MANSFIELD — My wife started to lose patience with traditional movie theaters during a 1999 screening of The Blair Witch Project that was blighted by talkers and mutterers.
Subsequent mishaps, annoyances and the existence of phones and teenagers in close proximity have made it all but impossible to drag her back there. Luckily in Mansfield we have another option – the drive-in.
She loves the drive-in and I do too, ever since I first came to Ohio and rolled our ’86 Pontiac Parisienne into the Sunset Drive-in on 309.
The future of the Sunset is currently in doubt – more on that later – but Mansfield’s other drive-in, the Springmill, is open for the season.
Springmill owner Chris Davis has spent more than 20 years in the business, starting at Akron’s Gala Drive-in back in the early 90s. I asked him what the appeal was to the average movie-goer.
“It’s more of social experience for you and the people you come with,” he says, but one that doesn’t have to be shared with those around you. “If you want to talk, or use your phone, if you want to smoke a cigarette … you can do this in your own car without bothering anyone else.”
What about the movies? Didn’t the drive-ins traditionally show titles that were a little less prestigious than those at the regular theaters?
“The emphasis was always cheap entertainment for the whole family. There were often a lot of B-movies. The old drive-ins played second-run features weeks after the release date – people didn’t mind waiting.
“It used to be 4-6 months before a title hit home video, now it’s more like a couple of months. People have YouTube, Netflix – they’re used to instant gratification.”
In order to survive, the modern-day drive-in has to show first-run movies and catch the all-important opening weekend.
Also gone – or at least unused – are the old car-side speakers. Nowadays the sound is delivered through the FM radio in your car. This is a big improvement as far as Chris is concerned: the old mono speakers would struggle with the complex sound of today’s blockbusters, were prone to theft, and were occasionally discovered to contain a bees’ nest.
An important part of the drive-in tradition that still stands is the double bill. I asked Chris how important it is to choose a second feature that folks are likely to stay for.
“It’s essential. Most of the box office goes to the studios, so it’s the concessions that bring in the money – it’s what makes it a success and keeps it running. My goal is to get you to stick around for four hours enjoying nachos, hot dogs and pizza. Without that it would all fall apart.”
How much difference does the weather make?
“A lot. In fact a decent movie with great weather beats a great movie with bad weather.”
Have you ever closed due to the weather?
“No, never for that reason. I can’t bring myself to when people have driven 25 miles in the rain .. no, I couldn’t do that to my customers: if I advertise it, I’m going to run it.”
One essential recent upgrade was the conversion to digital projection, an expensive process but a necessary one now that old-style film projection is all but dead.
The good news is the picture quality is now better than ever. Chris tells me, “the picture is much brighter, with more vibrant colors … no scratches, no dirty, oily print … it really is a slick system.
“At a drive-in, you have to remember you’re basically operating in a dustbowl. That can all get sucked into the projection booth and that’s a problem when you’re dealing with physical film.”
On the other side of town, the cost of converting to digital has left the future of the Sunset Drive-in in doubt. Last season they still managed to open with film projection, but this means movie choices are increasingly limited – a serious drawback when demand for big movies on opening weekend is so high.
Chris stays in touch with the owner of the Sunset, Jay Phillips. Now elderly and essentially retired in California, he’s unsure whether he can make the numbers work for digital conversion – but without it, they can’t remain in business. At the moment it’s unclear whether they will be opening this year.
At the Springmill, Chris is keeping an American tradition alive. At their peak in the late ’50s, drive-in theaters numbered over 5,000 nationally. In 2016, there are less than 350 of them left.
Chris is determined to encourage Mansfield locals to come out and support what they have – something many towns do not have – and he offered me his take on the movie business in general:
“Your customers are not purchasing anything tangible. All they’re taking away is an experience, a memory. You have one shot to make an impression, so you’ve got to do your best to make sure they’re entertained and have a good time.”
I no longer have that Pontiac, but even without it the drive-in is still one of the best things about summer. A warm Saturday night under the stars, watching a double bill in the fresh air – nothing feels as uniquely American. I feel cool at the drive-in, and in my book that’s $7 well-spent.
The Springmill is located at 1040 Springmill Road, Mansfield, Ohio. FInd them online at http://www.springmilldrive-in.com/
