The Return of Drive-In Theatres

Social life amid the Covid-19 pandemic has been subjected to drastic changes. With the imposed lockdown, many public places like cinemas, venues and shopping centres have closed their doors, leaving people desperate for some quality time. After the postponement of plenty public events - such as music/movie awards, fashion catwalks and conferences - streaming services and online alternatives may provide virtual access to them, but would feel most definitely less enjoyable. Yet, there seems to be one simple solution: drive-in screenings.

Since the past few months, countries all over the world have relied on technology to overcome the impact of the pandemic. The film industry, in particular, has adapted to the new landscape of social-distancing, releasing its new productions on either online streaming services or through the old and nostalgic setting of drive-ins. With cinemas and theatres closed, the option of watching a movie in the comfort of your car doesn’t sound so bad.

Drive-Ins possess that typical atmosphere of the 50s outdoor cinemas, with a parking lot full of cars and a big screen underneath a starred sky. Films like Grease, The Texas Chain Saw Massacre and Night of the Living Dead will be returning to the big screen after almost fifty years, along with new Hollywood releases. The technological improvements will lead to a better experience: as revealed by the Evening Standard, the sound will be broadcasted directly to the car’s radio and snacks and drinks will be available through an online mobile app. Not only this is the perfect initiative to spend some time outside, but it also allows more people to stay together.

The idea is to let people have a safe environment where to enjoy movies and be entertained without worrying about social-distancing restrictions. In the UK, drive-in cinemas will be given a go from June 15 with events organised by different hosts, such as the Luna Cinema (July 4-19), At the Drive-In (July 2-5) and Pub In the Park (July 28-August 2).

Still, as well as providing quality entertainment, the screenings will also serve other industries to innovate their ways to connect with the public. In fashion, designers have combined video, artificial intelligence and virtual reality with real models and locations in order to safely display their collections to audiences watching online.

Given social-distancing restrictions, catwalks and live events had to be live-streamed or put together in a video depriving them of the feeling of a local event and the physical presence of an audience.

However, many designers have opted to present their collections on the screens of American drive-ins. Pyer Moss, designer and founder of Kerby Jean-Raymond, revealed on social media that he’s planning a drive-in fashion event to take place during New York Fashion Week this September. Along with this project, Moss has shared a teaser from American, Also, a documentary that describes the two years creative process which culminated in Moss’s fashion show at King’s Theatre last September.

Other luxury brands such as Armani are considering the possibility to display their collections on the big screen, after the issues at the last Milan Fashion Week where the designer streamed the event from inside the empty showroom. With the risk of its cancellation, this year Fashion Week may be completely virtual and even be shown from drive-in screens.

The return of drive-ins will possibly fill the cultural void which the UK is suffering right now, setting a new standard for social activities. If drive-ins have always impressed you, then this summer will be the perfect opportunity to experience them in first person.