Drive-in theaters are a once ubiquitous American tradition that has all but become extinct. Honda’s Project Drive-In, launched August 9th, seeks to save the nation’s 368 remaining drive-ins by helping them convert to digital projectors as 35mm film distribution comes to an end.
Building on early successes with the project, Honda will launch the first ever live Twitter and Vine auction, with well-known film critic Leonard Maltin serving as auctioneer for the 4-hour event. The auction began at 1PM EST today, with funds raised going directly to help ailing drive-ins.
A Vine video posted to the @Honda Twitter account showcases “at least eight items” available for auction. To bid on an item, participants tweet the title of the item, bid price and hash tag #DriveInAuction. Honda will then tweet the winning bidder at the end of the auction, who will be directed via @Honda direct message to make a payment on the Project Drive-In fundraising page. So far auction items revealed have ranged from the worthwhile — four Disneyland park hopper tickets and four Aquarium of the Pacific tickets — to “That’s a prize!?” — basketball and license plate signed by Maroon 5; tickets to the premiere of Cloudy with a Chance of Meatballs 2, along with signed merchandise. It’s nice to see Honda using innovative social engagement for a good cause. Hopefully the auction helps Project Drive-In save a few theaters.