Boomer generation. There were over 4,000 drive-ins throughout the U.S., and most were in rural areas. They became a well-liked form of entertainment because of the increase in car sales after the war. It was also a common date idea because of the privacy it would allow and because it was a cheaper and more convenient alternative to the regular movie theaters.
In the 1950s, the greater privacy afforded to patrons gave drive-ins a reputation as immoral, and they were labeled “passion pits” in the media. Nevertheless, drive-ins were increasingly punished by distributors and prevented from screening first-run films. This perpetuated drive-ins’ reputation as B movie destinations and led to their eventual fall from popularity.
Changes and Challenges
Drive-ins could make a long-term comeback. But at the right price point, drive-ins have the opportunity to attract and retain a substantial customer base. In 2019, moviegoers in the United States paid an average of $9.
Slowly, drive-ins began to lose their appeal. To have an effective drive-in, it had to be on at least 15 acres of land. Drive-ins could only show movies during certain times of the year and were dependent on decent weather. During the ‘70s oil crisis, people downsized their cars in order to save money on the inflated cost of gas, making it uncomfortable to watch movies at the drive-in.
The development of the VCR made it more appealing to stay at home and watch movies without paying for a movie at the drive-in. The runaway inflation and real estate interest rate hikes in the late 1970s and early 1980s made the large land tracts used by drive-ins increasingly expensive and thus far too valuable for continued use as drive-ins. By the late 1980s, the total number of drive-ins still operating in the United States and Canada fell to less than two hundred.
Legacy of the Drive-In Movies
Drive-in movie theaters, once a cornerstone of American leisure, characterized a unique era of cinematic experience. Flourishing in the post-World War II era, they became symbols of a growing car culture and an increasing love for outdoor activities. In their prime, particularly in the 1950s and 60s, drive-ins were more than just places to watch movies; they were vibrant social hubs, places for families and friends to gather under the stars.