Drive-Ins Flourish

The first drive-in movie theater in America was patented in 1933, the brainchild of New Jersey autoparts salesman Richard Hollingshead. A movie buff, this dutiful son was trying to find a solution for the discomfort his mother felt when sitting in the small movie theater seats. He soon realized the benefit for families: the business’ first marketing tagline was: “The whole family is welcome, regardless of how noisy the children are.” Today, there’s an estimated 300 drive-in theaters still open across the country — a steep decline from the 4,000 in operation in the drive-in theater heyday. In the post-covid-19 world, though, they’ve seen a resurgence, offering the option to watch a movie outside the house with only those in your quarantine bubble, socially distanced from others. Northwest Arkansas’ only permanent drive-in theater, the 112 Drive In, has seen robust crowds as a result, often selling out. Starting today, there will be another option in Northwest Arkansas, as well as in 160 other communities across America: Walmart has announced the creation of temporary drive-in theaters in the parking lots of its retail stores. “We recognize the challenges our customers and their families have faced over the last few months, and we wanted to create an experience where they could come together safely to create new memories,” says Janey Whiteside, Walmart’s chief customer officer, of the free event. “The Walmart Drive-in is one small way we’re supporting the communities we serve.” The project is in collaboration with the Tribeca Film Festival and will be virtually hosted by actor Drew Barrymore, who will introduce each of the 320 screenings. The movie selection is family friendly and includes classics like 1939’s “The Wizard of Oz” and 1982’s “E.T. the Extra-Terrestrial” as well as newer releases like 2018’s “Black Panther” and “Spider-Man: Into the Spider-Verse.” The movies are being offered free to the public through Oct. 21, but moviegoers must register online to reserve tickets.