Drive-Ins Win! Honda and its Fans Save Nine Outdoor Movie Theaters

RPA's Feelgood Idea Helps Sustain an American Pastime

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Earlier this summer, Honda embarked on a mission to save what was destined to become an extinct American pasttime-drive-in movies. Thanks to the digital revolution, which has pretty much put to rest 35mm film distribution, drive-in theaters in the U.S. have been going the way of record and book stores. So the automaker teamed with RPA on Project Drive-In, which would provide digital projectors to five lucky outdoor theaters, decided on by the public. It also sought to sustain the idea by asking the public to donate to the project and help save more drive-ins via Indiegogo.

Well, the votes and support has come in. 2.6 million votes determined five winners plus additional funding through Indiegogo has provided projectors for four more. A total of nine theaters in states including Florida, Tennessee, Maine, Illinois, Michigan and Texas will now remain in operation.

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Date
Sep 24, 2013
Agency:
RPA
Client:
Honda
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