Medford mail tribune., May 12, 1957, Image 40

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Newest drive-in theater model (above) utilizes four
screens, center projection booth, refreshment stand.
Familiar twilight scene is crowded drive-in (below).
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Because it offers many conveniences for the family,
the drive-in theater has won millions of fans.
T
I hirty years ago, a prominent clergyman
complained that movies were helping to tear families
apart Today, at least one sort of movie-going can
take credit for exactly the opposite effect
In recent years, the drive-in theater has become
a solid family institution, and for several good rea
sons: for family groups, admissions usually are less
than in conventional theaters; the extra nuisance
and expense of finding parking space has been
eliminated; baby sitters have become unnecessary
since even the tiniest tot can be put to sleep in the
back seat, and mother doesn't have to spend a lot
of time getting dressed no stranger will notice if
she watches the show in loafers.
Besides, most drive-ins offer refreshments that
make the standard popcorn-candy-soda pop diets of
conventional theaters as obsolete as silent movies.
And one of the biggest attractions for the younger
set the kiddie playground, has become standard
equipment in nearly 70 percent of all outdoor the
aters in the country.
Since the first drive-in opened at Culver City,
Calif., in 1932, their number has grown to 4,400 of
a total of 18,200 theaters almost 25 percent
This figure tells only part of the story, however.
The capacity of the average drive-in far outnumbers
that of the average four-wall theater. New York's
Radio City Music Hall, the biggest hard-top theater
in the world, accommodates 6,900. The Los Altos
Drive-in Theater in Long Beach, Calif., holds 3,000
cars, with an average of three viewers per car total
audience, 9,000.
The success of drive-ins is just as apparent in the
new format of their shows, primarily first-run films
now because they are able to compete with and
sometimes even outbid the old-fashioned theaters
for newer films. It can also be found in Hollywood's
increased emphasis on wholesome films which please
all members of the family.
When the first drive-in opened, one huge loud
speaker was used to service all cars. Although the
one lonely farmer who lived in the vicinity didn't
complain, it soon became evident that this would
never do. Within two years, the individual speaker
became standard equipment.
Another problem was the long daylight hours,
which cut down the number of performances during
the most profitable Summer months. This situation
was eased by the use of color films, which can be
shown earlier in the evening than black-and-white
pictures and still be seen clearly.
To maintain business despite bad weather proved
more difficult. Experiments to overcome this handi
cap started in the late 1930s when a drive -in in the
State of Washington reimbursed customers for the
gasoline used to keep car heaters running. When the
first plug-in heaters were tried out in Minnesota, a
great percentage were never returned to the theater.
More foolproof systems are being initiated, and a few
theaters in the Midwest now are open year-round.
There also are plans to install inexpensive light
weight aluminum covers over the whole parking
area so shows can start earlier and the nuisance of
keeping windshield wipers operating when it rains
can be eliminated.
As solutions to the various problems are worked
out, drive-ins are sure to play a more important part
in the movie-going habits of the American people.
PutnUt WKt. 12. 17