An innovative idea could be the saving grace for Jericho Drive-In, as the theater’s owners attempt to make the next payment for the installation of a digital projector before the season begins.
For the first time, passes are available for purchase for the upcoming summer movie season. The discounted passes allow two people unlimited visits to the drive-in throughout the season. All of the money will go toward the installation of the theater’s new projector.
In 2013, Jericho Drive-in owners Mike and Lisa Chenette lost their bid to win a new digital projection machine through a competition sponsored by Honda Motor Company. Drive-ins and independent movie theaters are being forced to upgrade to digital projection machines as the movie industry phases out the use of 35mm film.
“We thought the passes would be a fun idea, but we weren’t sure if people would be willing to spend the money,” said Lisa Chenette. “If you think about it, it’s actually a really great value. We have some people who come to the drive-in every weekend we’re open, so we thought those would be the customers who would be the most interested.”
Each pass is $200, and it also allows for a free large soda with the purchase of a large popcorn. There are a limited number of passes available, and Chenette said about 50 percent have already been sold.
“We figured out the savings is about $200 if the pass is used 10 times throughout the season, so there’s the potential to save even more money if you’re someone who visits more often.” said Chenette.
Some big movies opening this summer include “Jurassic World,” “Avengers: Age of Ultron,” “Fantastic Four” and “Furious 7.”
The Chenetttes worried that they could open this season after not meeting previous fundraising goals. Depending on the equipment needed, the projectors can cost between $70,000 and $100,000. They were also worried they would no longer be able to show a double feature each night.
Drive-ins attract fans of Americana and families on a budget looking for summer fun with their children. But, drive-ins have been disappearing on account it is harder to find movies on film. Theaters that haven’t made the switch to digital are finding it harder to obtain movies to show.
However, over the winter, the couple was able to find a company that resells refurbished digital projectors at a lower cost. A down payment has already been given, but another large payment is needed at the time of installation.
“It took thousands of dollars off the price,” said Chenette. “We want to be able to do the installation before opening night. If we don’t have the money, we might have to wait a few more weeks to open.”
The drive-in opens around April, but it depends on the weather and if the ground has hardened enough for cars to park on the lawn. The ice cream stand is expected to open March 17.
“We have a limited amount of passes, so we’re really telling people to hurry if they want them,” said Chenette.
The drive-in has been a Glenmont institution since it first opened in 1957. In 1995, it was purchased by Mike Chenette, who had saved up for years in order to own his own business.The Chenettes have owned the drive-in for more than 20 years.
“We really appreciate the community and how much was donated last year,” said Chenette. “People were calling and offering ideas for how to fundraise over the summer, and we just appreciate everything everyone has done for us.”
Season passes can be ordered online through jerichodrive-in.com.
