At the first patented drive-in theater in America, which opened in 1933 near Camden, N.J., guests paid $1 per carload for a lo-fi affair with speakers mounted to a 50-foot screen and an ad campaign that said, “The whole family is welcome, regardless of how noisy the children are.”
How times have changed, with the entertainment concept evolving from its bare-bones early days into a trendy—and thoroughly bougie—way for movie lovers to spend an evening.
After decades of falling out of favor, with the rise of real estate prices and the advent of multiplexes and VCRs, outdoor theaters had a resurgence during the 2020 pandemic.
That popularity has grown as the drive-in events themselves have become more elaborate, with on-site amenities from craft cocktails and artisanal food to fireworks displays, live music, laser shows and celebrity appearances.
Cars are largely gone from the modern-day drive-in, as are the old-school sight and sound problems, replaced by high-tech headsets, LED screens and digital projection. But there’s still a sense of nostalgia, often reflected in the classic films being shown.
Venues are decidedly more exotic than yesteryear’s suburban field—the Hollywood Forever cemetery in Los Angeles and Red Rocks Park and Amphitheatre in Denver are clear standouts—and companies like Rooftop Cinema Club and Cinespia are building multi-location chains in major U.S. markets.
Another 2023 difference: a significant marketer presence. The new movies under the stars have become brandstravaganzas for the likes of Coca-Cola, Visa, Netflix, Whole Foods, Amazon Studios, Pizza Hut and Anheuser-Busch, to name only a few.
Open-air movies are a mix of out-of-home media and experiential marketing for brands, with a range of potential consumer touch points including product giveaways, on-screen ads and on-site activations.
Such sponsorships “open up a direct line of conversation” with coveted demos, per Sari Brecher, director of brands in culture for Diageo. The conglomerate featured its Smirnoff Red, White & Berry products for Cinespia’s July Fourth weekend that drew 4,000 people, boosting brand awareness and “providing key analytical data about the customer in a fun and organic way.”
Targeting the same young crowds that flock to music festivals, the Instagram-worthy movie nights give brands “an immersive experience where people have shared moments of celebration,” according to Michael Krepack, founder and CEO of For Services Of, which makes brand deals on behalf of Cinespia and Rooftop Cinema Club.
A night at the modern, open-air cinema can include branded pop-ups; product giveaways; stunning cityscapes; high-tech sight and sound; and elaborate, movie themed photo booths.
A storytelling vehicle
As a new sponsor at Cinespia in LA this year, mission-driven, “100% exploitation-free” Tony’s Chocolonely has sent brand ambassadors to sample “tiny Tony’s” bars, built stand-alone product booths and sold specially wrapped candy for the occasions. Its retro packaging already fit into the environment, according to Aidaly Sosa Walker, U.S. head of marketing.
The outdoor film deal is in line with Tony’s grassroots efforts that focus on key markets like New York, Chicago and LA, allowing it to “leave a lasting impression” with fans, Walker said.
“It’s not only a product placement—it gives us the opportunity to tell our brand story,” Walker said. “And it’s an avenue for us to do that at scale, which is tough for us since we’re anti-paid media.”
Rooftop Cinema Club, which has 10 screens across five U.S. states, weaves brands into its premium venues “in subtle but effective ways,” per Gerry Cottle, the company’s CEO and founder. This includes movie tickets that mimicked boarding passes for an American Airlines deal, along with branded blankets and chairs.
“It’s not like a billboard; it’s stylish,” Cottle told Adweek. “We never want fans to say it’s garish, and we never carpet bomb it.”
Often called “the Soho House of outdoor screenings,” Rooftop chooses underutilized spaces like parking garages and hotel roofs in urban areas with cityscapes as the backdrop for its fan-favorite and newer release films. The view is a key selling point for attendees and a unique scene-setter for marketing partners.
The chain, which draws some 350,000 fans during its warm-weather season, plans to expand with three to four new venues a year, mostly in Sunbelt states. The move happens as traditional theaters have struggled to draw in crowds, Barbenheimer notwithstanding.
“We’re encouraging people, especially millennials and Gen Z, to engage with the wonderful world of film,” Cottle said. “And they’re responding to the open-air cinema of today, which is an entirely new way of watching films, even though it feels a bit like we’ve come full circle.”
This story is part of Adweek’s Beyond the Transaction special feature, which spotlights the people and strategies driving business growth and brand awareness.
This story first appeared in the August 2023 issue of Adweek magazine. Click here to subscribe.
