The car company has started a fund to preserve an iconic part of American car culture that is under threat by Hollywood’s move to digital projection.
There are 368 drive-ins left in America, but many may be forced to shut their gates because of the switch from analog film reels to digital projection. Honda has begun a social media and fundraising campaign to save drive-ins, a nostalgic reminder of a by-gone era.
By the end of the year, Hollywood will stop shipping out old-school film reels so to stay in business, drive-ins will have to digitalize. The problem is the cost of a digital projection system for screens of that size can be upwards of $75,000. Honda is donating five projectors to drive-ins that the public vote for, but it is also promoting a crowdfunding campaign with a dedicated website, giving film enthusiasts everywhere the ability to donate to save the drive-in.
Alicia Jones, manager of Honda & Acura social marketing at American Honda Motor Co. said in a statement:
Cars and drive-in theaters go hand-in-hand, and it’s our mission to save this decades-old slice of Americana that holds such nostalgia for so many of us. We’re committed to helping the remaining drive-in theaters flourish with the move to digital projection.