Drive-in theaters touted as ideal entertainment amid pandemic, but attendance flagging

Drive-in theaters are being touted as “masters of social distancing entertainment” even as attendance rates continue to taper off at many local theaters.

Visit Pennsylvania, the state’s tourism website, released a list of the state’s 27 drive-in theaters describing them as “ready for their closeup” in the era of covid-19. The list includes the number of screens at each location, how long they have been open and the entry cost per car or per person.

“As Pennsylvania is home to arguably the most drive-ins in the nation, we are ready to roll the opening credits on a summer filled with original flicks and classics enjoyed with a jumbo popcorn,” the site reads. “So grab your friends (and their friends) and your family and make your way to one of PA’s big outdoor screens.”

According to the United Drive-In Theatre Owners Association, Pennsylvania is neck and neck with New York for the title of state with the most drive-in theaters. There are 305 such theaters across the U.S.

Pennsylvania theaters reopened in May after being subject to Gov. Tom Wolf’s strictest covid-related restrictions despite their innate potential for ensuring social distancing guidelines are followed. For several, opening day demonstrated a renewed surge of interest as cars lined up to get in.

Now, however, several local drive-ins — including Evergreen near Mt. Pleasant; Riverside in Park Township, Armstrong County; and Starlight in Butler County — are reporting lower attendance compared with the same period last year as they grapple with putting safety measures in place and showing retro titles, which often attract fewer people.

“We’re doing OK,” said Beth Chiesa-Manson, owner of Starlight. “I wouldn’t say we’re doing well. This time of year is pretty much our busy season through Labor Day … but it’s hard to gauge with everything that’s going on. And that could be because people are still financially struggling. (The drive-in) is more of a special treat.”

The theater, which normally would remain open every day for the remainder of the season, is for now closed Mondays and Tuesdays. Evergreen and Riverside never fully opened to full capacity because of social distancing guidelines.

Todd Ament, owner of Riverside, said his biggest crowd was on opening night, when he showed “The Wizard of Oz.” Still, only 100 cars showed up despite there being room for 150, a trend Ament expects to see throughout the summer.

At Evergreen, owner Joe Warren said movies like “Jaws” tend to draw crowds, but he noted that retro titles typically do not cause theaters to meet full capacity.

“They’re taking their kids, and they’re really enjoying them, the ones that are coming,” Warren said. “We’re holding our own. … It’s not like you would want it to be, but we’re able to sustain our business and pay our bills and so forth.”

Several theaters are looking to nontraditional means of bringing in crowds, including concerts, graduations and church services.

Evergreen has taken to hosting a number of different events, including a streamed concert series hosted by Encore Live. The musical event Saturday will feature country artist Blake Shelton with special guests Gwen Stefani and Trace Adkins. Starlight is also hosting concert series with bands including Aaron Lewis, Tropidelic and more.

“It’s just outside the box,” Chiesa-Manson said. “Whatever works, and if it makes sense, that’s what we’re going to do.”