Drive-in movie theaters are becoming popular again as people crave out-of-home entertainment that adheres to social distancing protocols. CF Markville recently hosted CF Movie Nights for the members of its newsletter community, tenants, employees and Markham Stouffville Hospital frontline workers, who gathered under the stars to watch Smallfoot and The Goonies. Rather than gathering at a cinema within the shopping complex, people arrived in their cars and stayed there, as the entire event was set in on the site's parking lot. During each pop-up drive-in movie experience, about 60 vehicles were in attendance. To complete the movie-going experience, staff equipped with the necessary protective personal gear also handed out popcorn supplied by Kernels.
Other Canadian shopping centers with the capacity to do so are hosting similar events focused on safe entertainment.
Parking Lot Cinemas
CF Markville is Converting Its Parking Lot into a Drive-In Movie Theater
Trend Themes
1. Drive-in Movie Theaters - The resurgence of drive-in movie theaters is a disruptive innovation opportunity for the entertainment industry to continue providing out-of-home experiences while adhering to social distancing protocols.
2. Pop-up Drive-in Movie Events - The rise of pop-up drive-in movie events provides a disruptive innovation opportunity for businesses to safely bring people together for entertainment and other social activities.
3. Parking Lot Conversion - The trend of converting parking lots into drive-in movie theaters presents a disruptive innovation opportunity for businesses to repurpose underutilized spaces for alternative uses.
Industry Implications
1. Entertainment - The entertainment industry can capitalize on the drive-in movie theater trend by offering unique experiences that cater to social distancing measures.
2. Retail - The retail industry can transform underutilized parking lots into temporary spaces for pop-up drive-in movie events to drive foot traffic and engagement with their brands.
3. Hospitality - The hospitality industry can leverage pop-up drive-in movie events as a way to attract guests and provide safe and unique forms of entertainment during their stay.