Honda USA has launched “Project Drive In”, a campaign to save the drive in theaters of the United States as 35 mm films are phased out across the country this year. Upgrading to digital projectors costs roughly $80,000, a tall order for theaters with a turnover already threatened by the tendency of many families to stay at home. Honda believes that the drive-in theater is an iconic part of American car culture, and an affordable means of entertainment for families. Honda is taking the first step of starting a drive-in fund and donating five projectors. The public are invited to visit www.projectdrivein.com to determine which five drive-in theaters will win their free project. The winning theaters, revealed in September, will host a movie celebration that includes a screening of “Cloudy with a Chance of Meatballs 2″.
Honda’s website, which went live on the August 8th, encourages people to share Project Drive-In with family and friends via social media using a hashtag, then make a pledge to see one movie at their local drive-in theater. The carmaker is also encouraging donations to the Honda Project Drive-In Fund to help give out more projectors. Additionally, Honda is creating pop-up efforts at several of its 1,000 dealerships across the country to help raise awareness.
“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,” said Alicia Jones, manager of Honda & Acura social marketing at American Honda Motor Co. “We’re committed to helping the remaining drive-in theaters flourish with the move to digital projection.”
The Project Drive In campaign was developed at RPA, Los Angeles, by chief creative officer Joe Baratelli, group creative director Jason Sperling, art directors Brian Farkas, Bryan Evans, copywriters Tylynne McCauley, Brenna Humphreys, executive producer Gary Paticoff and senior producer Mark Tripp.
Agency Senior Producer: Mark Tripp
Filming was shot by director Mark Tripp, directors of photography Stephen Carmona, Joel Peissig, producer Tracy Chaplin and production supervisor Andrew Scrivner.
Editor was Teddy Gersten at Butcher Edit with assistant editor Kelly Henson, executive producer Rob Van, producer Justine Smollan, and lead Flame artist Zac Dych.
Colorist was Mark Gethin at Moving Picture Company.
Audio post production was done at Margarita Mix by mixer Paul Hurtubise. Music was produced at Music Beyond.
The online campaign was developed at RPA by program director Dave Brezinski, program manager Elizabeth Goldstein, lead technical consultant Rick Campbell, user experience consultant Linda Saita and intern Conner Gomez.
Digital production was done at STOPP/LA by creative director Zachary Richter, art director Abraham Cortes, creative assistant Teah Strandjord, technical director Ola Björling, front-end developer Franz Dumfart, executive producer Fredrik Montan Frizell, senior interactive producer Sasha Koehn and interactive producer Kristen Koeller.