Surviving Pandemic and Persisting Trend: How Drive-In Theaters Boosted the Movie Industry Post-COVID

Drive-in cinemas proved instrumental in maintaining the financial stability of movie theaters during the pandemic, as their future hung precariously in the balance. Now, several years later, these outdoor theaters continue to offer a modest but valuable contribution to the industry.

In 2020, drive-ins accounted for a substantial share of box office revenue, primarily due to social distancing measures that limited entertainment options. From late March to mid-August of that year, they generated 85% of U.S. box office earnings, compared to just 2.9% during the same period in 2019, according to Comscore data.

With the easing of pandemic restrictions, moviegoers gradually returned to traditional cinemas, resulting in some drive-in locations closing permanently. As of 2024, approximately 283 drive-ins remained operational nationwide, a decrease from around 305 in 2019 and 318 in 2021, according to the United Drive-In Theatre Owners Association (UDITOA). No figures were available for 2020.

At their peak in 1958, there were an estimated 4,063 drive-ins operating in the U.S., as per data from the association, sourced from industry resources.

“It’s a labor of love,” commented John Vincent, president of UDITOA. “For the most part, we’re independently owned. For many, it’s a second job.”

Drive-ins generally offer more affordable ticket prices and concessions compared to leading theater chains. For instance, an IMAX ticket at AMC might cost around $26 outside Baltimore, Maryland, while a double screening at the local Bengies Drive-In would typically set you back roughly $12.50 per person.

Much like their indoor counterparts, concessions are the primary source of income for drive-ins.

Donna Saunders, co-owner of Ohio’s Field of Dreams and Van-Del Drive-in theaters, asserted that these venues would struggle to stay afloat if customers didn’t purchase concessions. She described them as one of the earliest examples of “dinner and a movie,” often featuring more extensive food options than traditional cinemas.

Despite a decline in demand since the pandemic, some drive-ins that closed temporarily are being reopened by new owners.

“We have younger couples purchasing drive-in theaters or reopening them to preserve their legacy,” said Mike Kerz, co-owner of the Midway Drive-in Theater in Illinois and a UDITOA board member.

Last year, Paul Cole revived the Rose City Drive-In, a theater in Newark, New York, which opened in 1956 and closed nearly three decades later. Attendance has been “acceptable,” Cole reported: Around 25 cars came each night last Friday through Sunday for screenings of Disney’s “Fantastic Four” and “Freakier Friday,” but he hopes to attract as many as 70 cars on a weekend night.

“We seized the opportunity to reopen this and provide recreational outlets for our region,” Cole said.

Donna Saunders and her husband, Rod, attribute part of the recent decline in drive-in attendance to younger moviegoers leaving these venues as the 2020 experience fades for many. Some people bring their grandchildren to drive-ins as part of an ongoing effort to encourage younger generations to attend these cinemas, Saunders explained.

Drive-ins tend to excel with nostalgic and retro content. For example, Universal Pictures’ “Jaws” will be re-released for its 50th anniversary on Labor Day weekend.

Victor Bonacore, manager of Ohio’s Dixie Twin Drive-in, reported an average attendance of about 150 cars on a typical Friday night. With no major releases expected for the remainder of August, he plans to host an ’80s weekend, featuring the 1985 release of “The Goonies” and Zach Cregger’s recent hit, “Weapons,” on one screen, while “E.T.” will be shown on the second screen. (“Weapons” was distributed by Warner Bros. Pictures, which shares a parent company with this publication.)

“Nostalgia plays a significant role in our society, and I believe people will still come out for it,” said Bonacore.