Honda, RPA to help keep some drive-in theaters afloat

08/11/2013 | Advertising Age (tiered subscription model)

Honda has tapped RPA to develop a "Project Drive-In" campaign to help preserve five drive-in theaters in the U.S. by funding their switch to digital projectors. The campaign includes a website where users vote for their favored drive-ins, while asking for social media pledges to visit drive-ins or make donations to local theaters. Studios are expected to halt 35 mm film distribution in the U.S. by the end of the year, and a digital upgrade can cost about $75,000.

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