British Kinematography (1953)

66 Vol. 23, No. 3 DRIVE-IN THEATRES W. Flaherty Read to a meeting of the Leeds Section on December 9, 1952, by A. Buckley {Member) THE Drive-In Theatre provides sound motion pictures projected in the open, and the combination of this form of entertainment with facilities of every kind, including food, non-alcoholic drinks, recreation and amusement for children, provides unusually attractive entertainment for the patron and profitable business for the exhibitor. The Location of the Site Most favoured sites for drive-in theatres are those on the outskirts of a town, since accessibility for patrons from both the city and rural areas is important. The location should be near to but not on a main road, in order to prevent traffic congestion while filling and emptying the theatre. The cost of grading the ground, preparing ramps and providing drainage of run-off water are serious items to the prospective builder. The ramp is a specially shaped and prepared area where the car is parked whilst its occupants watch the show. The ramps are arcs of concentric circles with the centre at the screen or screen tower, Fig. 1. The service loop allows space for cars waiting for vacant ramp space, similar to standing room in a conventional theatre. Since considerable grading is necessary, and the cost of earth moving is high, the builder must find a site which will require little expenditure and still be in an area which will attract the public. Types of Theatres The size, or car-holding capacity of a drivein, will depend upon the estimated revenue. Under this heading can be included the population of the adjacent city, the expected rural patronage, location, the type of patron ex•d, and competition from other drive-ins, either actual or proposed. A home-made drive-in, ei\ing the bare essentials of operation where the owner does much of the construction work, may be built for about $20,000 (£7,140). It might be said to consist of a cash register, a screen and projector, and a gently rolling hillside. Strangely enough many of these low cost theatres have proved very profitable. On the other hand, there are the luxurious theatres, which provide baby sitters and a playground for children in the space just in front of the screen. One theatre in Florida is reputed to have a choice of either warm or refrigerated air available to be blown into each car. Of course, the admission prices will vary according to the luxury provided. A typical small drive-in with a 300 to 400-car capacity will either charge about 50 c. (3s. 7d.) for each adult in the car, children being admitted free, or will make a flat rate for each car regardless of occupants. A large proportion of the income is derived from the sale of food, drink, etc. The type of patron expected decides the money expended and the admission price. If the location is near a district of predominantly lower income groups, refinements in the theatre are few and the price of admission low. If located in the summer resort area where the patrons are holiday makers, the trimmings are more elaborate and the prices higher. In southern U.S.A. the operating season may be as long as nine or ten months of the year. In the north the theatres are open from May to November or until snowfall ends the season. Concessions Usually the building which houses the projection facilities also contains the concessions, that is, the food sales organisation. With taxes and ever-increasing overheads, the American exhibitor needs a supplementary source of income, and this accounts for the prominent position in the design of these theatres given to the concession stand. When it is realised that from 30 per cent to 50 per