**Be aware**
There may be buzzing / biting insects in the area during the warmer months near this one!
The Michigan Cinema History (MCH) caches are dedicated to the local creation, viewing, or enjoyment of movie and cinema-related items in the local area. This series is a companion to the Detroit Cinema History (DCH) series.
This can include, and is not limited to, people, places, and things of Cinema or both past-and-present.
Most Drive-In Movie Theaters consist of a large outdoor screen (either a wall painted-white, or a complex steel-truss structure with a complex finish), a projection booth, a concession stand and a large parking area for automobiles. Within this enclosed area, customers can view movies from the privacy and comfort of their cars.
The original Patent Drawings.
The idea originated in the early 1930's in Camden, NJ. and was Patented by Richard M. Hollingshead. His idea began as an experiment in his driveway with a Kodak Projector, mounted on the hood of his car, aimed at a screen that was attached to some trees. He tried different techniques and finally worked-out the parking-arrangement and spacing to allow everyone that attended, an unobstructed view of the screen. Once he had this idea in-place, he was granted a Patent in 1933 and He opened his first Drive-In Theater soon thereafter. This facility only lasted a few years, but the idea caught-on elsewhere to become part of the American Pop-Culture and Landscape to-this-day.
Typical-style of Drive-In Theater Speakers with the Volume Knob.
Sound was originally produced from Speakers in the main screen tower, but the quality wasn't that good and many attempts were made to improve it. In 1941, the RCA corporation found a solution and along-came the in-car speakers with built-in volume controls that most drive-in patrons would come to know. These were better than the original Sound, but still had a very "tinny" sound to them. Later-on, as the technology improved, this system was replaced with Radio Broadcast equipment to allow the sound to be transmitted directly to the vehicles. This was an improved process for sound and also kept damage to the wired Speakers and/or patrons cars that would happen when folks would leave, after a good show of their favorite film, and some people would "forget to remove the speaker" and damage both the speaker and/or their cars in the process (i.e. Windows, or scratches/dents, etc.).
The popularity of the Drive-In's soared after World War II and peaked in the 1950's and 1960's. The theaters would provide cheap, family entertainment including many having a Playground (or other things) for their youngest patrons. For colder-weather, in-car heaters were also offered at many Theaters, much like the Speakers had been.
An "intermission cartoon" to entice patrons to the Concession Stand.
The Concession Stand (or Snack Bar) would have food that could be served very quickly. Hot Dogs, Pizza, Cheeseburgers, Popcorn, Soft Drinks, and a host of other "food" could be found there to enjoy along with the show. This is usually where the Theater makes most of it's profits and much of the promotions are geared towards that area. This was vital to the success of drive-ins, as food revenue increased steadily during the late 1940s and 50s. While some operators experimented with talk-back speakers to take orders and deliver food to the car, others had mobile carts patrolling the lots selling snacks. Over time, owners discovered that concessions could be sold at a high mark-up and that revenues did not have to be shared with film distributors. To this day, food revenue remains extremely important to exhibitors, especially with film rental rates going as high as 80% on opening weekends for some features. In order to promote the concessions, most locations used the now-famous drive-in intermission films, popularized by the Filmack Company, featuring dancing hot dogs and countdown clocks that were supposed to mesmerize the audience members, wet their pallets and open their wallets.
Another Intermission Ad
Many Theaters even had "car-hops" like their Drive-In Restaurant counterparts to make the experience even more appealing for their patrons.
A car-hop, taking an order (California)
The Drive-In owners would later allow other-uses for their large amounts of space which could only be used for the Theater after-sunset. This would usually generate more income for the theaters and some of these uses included Flea Markets, Swap Meets, and even Outdoor Church Services.
A typical Flea Market at the Mission Drive-In, San Antonio, Texas, 1984
Over time, with the advent of other sources of entertainment, as well as the rising cost of Real Estate and other economic factors, Cinematic Landmarks such as these have been slowly disappearing over the years, leaving less than 500 across the United States currently. Many of those which were closed were later demolished and the real-estate used for other things such as Office or Retail Space, with some being replaced on the exact same land with Mutli-Plex indoor Movie Theaters. Some properties have just been left vacant with nothing remaining there but an empty field. However, a very-select few that were closed have even re- opened to be given a new-life with new patrons looking for a very unique movie-going experience.
Many folks feel that these Gems of Americana are very much an endangered part of the landscape. Most, if not all of them, have very fond memories of their time spent there and would love to be able to revisit their favorite Drive-In Theater once again.
The Commerce Drive-In Theatre
Open: July 3, 1956 | Closed: Sep 5, 1990
Capacity: 1000-1065
June 1987, Screen & Marquee with Beverly Hills Cop 2
and Golden Child running at the theatre.
The Commerce Drive-In was located at the intersection of Union Lake and Richardson Roads in Commerce Township, Michigan and opened on Tuesday July 3rd, 1956. It boasted the "Latest and Newest features to make your visit more enjoyable."
The Opening-Night Newspaper Ad
The original color of the screen tower was a rusty orange and yellow checkerboard pattern before it was painted blue in the early 1970s.
The location of the Commerce Drive-In was somewhat out-of-the-way and made it difficult (at times) to access. Being at the south-end of Union Lake Road, near the North end of Haggerty Road, and both of those along with Richardson Road also being two-lane, made it strangely in the middle of what seemed-like nowhere, as far as any other retail or shopping centers were located. Richardson Road wasn't even paved when the Commerce opened-up, only being a dirt-topped roadway for many years.
The Commerce Snack Bar, 1957
Even today, the area is still somewhat congested during the day and improvements have been made for traffic-flow, however, things are still very challenging in that regard around here.
When the Commerce was built, it had been conceived as a top-notch modern theater of its day, but unforunately its location likely prevented it from ever being a major player. Its large screen and capacity was about double the size of a nearby Drive In theatre, the Walake Drive-In on West Maple Rd. But as they say, "Location, Location, Location" made it a challenge to get to for that evening show.
Projection Building
Some unusual features of the Commerce included a playground behind the refreshment stand, and lighted plastic or fiberglass speaker-pole heads, color coded for each row.
The Playground
After paying, you entered from the back, which was less common at most area drive-ins. Much like some of the other area Drive Ins, the very back rows did not actually have speakers on the poles, so the true capacity was likely less than the numbers listed. The famous marquee actually pointed AWAY from the theater up close, but when seen from southbound Union Lake Rd., it pointed correctly at the screen which you could only see when the leaves were off the trees.
Ticket lanes, 1957
In the 1970s, the Commerce added a limited number of in-car heaters, but was usually just open on weekends in the fall and spring off-season. In its final years, the large Commerce screen was also damaged in a wind storm, so the east-most 25% was missing.
Perhaps the repairs were held-off due to the owners knowing that the Commerce's days were numbered. The screen was never repaired...and eventually it was torn-down, leaving only the land that the drive-in resided upon.
The Sign, April 2012 (upper) and 1957 (lower)
All that remains today of the Commerce Drive-In Theatre is the Marquee Sign and the empty lot. Some folks have proposed that the sign itself could be repurposed and given a fresh coat of paint, new light bulbs, revised supports and some rewiring and then it would make a great community sign board or something. Many ideas like this unfortunately require a bit of money to be invested in something that is now 50+ years old and hasn't had much upkeep in at least the last 20 years, if any.
Back view of the sign, Dec 2003
The sign is a very well-honored and remembered landmark in the area by all those who pass by it, even if it's only once-in-awhile. Because of this, there have been several computer-generated images created of the sign.
Google Sketchup model of the Sign
The property itself, has remained mainly untouched and looks much like it did when the Theatre was open....except for the trees that now grow where the patrons used to park.
Aerial Photo 2008
Aerial Photo 1973
Many folks who remember the Commerce Drive-In, have good, fond memories of places like this. They also miss the enjoyment and fun times that the old Drive-Ins held for many of us. Many of the Drive In Theaters that are no longer around, were a wonderful piece of Endangered Americana that are missed by many who treasured the times that they had there.
If you have any stories or memories you'd like to share from the Commerce Drive-In, please feel free to share.
Please BE AWARE OF YOUR SURROUNDINGS at all times.
Enjoy the Hunt and be aware of your surroundings as always!