Honda’s Project Digital Cinema Drive-In Effort Adds Four Theatres

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Tue, 09/17/2013 - 14:45 -- Nick Dager

Honda's Project Drive-In digital cinema effort adds four theatres.Based on the overwhelming response from fans and communities across the country for Project Drive-In, Honda is adding four more digital cinema projectors to its national effort to save drive-ins facing closure due to the end of 35mm film distribution.  This brings to nine the total number of drive-in theaters aided by the program. Voters can continue to visit to help determine which of the remaining 116 participating drive-ins, will be awarded one of the four additional digital cinema projectors.

The four additional winning theaters will be announced on September 23. Christie Digital Systems USA, the largest manufacturer of DLP Cinema projectors, supplied of the all projectors for Project Drive-In and contributed two of the four additional projectors for this renewed effort at no added cost to Honda's program.

Thanks to the more than two million votes already received at five drive-in theaters (in alphabetical order)—99W Drive-In (Newberg, Oregon), Cherry Bowl Drive-In (Honor, Michigan), Graham Drive-In (Graham, Texas), McHenry Outdoor Theater (McHenry, Illinois) and Saco Drive-In (Saco, Maine)—will receive a digital projector donated by the automaker.

Fans of the 99W in Newberg, Oregon celebrate their win in Honda's Project Drive-In effort.As 35mm film distribution comes to a close at the end of this year, hundreds of additional drive-in theaters risk potential closure because of the costly switch to digital projection, estimated at $75,000-plus per screen. Project Drive-In launched on August 9 by Honda to raise community awareness of the plight of drive-ins, awards digital projectors to drive-ins and to provide simple ways for people to get involved in an effort to ensure that this historic part of American cinema and car culture continues to lives on.

Visitors to the Project Drive-In website are encouraged to share information about the program with family and friends via social media, email or texts, pledge to see one movie at their local drive-in. Those who strive to show their support can visit to contribute to the national save-the-drive-in fund to help keep more drive-ins in business.

All winning theaters will host a celebration that includes a special screening of Sony Pictures Animation's Cloudy with a Chance of Meatballs 2, in theaters everywhere on September 27.

"The emotional reactions we received from the first five winning drive-ins helped us realize the real world impact Project Drive-In is having on these small businesses and their surrounding communities," said Alicia Jones, manager of Honda & Acura social marketing at American Honda Motor Co. "With such widespread participation by communities across the nation, we are honored to increase our support of even more drive-in theaters and continue to rally the public to help keep the spirit and experience of drive-ins alive and well for years to come."

Christie Digital Systems