For drive-in movie theatres, the past few months have been a turbulent, but ultimately beneficial ride. It’s a rare thing to hear about an industry that is growing because of the COVID-19 pandemic, but the drive-in industry is among the lucky few.
June saw the Ontario government lift restrictions on drive-ins as part of the Stage 2 plan for reopening. The industry has consequently experienced a boom of popularity that has continued into Stage 3.
A busy season
Kevin Marshall has been the owner and operator of Pembroke’s Skylight Drive-In since he and his wife Kathy Lepine bought it in 2014. While the green light to open drive-ins arrived weeks after their scheduled opening, he said their season so far has been their busiest ever.
“We had more people through the gate in the three weeks in June that we were open than in any other year from the [May 24 long weekend] to the end of June—so our numbers were definitely up,” he said.
Marshall added that the demographics for attendees at the Skylight have been diverse and ranged from teenagers to seniors.
“We’ve got people who’ve never been to a drive-in before, but have heard about them and are experiencing them for the first time,” he said. “You’re also dealing with people who used to go to the drive-in a long time ago with their parents and they’re now bringing their children or their grandchildren.”
Alongside established drive-ins such as the Skylight, several entrepreneurs have sought to offset the increased demand by creating new drive-ins.
Ali Shafaee, director of Ottawa-based event production company DNA Live, launched the Drive-In Experience Ottawa at Wesley Clover Park in late June. The theatre’s programming includes live exercise classes, concerts, among other events in addition to regular movie screenings.
Shafaee said that despite being a newcomer to the industry, the Drive-In Experience has seen great success in the single month it’s been open.
“We’ve sold out every event that we’ve done. Every movie night, yoga night, kids programming—it’s all been sold out,” he added. “The reaction has been great.”
Even municipal governments are using drive-ins as a tool to boost arts industries and public morale. The City of Toronto announced earlier in July that film festivals such as TIFF, HotDocs, and Inside Out LGBTQ+ will be hosted in free drive-in venues across the city.
According to the city’s statement, the program—named DriveInTO—aims to socially “re-engage” Torontonians with their city during the pandemic.
The social distancing measures put in place on drive-ins still prevent them from operating at normal capacity. Cars must be parked at least two meters apart and attendees must remain in their vehicles at all times, save for bathroom breaks and ordering food.
Marshall said that Skylight had to place a moratorium on live concerts due to an audience that refused to abide by social distancing restrictions.
“We kept warning them and kept telling them and basically we were just ignored,” he said. “So because of that, we’ve cut off [programming] there’s no chance of live outdoor activities anymore because we don’t want to run the risk of something happening.”
Marshall added that most attendees at the Skylight have been respectful of the new rules. He said he was also able to hire more staff to assist with these new COVID-19 measures, including cleaning bathrooms and traffic marshalling, on account of the federal wage subsidy program.
“I can have three people now and it’s only costing me the equivalent of having one person,” he said.
Another challenge facing drive-ins this summer has been the simple question of what to show. Major Hollywood films slated to be released over the season such as Marvel’s Black Widow and the latest James Bond installment No Time to Die have had their release dates pushed back by months.
Shafaee said his team has worked hard to cater to audiences by showing classic movies that will keep audiences coming beyond the occasional blockbuster movie.
“Thursdays tend to be our comedy nights, Sundays we have a scary movie at night, Saturday we’ve done Harry Potter every week,” Shafaee said.
The answer to why audiences are flocking to drive-ins this summer is layered.
According to Carleton University film studies professor Gunnar Iversen, one of the reasons that drive-ins remain popular is because they radiate a sense of nostalgia.
“Drive-in theatres are living museums today,” he said. “Fun to visit once in a while, as a nostalgic trip down memory lane for grownups or fun community or family happenings for the young ones, but not something that you would go to all the time.”
Marshall said that he has many fond memories of drive-ins and that his positive experiences influenced him to operate one for new generations.
“I had a pick up truck and I would go with a group of friends,” he said. “It had a lot to do with my formative teen years, going to a drive-in with a group of friends in my own vehicle and then later on going to the Pembroke drive-in with friends, girlfriends, and finally my wife.”
Iverson added that another factor contributing to the drive-in boom includes the ability to physically distance while participating in society.
“What is more perfect than going to a drive-in theatre?” he added. “You sit in your own car, so you are not being coughed at by people you suspect could have COVID, but still you are part of a collective experience.”
Ottawa resident Lucas VanDenBroek said that the allure of a new experience in these times is what’s drawing him to Drive-In Experience Ottawa.
“I’m going with my girlfriend, it’s something new that we haven’t done before.” He added. “We’re going because they’re playing Up and that’s one of her favourites.”
Another theatre-goer, Stacey Moore, said that one of the best parts about her recent drive-in experience was that it brought a sense of “normal” back into her life.
Shafaee said that the main reasons for launching a drive-in now were to support struggling businesses with live shows and provide these experiences to people.
“We really wanted to do something that would not only allow people to go out and do something, but also work with community partners who were struggling because of COVID,” he said.
Iverson added that even beyond a pandemic, drive-ins can be fun experiences.
“Going to the movies is a fun and paradoxical activity,” he added. “You sit in the dark watching a movie, surrounded by lots of other people—strangers! It is a highly personal activity, but also very communal and social.”
