To the movies by car
The History and Near Demise of American Drive-In Theatres.
Drive-in movie theaters peaked in the late 1950s when there were over 4,000 movie theaters across the US. Although the first came into existence in the 1930s and they still exist today (new ones are even being built), everyone associates them with the 1950s culture. The first opened in June 1933 in New Jersey, had room for 400 cars and had a screen of 10 by 12 meters and 'directional sound' through 3 RCA speakers. Since it was the first it was simply called 'Drive-In Theatre'. It cost $30,000 to build. The film cost 25 cents per car and per visitor. The first film was a British comedy called 'Wives beware'.
The 1930s were a difficult time for Americans hit by a severe economic crisis. Movies were a way of escaping reality. They gave people from all walks of life hope for the future, a future that was a lot brighter than the harsh reality on the other side of the cinema walls.
Richard Hollingshead was an auto parts salesman for his father's business, Whiz Auto Products. He wanted to invent something that would make his two passions, cars and movies, could combine. He came up with the idea because his rather large mother couldn't fit in a normal movie theater seat. Richard put her in a car, set up a Kodak projector, hung sheets on a tree, and put a radio behind it. This was in 1928. He experimented for several years until he came up with a system that would allow the cars to be parked on an ascending plot of land. Of course you shouldn't be bothered by new visitors or visitors who left earlier. He even used his sprinkler system to see what the problems might be if the weather was bad. On May 16, 1933, he received the 1932 patent pending (#1909537) and a month later he opened America's first Drive-In on Crescent Boulevard in Camden, NJ. The image below shows how the system works.
In 1934 Wilson Shankweiler opens his drive-thru in Orefield Pennsylvania. This drive-in still exists in 2013! By the end of the 1930s, 17 more of these impressive complexes opened their doors. These all had to pay royalties to Richard, given the patent even lasts 17 years. Richard himself sold his theater in 1936 but kept a 30% stake in Park-In Inc. The following years were difficult for Richard, with many legal complications related to patent infringement. Many wanted to take advantage of the success. The new drive-ins often stopped paying royalties. Because of these problems, and after reconsidering whether Hollingshead's concept was really a new idea, the state of Delaware nullified the patent in 1949.
Camden, NJ, America's First Drive In Movie Theater
In 1934 Pico was America's 4th and California's first drive-in movie theater. At that time you apparently didn't go to the movies but to a 'talking picture'. In 1935 Pico advertised the new 'Sound Sensation' that brought the sound to your car through the radiator. Before that, the sound was brought through a large speaker on a tower. As a result, image and sound were often out of sync. The image shows customers pouring in for a movie night in September 1934. The photos below show the 'Sound Sensation' system in action. The speakers were attached to a rail and could be positioned easily. The images show Pacific Drive in LA in 1938. It would be another 3 years before RCA Victor introduced the first in-car speaker. By 1942 there were already nearly 100 drive-ins in America.
Drive in 1938 Pacific Drive LA
In 2012, Google celebrated the 79th anniversary of the drive-in with a doodle including a 30-second video.
A 1938 Miami Drive-In flyer. Some flyers provided additional information. This was mainly to emphasize convenience. 'Any type of dress is good for the Drive-in Theatre, you can smoke, talk and relax in your own car without disturbing the neighbours'.
However, it only started when the speakers in the front of the car came. This increased the number from 820 in 1948 to 4,063 Drive-in movie theaters at its peak in 1958.
During the baby boom of the late 1940s and early 1950s, many young families discovered the drive-ins. It really was a family affair in the 1950s. You could bring the children and babies and you could smoke there. It was a lot more flexible than a real cinema. Many drive-ins added playgrounds. The catering establishments on the sites also contributed to the positive experiences of the young families. They were certainly able to provide the hundreds of customers with food and drink during the breaks. Cartoons were shown during the intermissions and there was a clock that counted down to the moment the film resumed. Over the years, carts were introduced to pass the cars for the sale of food and drink. There were also heaters in the car. In 1948 a new concept was added, conceived by Ed Brown, pilot. He opened the Drive-In and Fly-In Theater in Asbury Park, New Jersey where 500 cars and 50 planes could watch a movie. A runway was constructed where the planes could land and taxi to the rear rows. The Circle Autoscope Drive-In in Albuquerque even had a screen per parking lot. The largest drive-in was Johnny's All Weather Drive-in in Copiaque, New York. There was room for 2,500 cars and 1,200 seated spectators in an air-conditioned room including a restaurant. There was even a petting zoo.
In the late 1960s, the drive-ins were often only visited by young couples who appreciated the privacy. They were popularly referred to as 'passion pits'. This teen culture has been immortalized in films like American Graffiti and Grease. In the 1970s it was mainly the cable TV and VCRs that kept people away. The normal cinemas were also getting bigger, more seats, more comfort due to air conditioning and above all more and larger screens. Showing the big movies was also a problem. A normal movie theater could show a new big movie several times a day and not just in the dark. As a result, the drive-ins were dependent on b-movies and sex films. These sex movies allowed many drive-ins to survive for years to come. In addition to these sex films, events were also organized during the day such as flea markets and church services. Shankweiler started broadcasting on AM in 1982. The speakers are still in use. In 1986 they were the first to switch to FM stereo sound. In 1990, 910 were still in active use. Today there are about 400.
The reasons for the near disappearance of the drive-ins were many, the biggest being the rise of television in the home and the value of the land itself. The drive-ins were often constructed outside the cities. As the cities grew, land was needed and its sale brought in money. The succession of the owner was also a problem. They were often family businesses whose children had no interest in taking over the Drive-in. The end of the baby boom is also said to have played a part as well as the introduction of daylight saving time, which left parents feeling that the first movie started at 10pm too late for the little ones.
Fortunately, the drive-in never ended. On the contrary. New complexes are being opened again, old ones are being put back into use and modernized with new screens and FM radio stations. Due to the new, expensive, techniques it is also possible to show the latest films. Richard Hollingshead would be proud.
De eerste drive-in opent in 1933 | De eerste klanten van de eerste drive-in | Begin jaren 50 gaan de zaken goed |
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De bijnaam van de theatres wordt al snel de 'passion pit' | Om meer klanten te trekken worden er kerkdiensten gehouden als het niet donker is | San Francisco 1948 |
San Francisco 1948 | New York drive-in publiek | L.A. 1949 |
L.A. 1949 | Kallet Drive-In in 1946, helemaal nieuw! | South Bend, Indiana in de 50s |
In je cabrio naar de film, ultiem! | Drive-in kerkdienst in Massachusetss in 1951 | Chicago 1951 |
Chicago 1951 | Chicago 1951 | Chicago 1951 |
De 'Fly-In and Drive-In theatre' ingang | Flyer voor de 'grand opening' van weer een nieuwe drive-in | Ballantyne advertentie uit 1949 |
Ballantyne advertentie uit 1955 | Jaren 50 | Wachten op betere tijden. Ze lijken te komen! |
In the past years I went to a drive-in movie in the Netherlands five times. The former Caddy's Diner in Purmerend provided several drive-in evenings with BBQ. I've been there twice, once with my 1962 Cadillac and once with my 1958 Cadillac. This was in 2001 and 2003. In 2013 there was a drive-in evening at the then new event Feel The 50's. We were there too, unfortunately with the modern car, but the following year we went with the Pontiac. There was also a movie at Starlight in Horn that year. Films included King Creole, Rock Around the Clock, The wild one and Christine.
Feel the 50's - Venlo - 2014 - King Creole | Feel the 50's - Venlo - 2014 - King Creole | Feel the 50's - Venlo - 2014 - King Creole |
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Feel the 50's - Venlo - 2014 - King Creole | Feel the 50's - Venlo - 2013 - Rock around the clock | Feel the 50's - Venlo - 2013 - Rock around the clock |
Feel the 50's - Venlo - 2013 - Rock around the clock | Cruise & Drive In Event - Horn - 2014 - Christine | Cruise & Drive In Event - Horn - 2014 - Christine |
Caddy's Diner Drive In - 2003 | Caddy's Diner Drive In - 2003 | Caddy's Diner Drive In - 2003 |
Caddy's Diner Drive In - 2003 | Caddy's Diner Drive In - 2001 - The wild one | Caddy's Diner Drive In - 2001 - The wild one |