The idea originated in the early 1930's in Camden, NJ. by a man named Richard M. Hollingshead. He was an innovative person and always had grand ideas while he was working as a sales manager in his father's auto parts company. According to one story, his mother was a large woman who was uncomfortable sitting in a regular movie theater and Richard gave the idea a great deal of thought on how to help her enjoy a show and improve her quality of life.
He had a few ideas but one very simple one turned into 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 and finally worked-out some of the details after trying a few things that didn't work.
Richard M. Hollingshead
He tried different techniques for how it woulld all be configured, then 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 applied for, then was granted a Patent in 1933 and He opened his first Drive-In Theater soon thereafter.
With three investors, his cousin John Smith, Edward Ellies, and Oliver Willets, he formed a small company which then owned a 400-acre (1.6 km2) "Automobile Movie Theatre". This facility opened in Camden on June 6, 1933 to amazement and wonder by the general public as they'd never seen one of these places before.
RCA Victor provided three six foot (1.8 m) by six foot speakers to go with the 40 foot (12 m) by 50 foot (15 m) screen and the very first film shown was "Wives Beware", starring Adolphe Menjou.
The charge was $0.25 per person and $0.25 per automobile, with a maximum cost of $1. Hollingshead would go on to sell the original theatre in 1935 and opened another one.
The theatre company licensed the concept to another theatre chain, but had trouble collecting royalties for the idea. Eventually, after the chain was taken to court, Hollingshead's patent was later ruled invalid in 1950, however the idea continued on.
The idea was a good one, and since there was then no patent to infringe-upon, the concept and idea caught-on elsewhere across the continent. Drive-In Theatres would go on to become part of the American Pop-Culture and Landscape across the country and the world.
Some of the first RCA-produced Drive-In Theater Speakers
In some of the early Theatres, sound was produced from Speakers in the main screen tower, but the quality was not that good becaue of the distance that the sound had to travel (unlike a traditional theatre where the sound was all contained and "reflected" off the walls of the building. There were many many, many attempts made to improve it.
In 1941, the RCA corporation found a solution and produced the first in-car speakers that even featured built-in volume controls so the patrons could adjust the volume in their vehicles. These were better than the original sound that was produced, but some of them didn't sound very good, especially after some time with these devices being left in the weather all the time along with other factors.
Another one of the hazards to in-car speakers is that the "stands" that were not very visible, would be subject to damage (as well as the vehicles) when folks were entering or leaving the parking spaces. Many times, folks would "forget" to remove the speaker from their vehicle, which also led to damage of the individual speakers, stand-mounts, as well as the wiring involved in it all. Damage ranged from something minor to speakers "catching" the window glass and breaking it, to other scratches and dents.
The sound quality of the in-car speakers was almost "tinny", but other technologies would come along later to improve the patron experience on many levels including to reduce the damage caused.
Single RCA Speaker with either a Red, White, or Blue knob on it.
It was a few years, but some of the Drive-Ins began to remove the in-car speakers in favor of the newer "broadcasting type" audio for the shows. This gave the customers a better experience as the sound was being produced from their in-vehicle radio/stereos, or even portable radios as the sound was transmitted on a short-range AM or FM transmission. This was a vastly improved quality for the sound as well as removing one of the largest causes of damage to customer vehicles and theatre equipment.
An animation that would be shown on the screen informing the patrons that it was time to start the movie
The popularity of the Drive-In's soared after World War II and would peak 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, to keep guests comfortable and returning to the venues.
This type of heater plugged in to 120vAC (not 12V car power)
to warm your car during cold nights at the drive in movie.
In addition to the comfort of the guests and patrons to view and hear their favorite films, the Concession Stand (or Snack Bar) would fill the needs of those who were hungry or thirsty during the show.
An Intermission Ad
These snacks and refreshments that in most cases, needed to be served very quickly for patrons to return to their show. It was quickly found that this part of the theatre was vital to its success of drive-ins in general. As the aspects of society gaining mobility with their own vehicles versus mass-transit during the late 1940's and 1950's, drive-in restaurants were also gaining in popularity as well.
The Drive-In was no exception to this and food revenue also increased during this time. Management found new and creative ways to push the idea that during your visit you needed something to quench that thirst, or feed that hunger, all while watching the latest film in the comfort of your very own vehicle.
Hot Dogs, Pizza, Cheeseburgers, Popcorn, Soft Drinks, and a host of other "food" could be found there to enjoy along with the show. There was reminders before the show, as well as even short intermission breaks during longer films to promote this to allow patrons to go without missing any of the story. These promotions were geared towards the concessions because of how important it was to the facility management.
An "intermission cartoon" to entice patrons to the Concession Stand.
Most locations used the now-famous drive-in intermission films, popularized by the Filmack Company. These short-films would feature dancing hot-dogs, pizza, and soft-drinks and in some cases had countdown clocks to let you know how much time you had before the show would continue. These were all designed to mesmerize the audience members, wet their taste pallets and open their wallets.
While some operators experimented with two-way speakers to take orders, and have someone come out and deliver food to the car, others had mobile carts patrolling the lots selling many of the items from the snack-bar and concession stands.
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, delivering an order
The focus on the Concessions then for any theatres, or venues, whether they be "building-based", or a Drive-In, is that the revenues from this part of the operation usually stay within the facility itself and go back into the operations which is good from a business-standpoint. This is mainly because the concessions is the responsibility of the facility, and not the distribution groups that supply the films and film content. Some film rental rates are extremely high, and most facilities "rent" or "lease" the content from the companies that produce it.
Since the Drive-Ins were a mainly after-dark-use facility, some owners would later allow other uses for their large amounts of parking and potential storage space. During the days, or off-seasons, this use would generate some more income for the theaters, which was good for the owners and the business. Some of these uses included temporary 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.
Drive-in Theatres have been mixed into our culture and landscape to the point that even they have appeared in other TV shows and films.
Whether it was "adult animation" such as "the Flintstones" or :The Simpsons" TV shows, to movies such as the "Cars" series of films or "Twister" (1996).
Drive-in featured in the Flintstones (TV-1960's)
Drive-in featured in the Simpsons (TV-1990's)
Drive-in featured in Cars 1 & 2 post-credits (Film-2000's)
The drive-in scene in "Twister" (1996) was filmed at a real
drive-in theater (The Beacon Drive-In) in Guthrie, Oklahoma
Groundspeak Waymarking reference for the Beacon:
https://www.waymarking.com/waymarks/wmA9ET_Beacon_Drive_In_from_the_movie_Twister_Guthrie_OK
In the film it was called the "Galaxy" and was destroyed by the tornado.
It's amazing just how much Drive-Ins have become a part of our Popular Culture
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.
**2020/2021 RECENT NEWS**
It is interesting to note, because of the health concerns of being around other folks during the time of the CoronaVirus Pandemic, Drive-ins seem to be making a come-back due to the secluded-nature of how guests can safely visit and enjoy the entertainment at the venues.
The Tiffin Drive-In Theatre (Tiffin, OH) has this information on their Social Media page:
Our ability to entertain you depends on ALL our customers working with ALL our staff to keep each other as safe as possible in the face of Coronavirus. Let's be KIND to each other during this difficult time and embrace the changes in the name of safety.
It's unlikely that many of the "classic" locations that once were Drive-In theatres
will return where they once were, but one never knows.
There has been discussion and news lately that its possible to have Drive-in Movie Theatres operate during DAYLIGHT hours with the advancement of very large LED displays that can be seen in the daytime, such as the ones that are used on Billboards and other daylight-viewed items. It's unclear at this time if any currently operating locations will have this technology, but its nice to think that they can and could use it.
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Michigan Cinema History:
The Cherry Bowl Drive-In Theatre
9812 US-31 Hwy., Honor, MI 49640
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OPENED : July 1, 1953
CLOSED : *Seasonal*
Capacity : 240 (approx.)
The Cherry Bowl Drive-In, so named for its location in Michigan’s northwestern cherry growing region, opened on July 4, 1953 with James Stewart in “The Greatest Show on Earth” & Barbara Payton in “Bride of the Gorilla”.
The original accommodations for 240 vehicles has not changed since it opened in the early 1950's. The screen tower is emblazoned with the drive-in’s name, and three bright red cherries on a blue background. The screen is said to that it was the largest in the northern part of the state, when there were other Drive-Ins in the area.
7-2-53 opening ad
The normal Drive-in provisions of children's play areas, putt-putt golf, and other items were built and have survived over the decades that the Cherry Bowl has been in operation.
Later, beach volleyball and a rest area for pets were added.
Longtime owner Jean Griffin ran the business after her husband's death in 1959, and was known for working in high heels. Laura and Harry Clark would purchase the property from Jean in 1996. Harry Clark died in 2012, and Laura continues to operate the theatre and diner.
Harry Clark installed sculptures next to the theater's vintage speakers including one 14-foot neon hot dog. One sculpture is a pink and blue Volkswagen with a clown head on it, another is a pink cow with cherries for spots (shown outside the fence by the road), and there is classic Chevy positioned to look like it is coming through a fence.
2021 view: "back half chevy" decoration at the Cherry Bowl
In the late-1950’s, its single screen was enlarged to accomodate CinemaScope features when that technology (early wide-screen) became available.
The Cherry Bowl's sound system uses the original vacuum tube motiograph amplifiers powering speakers at speaker posts, but later-on the FM radio transmitter was added for folks to enjoy the show through their vehicle's sound-system.
2017 Putt-Putt course
The owners have kept the Cherry Bowl as it has appeared here and that has been a theme of "1950's vintage" appearance and style, even though the films shown have updated, of course. Double-features, vintage cartoons, and other shows of "times gone by" have been shown on the Cherry Bowl's single-screen. Because of the wholesome, family-friendly theme, the offerings have been rated PG-13 or lower.
2021 Screen Tower
The various owners of this theater have also run other theatre facilities such as the "Crystal" at Beulah, the "Saukee" at Lake City and the "Wexford" at Manton. At this time, the Cherry Bowl is the only remaining drive-in theater in Northern Michigan.
The drive-in theatre is usually only open in the summertime since the winter and late fall/early spring weather is still fairly harsh for outdoor movie viewing.
In 2003, the Cherry Bowl Drive-In celebrated a half-century here (now almost 70-years), and continued to "take you back to the fabulous 50's" and the memories that went along with that time. Also at that time it was one of seven remaining Drive-Ins in the State of Michigan.
Tickets to the Cherry Bowl Drive In
In 2009, the Cherry Bowl was given a "recommendation" by Michigan Governor Jennifer Granholm for the Cherry Bowl Drive In stating that residents "haven't lived in Michigan until '[they've] been to the old-fashioned Cherry Bowl Drive-in in Benzie County, where [they] can sit on cushions in the back of [their] truck on a warm night, munching on the best movie popcorn and chicken fingers in Michigan watching an evening summer movie."
Recent Aerial view
This "ozoner" (as many drive-ins were called) had a capacity for about 240 vehicles when it was opened which was adequate to accomodate the draw of the public to this unusual and very popular entertainment venue. That total capacity has not changed over the years.
During the peak business time in the summer months, the Cherry Bowl has been filled with movie-goers who wanted some entertainment under the night sky.
Most of the time, the drive-in was a good value for the money as it would be a good evening's entertainment for folks of all ages including children being admitted for free many times.
2021 view of Screen and Marquee
Attendance at the Cherry Bowl has always been seasonal for it's patrons because during the colder months it has been just too-cold to enjoy the show without freezing or possibly running out of gas in your car just to keep the heat on.
In-car heaters were installed later-on in most Drive-Ins and allowed for the patrons to enjoy the drive-in year-round. This upgrade in the facilities for the patrons would draw the crowds even during the sometimes-very-bitter cold Michigan winter nights and made the experience just that much better.
2017 view of the Screen Tower
During the warmer months in order to help control insects, the management would "smoke" the whole drive-in complex. The foggers were known to have some issues where they'd catch-fire in some Drive-In locations. This technology did improve over time however and had fewer-issues and problems as time went on.
Skeeter Fogging truck
In 2013, the automaker Honda had launched "Project Drive-In", which was a month-long effort to raise awareness of the wonderful, yet fragile state of drive-ins and their business-model as it stood at the time. The project plan was to help rescue five drive-ins from oblivion, and support the purchase and operation of new digital projection equipment. The cost for these upgrades/modernization was between $60,000 and $80,000 including installation. Voters were to pick which drive-ins get saved and folks could vote online and/or text to support their favorite drive-in.
Projector at the Cherry Bowl
The Project allowed visitors to cast their votes for their favorite drive-in out of a list of over 50 that needed help.
Studios were expected to stop making 35 mm films (what most drive-ins used for film projection) as soon as the end of 2013, so time was running out for theaters to upgrade their equipment. In July 2013, a film crew came to the facility in July to film the venue for the contest website.
On Sept. 12, 2013, Honda announced that the Cherry Bowl Drive-In was one of the winners and awarded a new digital projection system which would allow the facility to continue to provide entertainment and fun to families in Northern Michigan.
Cherry Bowl audience
Economics changed as time went on, and many drive-ins closed in the mid-to-late-1980s and early 1990's, but of course not all. The introduction of VCRs and other at-home entertainment meant more people were either staying home to watch movies or going to indoor movie theatres which were getting bigger screens and Dolby sound. This evolution would lead to the decline of "going to the movies" and folks staying-home.
Land values and prices began to go up and the suburbs gradually expanded around it. As the area built up, property taxes also increased until the cost of the taxes on the 20+ acres that most drive-in's occupied were more than the net income the theatre generated.
2017 Cherry Bowl Entrance
Many times, the old/retired drive-in screen towers/structures have been dismantled after closing and some repurposed to other Drive In's or used for other building purposes.
There is such nostaglia for some of the Drive-ins that some of the items from thos facilities have been salvaged, restored, and repurposed as collectables. One such item is the Sign from the Lakes Drive-In near Brighton, MI, where the upper neon portions of marquee were saved and restored. One side of the sign was listed on ebay a few times, the other side is hanging in a garage in Metro Detroit.
Restored sign from The Lakes near Brighton, MI
Many people that would visit the areas once home to the long-closed Drive-In Theatres, not having any idea that there was a wonderful source of entertainment at one time for many on warm summer nights.
1960 Newspaper Ad
The Drive-in was an experience that many people cannot get out and enjoy much anymore because the locations have departed our landscape and awareness. The viewing and experience of watching a movie from the comfort of your own automobile, truck, or van still does appeal to some folks to this day.
2021 view of the parking area at the Cherry Bowl
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After little more than half a century, the primary era of the Drive-In Theatre ended. Many people that visited a Drive In Theatre consider themselves lucky to have been able to experience such a unique entertainment venue. Most people who attended in their adolescent years don’t remember what movies they saw but many of them do remember how exciting it was to be outside late at night, loading up at the snack bar and then then trying not to fall asleep while watching the flickering movie screen from the comfy backseat of the car.
Old view of the Screen Tower
One theater goer summed up her feelings. "You just worry sometimes that it will be all gone. We felt so sorry to see those others all go. We really enjoyed this place."
For some folks, the feeling is that the Drive-in Theater is and was a part of an "Endangered Americana" that is nowadays missed by all who treasured those times that they had there. Most of the people who attended a Drive-In theatre remember the experience with fondness and appeal that are attached to those warm memories that will live-on for a long time to come. For some, those memories are just beginning and will continue to flourish if we encourage them to be kept alive.
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This theatre has been a wonderful part of Northern Michigan
and the memories remain long after the folks who have visited here depart.
This is what makes it a wonderful part of Michigan Cinema History.
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IF you have any more information or
details on this location, please email me
and i will include it in the description.
Thank you.
Please BE AWARE OF YOUR SURROUNDINGS and as always, Enjoy the Hunt!
**Information Sources: Google, waterwinterwonderland.com, others