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 Grand River Drive-In Theatre
Open: April 15, 1949 | Closed: July 20, 1988
Capacity: 750 (1957) - 1200 (1977) - 1100 (1988)
The Marquee and Main Screen, 1988
The Grand River Drive-In opened on Friday April 15, 1949 and the opening attraction was a western, "The Plunderers" starring Rod Cameron, Ilona Massey, and Lorna Gray.
Folks visited the Grand River listening to the song "Cruising Down The River" by Russ Morgan, which was #1 at that time.
Marquee, 1949
The Opening-Night Newspaper Ad April 15, 1949
Many folks have mentioned about playing on the playground (when they were kids) that was at the Grand River, in their pajamas, seeing friends from school and/or the neighborhood there. Now whenever they go past, the Shopping Center and Car Dealer (which is now closed) are all that remains of the property...no remnants of the once great Grand River Drive In. It's almost a bittersweet memory.... but rumor has it that there is a local nearby Drive-In restaurant that may still have carhops.
One of the Speakerboxes from the Grand River
Back in the 1950's, the price of admission was a mere 80 cents and you could get a whole carload of folks in for an evenings entertainment, for just a few dollars. Good, clean entertainment was much more available then for folks of all ages.
There was also a playground for the kids, including a train, as part of the "kiddie rides" at the Grand River.
This train was at the Bel-Air Drive In, east side of Detroit in 1953.
There were also "souveniers" that the Drive In's would hand out... whether they be dishes, or other memorabilia.
Matchbook from the Grand River
Many of the kids of the time would have their own activities around the Drive In property and on the actual Drive In grounds. They played baseball on the North Side on a field that they created, and they played baseball and golf on the grassy South side just East of the entrance. They rode their mini bikes and motorcycles (some people didn't care for this), but they had many tree and underground forts on the property along the tall aluminum perimeter fence. There was a pond behind the car dealership and many of the kids would walk-through the property to get to one of the local elementary schools.
Old Aerial View (1950's)
In July 1970, the Detroit News Movie Theater Guide advertised 26 drive-in theaters in Metro Detroit. The late 1980's would see the property values change here. With this change began the idea that the Drive In should be torn-down and the property reconstructed into something more profitable. That would begin the end...for the Grand River Drive In.
In 1988, the total number of Metro Detroit Drive-In's would fall to seven...with the closing of the Grand River Drive-in to make way for a shopping mall.
Attendant Carri Marks hands tickets to a patron at the Grand River Drive-in's final night before closing in 1988.
The theater came down to make room for a shopping mall. (Detroit News article October 8, 2003)
One theatergoer 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 enjoy this place."
Many folks feel that the Drive-in Theater is a part of Endangered Americana that is missed by all who treasured the times that they had there.
Please BE AWARE OF YOUR SURROUNDINGS at all times.
Enjoy the Hunt and be aware of your surroundings as always!