Summer
nights have long fostered memories of stargazing, harvest
moons, and for more and more Canadians, pilgrimages to their
local drive-in theatre.
These cinemas, lovingly called “ozoners” by enthusiasts,
are enjoying a resurgence not seen in decades. In fact the
last few years has witnessed, not only the expansion of existing
“ozoners”, but also the construction of new ones.
With such evidence of increasing popularity, it’s no
wonder that drive-ins are the ideal summer media buy. Why
be inside on a beautiful summer evening, when young families
can enjoy a great movie, at an affordable price, on a truly
BIG screen.
Having evolved from the “passion pit” of the 1950’s,
the drive-in has become a modern-day family entertainment
destination, fueled by reasonable admission prices (“kid’s
under 12 free”, etc.), on-site playgrounds and family-oriented
feature films.
It all adds up to a rare combination of “quality family
time” and a “night on the town”, without
the added burden of babysitting costs. More rare still, it
has become an opportunity to target the elusive young family
demographic.
As a stand-alone merchandising opportunity or complement to
any hardtop (indoor) cinema buy, the drive-in is more than
just a movie … it’s a larger-than life event.
One that demands to be BIG part of your summer media plan.
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