Drive-ins Make a Comeback

The tradition of watching movies from a car saw a revival over the past year—and this time it’s got some new features.

New York City–based Rooftop Films has special

ized in outdoor pop-up screenings of independent and foreign movies since 1996, but as the pandemic began, Rooftop president Dan Nuxoll realized drive-ins might be the only safe way to show films. He teamed with the Museum of the Moving Image and the New York Hall of Science to open the first two permanent drive-ins (in Brooklyn and Queens) to operate in the city since the early 1980s. The company now gets calls from mainstream studios to screen new releases. More than 60 years after the drive-in industry peaked (with 4,053 facilities in 1958; down to about 300 by 2018), new drive-ins are cropping up across America. Some, such as Parking Lot Theaters, in Philadelphia, or the Monroe Street Drive-in, in Detroit, are popups; others, such as downtown Miami’s Nite Owl, are permanent. Austin-based Ultimate Outdoor Entertainment (UOE) is transforming its pop-up in East Austin to a permanent drive-in and eyeing prospective sites throughout Texas. Founder Darrell Landers says developers are “knocking down his door” to propose new locations. Here are some of the elements of the new drive-in experience.

1. TICKETING

Watching movies in your car may feel wonderfully retro, but there’s nothing old-fashioned about the ticketing process. New and thriving drive-ins have an effective social media strategy and a web presence that facilitates cashless, advance ticket sales. For its New York drive-ins, Rooftop uses Eventbrite and a scanning system that can read digital tickets through car-window glass.

2. AUDIO

Raise your hand if you’re old enough to remember the clunky drivein speakers that attached to halfrolled car windows.

Today’s drive-in audio is delivered via FM, with the channel listed on the big screen. Austin’s UOE theater offers a mobile audio app that’s Bluetooth compatible and an isolated Wi-fi network.

3. PROJECTOR

Both Rooftop and UOE use state-ofthe-art 4K resolution, 30,000 lumens laser projectors. Nite Owl also employs a classic 35mm projector from within an aluminum Airstream trailer that’s been transformed into a projection booth.

4. SCREEN

Today’s typical popup outdoor movie event features a modular LED screen that’s easily visible during sunny matinees. Also popular: inflatable screens made of weatherproof plastic. A standard screen size for pop-ups is 15' x 8', but the permanent screen at the Nite Owl is a whopping 53' x 30'.

5. CONCESSIONS

Rooftop customers use Seamless or Grubhub to order food from local vendors; UOE affixes QR codes to parking-space markers, allowing patrons to have food sold on premises delivered by a carhop. If that isn’t enough to inspire nostalgia, a box of their popcorn is only two bucks.

When it comes to healthcare, access and delivery are often divided along racial, ethnic, and socioeconomic lines. Consider that members of Hispanic and Black communities were hospitalized for COVID-19 at a rate nearly three times higher than those in white communities. These areas often face broad systemic issues that adversely impact health, including a lack of healthcare access found in wealthier, whiter areas. “Now more than ever, it’s time for healthcare leaders to make equity a strong part of their strategic plans,” says Dr. Anjali Bhagra, medical director of Mayo Clinic’s Office of Equity, Inclusion, and Diversity.

Recently, Optum and Fast Company hosted “Health Equity 2021,” bringing together a panel of leaders from healthcare, government, and civil rights and urban advocacy to discuss health equity and the steps organizations can take to build a more inclusive healthcare system. Here are key takeaways from their discussion.

FOCUS ON DIVERSE PERSPECTIVES

Developing a more equitable healthcare system begins by including people who have direct experience in affected communities. “In order for us to make real change, we need to change who’s helping us address the problem,” says Karoom Brown, global chief growth and strategy officer at Optumserve. “It’s hard to address health equity in a community that you’ve never been a part of.”

Building a diverse team can give organizations a deeper understanding of the issues they’re trying to address, and help them better leverage tools such as data analytics. Brown suggests that organizations hire staff with direct expertise in the issues they want to address. For example, someone who grew up in a low-income area may have a better perspective on the limited healthcare resources available in such areas compared with those of wealthier communities.

SHARING THE RIGHT DATA

When it comes to health equity, the right data can make all the difference. “To me, data is destiny,” Bhagra says. “There’s no doubt that for us to make change at the level we wish, we’ve got to rely on big data.”

The quality of data also matters. To drive better care and treatment, organizations must examine the source of their data closely. They should ensure it comes from the communities and patients they wish to serve. In particular it is important to gather information from the healthcare providers who have been serving those communities for decades.

BUILD POWERFUL PARTNERSHIPS

Partnerships are critical to successfully serving a community, says Seanelle Hawkins, president and CEO of the Urban League of Rochester. “When you collectively pool your resources, you can attack problems head on.”

For example, the Urban League of Rochester wanted to help community members without internet access sign up for COVID-19 vaccines. It teamed up with Trillium Health and a local radio station to provide on-air announcements about the vaccine that included a telephone number individuals could call to make a vaccine appointment.

Partnering with local churches and community groups can also help organizations understand community healthcare systems and what community members are experiencing. “This is the work we need to do with the people, not for the people,” Bhagra says. “And that really cannot be done without partnership.”

Ultimately, there’s no one single strategy that will solve the problem of health equity. But Brown says he is heartened that organizations are working together and advancing multiple solutions to address the issue: “I’ve been excited to see that leaders are jumping forward in this space and trying to effect real change.”