Honda Launches Campaign to Save Drive-In Theaters

Agency RPA Debuts a Month-Lon Social and Digital Push

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Honda is out to save a nearly extinct American pastime: the drive-in movie theater. Via agency RPA, the project hopes to save as many of the hundreds of drive-ins that are scheduled to close by the end of the year as possible. The problem is the end of 35-millimeter film distribution, so the project is supplying digital projectors to at least five drive ins -- decided on by a public vote. The winning theaters will host a party that includes a screening of "Cloud With a Chance of Meatballs 2."

Read more about the project in behind the work.

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Aug 09, 2013
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