At the drive-in

Over the years cinema has built upon small sparks of evolution, from silent movies finding its voice, the introduction of technicolor, and the initial trend and re-emergence of 3D. Some innovations take hold becoming part of the mainstream cinema experience, while others sadly miss their mark, fading to black.

While the ‘Drive-In’ has been a staple within US culture since the 1930s, it never really took off in the UK except creeping into our awareness through movies such as Grease and Twister.

However, with the threat of Covid-19 keeping a tight lid on the events world for the foreseeable future, now could be the time to see the British public finally embrace the concept and see a return to the live event; just, y’know, not as we know it.

Join us as we take a look into different ways that the live event could return (dependent on the UK government’s safety advice) through the power of the drive-in and things you should consider while getting those wheels in motion.

Why?

As always, the first question you should be asking yourself regarding putting on any event would simply be ‘why?’. What do you want from the event? What are you hoping to achieve? Some potential reasons may be:

• You’re hoping it’s going to be a cash cow

• You would like to highlight your venue and remind people that you still exist

• You’re a business looking for some way to still have that team summer event

The ‘why?’ is crucial in any event and only when you are happy with your response and what you are expecting in return should you move forward.

Chances are, with reduced numbers of attendees allowed, and the overall costs of putting something like this on, margins will be incredibly tight so make sure your targets are realistic and viable. Having said that, with one UK company boasting 30,000 sales in one day for their ‘Drive and Dine’ concept, the idea certainly isn’t mute, but do consider all elements of putting on an exceptional event.

Event types

Think beyond the cinema screen. A movie may be what everybody thinks about when pitching a drive-in concept, but there are options to expand. Germany adopted the drive-in rave, Denmark have experimented with concerts, while more locally to us in Cambridge, a brewery recently held a beer festival where you could fill up your growlers and sample them in the comfort of the passenger seat (responsible drinking, people!).

This could be expanded to food festivals, getting the food truck revolution involved and introducing another Americanism, the tailgate party to a new audience. Only the mind limits the options available. To paraphrase a famous movie line, “if you build (and market it well and make it an enjoyable experience), they will come”.

Location

With a lot of cars, you’re going to need a lot of space. Ideally, an area that’s not going to get waterlogged if the British weather decides to do what it does best to scupper your outdoor event dreams. Marking out parking spots would be crucial to maintaining social distancing, while further considerations to which way the cars should face to avoid the glaring sun and if there is anything blocking the view (street lights?) and ‘car’ control are just a few of the things to think about.

Technology

The limit of your technology is something that should always be in the mind of an event professional and no more so than in an outdoor environment where nature will most certainly play a part. What sound technology will you use? What time of day are you thinking (a projection screen will not be very effective during the bright summer nights and LED screens can push costs up)? Working with a reputable and trustworthy tech team will ensure that they will flag these (and many more points) and have the correct solutions.

Infrastructure

In the new Covid-19 world of events, infrastructure is something that is going to be scrutinised and refined across the board. How you are going to implement these refinements into your event is naturally something to consider. Letting your audience know that their safety is your priority to ensure the success of your event. Considerations towards toilets, sanitizing stations, food, and drink (how are you going to stop people bringing their own in and do you even want them to) need to be key in your planning, not only to have a successful event but to guarantee repeat business and positive word of mouth.

Licensing

As always, whatever you end up doing, make sure you have the correct license to be able to do it legally. Remember that a (once fairly simple) TEN will now be deeply scrutinised and the licensing fees of movies and music will push costs up so make sure you understand how these work and that they are included in the budget.

The above points may not have all the answers and could draw further questions but that’s the point. Many around the world are desperate for some more human interaction and the chance to attend an event but we can’t highlight enough that it needs to be done safely with all areas considered.

Seems like a lot of work? It is, but if you need someone to make it a little easier for you, why not get in touch, we have the knowledge and expertise to make sure you’re not alone at the drive-in.