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Drive-in theaters charging $5 fee to bring in your own food
Some struggling theater owners in the area charge $5 fee for patrons to bring their own food so the screens won't go dark
Monday, July 30, 2007
John Horton
Plain Dealer Reporter
Munson Township -- Don Ross paid $21 Friday night for a parking spot fronting the big screen at the Mayfield Road Drive-In. Sixteen dollars bought admission for his family of four; the rest covered his cooler.

Under new house rules at the outdoor theater, forking over five bucks for a one-night "food license" stands as the only way to bring munchies for the movies.

Basically, Ross' two bottles of Pepsi, sack of McDonald's grub and bag of Doritos needed a ticket.

"If that's what it takes to keep the place open," the Eastlake man said, "I'll give 'em the money."

The pay-to-pack policy is flickering to life at a smattering of drive-in box offices across the country, part of an effort to boost revenues and keep the struggling icons operating.

The ultimate goal of the rule is to discourage outside food and steer more patrons to profitable onsite concessions.

Three of Greater Cleveland's five drive-ins -- North Ridgeville's Aut-O-Rama Twin; Munson Township's Mayfield Road; and Ravenna's Midway Twin -- now charge the fee.

The owner of the other two local venues said he'd consider adopting the rule for next summer.

"But I'm very, very torn over it," said Gary Greive, who oversees the Blue Sky Drive-In in Wadsworth and the Magic City Drive-In in Barberton. "It's tough to make that change after all these years."

Why? Call it tradition.

Emptying the pantry into the car to satisfy the urge to nibble through a double feature stands as a time-honored family tradition at the drive-in. It's right up there with packing pajamas for the kids so they can fall asleep in the back seat after intermission.

Asking customers to pay to keep that perk is "fairly controversial" within the industry, said drive-in promoter Jennifer Sherer Janisch.

She said only a small portion of the nation's nearly 400 remaining outdoor theaters have adopted the policy since it premiered a decade ago near Baltimore.

Typically, box office workers ask patrons whether they're bringing food and inform them of the license (there are also signs alerting visitors as they come in). Staff members also walk around to check if anyone sneaked some food through. Some venues will double the license fee for violators.

"Some places that were thinking of doing it shied away" given worries over upsetting visitors and losing business, said Janisch, who operates the Web site Drive-ins.com.

But supporters call the fee a matter of survival.

The Aut-O-Rama added the surcharge last year to boost the bottom line. Owner Deb Sherman said she heard objections throughout the season; one angry patron even called local police.

But despite the rough transition, the policy paid off. Sherman said the fee - plus increased business at the concession stand, where any theater makes most of its money - helped finance some of the first improvements in years at the screens along Lorain Road.

Sherman said she has heard little grumbling about the fee this year.

"We're not trying to take every last dollar out of people's pockets," Sherman said. "We're just trying to stay open."

The opening previews at the Mayfield Road Drive-In on Friday night told the grim tale of drive-ins, and how more than 90 percent of those operating four decades ago now exist only as memories. The short feature implored viewers to patronize the snack bar.

Owner John Knepp - who also runs the Midway Twin in Portage County - said most people understand the reason for the extra charge once it's explained.

Customers camped in front of the big screen along U.S. 322 on Friday seemed accepting of the new rule. Out of eight license holders surveyed before the late-night feature started, only one criticized the charge. (Scott Davis of Eastlake called the charge "tacky.")

The rest said the fee's a small price to pay to keep their coolers and help the drive-in. "It's better doing this than having them close," said Jill Calabrese of Richmond Heights, as she watched her 3-year-old daughter run around in the twilight before the show. "I'd hate to see a day where our kids couldn't experience this."

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Posted by Mike Blakesley (Member # 26) on 08-02-2007, 12:06 PM:
 
I don't understand why anyone would gripe about this. I don't know what drive-ins charge for food, but I would think you could easily spend that much at the concession stand for even one person. A $5 charge to bring in your own stuff is very nominal. People should quit being such dick-heads.
 

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Posted by David Stambaugh (Member # 1102) on 08-02-2007, 12:59 PM:
 
The people who would complain just don't understand or care about the economics of the business and the fact that concessions is what keeps most theaters open. You could explain it to them until you're blue in the face and all they would care about is their perception that they're getting "screwed" by being charged $4 for a Coke. To them it's the principle of the thing.
 

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Posted by James Westbrook (Member # 3690) on 08-02-2007, 10:55 PM:
 
Our local drive-in's concession prices are less expensive than my theatre's concessions, and they offer more food items, including the infamous "Chihuahua Sandwich".
 

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Posted by Jack Ondracek (Member # 1466) on 08-02-2007, 11:41 PM:
 
Of the topics that occupy the minds of drive-in owners everywhere, this one seems to be a perennial favorite.

There are those who feel that drive-ins should be no different than indoor theatres. You can't bring your own stuff in there (ok... you're not supposed to). You can't bring your own stuff into a sports stadium. Burger King probably wouldn't want to see you eating KFC in their place. So... why allow it at the drive-in? Of all places that have instituted the policy, new builds seem to have the least trouble, though some "legacy" theatres have gone this route.

Others, including myself, wouldn't touch the idea with a 10 foot pole. We prefer to let our product speak for itself. Many of us have concessions that are hard pressed to handle the business we now get, without trying to pressure (guilt) our customers into spending more. We package the concessions as part of the experience, an approach that works well for us. As for the image that drive-ins are all on the verge, I frankly doubt there are many that are really hanging on by whether you buy a hot dog or not.

Each side has strong arguments for going one way or the other, and few have been convinced otherwise. Like most every drive-in around, this is one of many elements that seem to make us all unique.

Rodeo Drive-In
Home of the infamous "Pizza Dog"!
 

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Posted by Mike Blakesley (Member # 26) on 08-03-2007, 12:09 AM:
 
The other thing I have noticed is that in every story about drive ins, they always emphasize the "few remaining drive-ins," as if they're disappearing....but aren't their numbers growing a bit these days??
 

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Posted by Jack Ondracek (Member # 1466) on 08-03-2007, 01:30 AM:
 
Pretty much. There have been a bunch of them built in Texas recently, and a few in other states. Past that, one closes somewhere, and another reopens somewhere else. The reporters don't usually get much factual information past the local theatre they're doing their story about. More often than not, they get a big kick out of being seen, climbing out of a trunk.
 

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Posted by Claude S. Ayakawa (Member # 1401) on 08-03-2007, 02:49 AM:
 
Not counting the old Kapiolani Drive In Theatre that closed long before the others opened because it had to make way for other business development, Honolulu had a total of four drive in theatres. One of them, the Kailua Drive In operated by Pacific was equipped with the Norelco 70mm projectors from the long defunct Kaiser Dome which was located on the grounds of the Hilton Hawaiian Village Hotel. Despite the fact that a lot of films played in 70mm in Hawaii, only "MY FAIR LADY" played in the wide format at the Kailua D.I. All of our drive in theares are gone now and everytime I think about them, I still remember the goods times I enjoyed at these outdoor venues with my friends.

-Claude
 

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Posted by Damien Taylor (Member # 4255) on 08-03-2007, 04:01 AM:
 
Tickets without a discount card for a family of 4 would rack up a little under $65 (~$55US) at some of the hardtops here, before concessions. (wow dollars doing great )

Drive-ins are excellent value, but they must also struggle to survive at low prices. Aggressive internal promotion should not be seen as tacky, its a survival tactic.

Furthermore, why do people feel the need to complain? When at work I am constantly harassed by people who feel that their particular problem is huge. I follow procedure and maintain tact and courtesy and solve these people's problems, but its all me me me. There is so much selfishness around these days, especially at Christmas, "the rude season". People will jump at anything, like additional food charges, just to whine, sad really.

Out of curiosity, does this charge include "cooking-in"?
 

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Posted by Louis Bornwasser (Member # 3063) on 08-03-2007, 06:17 AM:
 
In defense of the charge for "outside food."

One possibility is to ban outside food outright, like every other place with an admission charge (Ky Derby, professional sports, Indy 500, Little League baseball, high school sports, etc.)

The charge for a "one night license" was seen as a way to help people with dietary problems and, if more than 2 are in the car, is actually quite reasonable.

In Kentucky, it is also a way to keep people out who try to sell beer from their car...an illegal act. Louis
 

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Posted by Phil Blake (Member # 2012) on 08-03-2007, 08:45 AM:
 
I think in this day and age it is just, some venues over here prohibit you bringing in any food or drink at all , ie football car racing , they wont let you in at all you have to pay highly inflated prices if you want food or drink.

The drive in I operated had a quality food reputation, we sold good servings at cheap prices , people would coming in just to get a good cheap feed and catch a couple of movies while they were there.

Operated correctly in this forever demanding fast food era we live in drive in operators should take advantage of this for an excellent marketing tool. I would rather sink my fangs into a fresh hot burger than chew on a home made cold pressed chicken sandwich!
 

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Posted by Barry Floyd (Member # 385) on 08-03-2007, 09:00 AM:
 


[ 11-16-2007, 02:42 PM: Message edited by: Barry Floyd ]
 

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Posted by Sam Graham (Member # 2889) on 08-03-2007, 03:27 PM:
 
Seems to me I recall that when the Bengies (D. Edward Vogel?) came up with this, the "permit" was effectively a prepaid coupon redeemable for the equivalent amount in snack bar credit. You had to pay it, but you got food out of it.

Is that how it's being used today? Or do those of you doing this just make people pay it and still charge them over and above for popcorn and what not?
 

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Posted by Barry Floyd (Member # 385) on 08-06-2007, 08:57 AM:
 


[ 11-16-2007, 02:42 PM: Message edited by: Barry Floyd ]
 

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Posted by Tim Reed (Member # 137) on 08-06-2007, 03:39 PM:
 

quote:

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The opening previews at the Mayfield Road Drive-In on Friday night told the grim tale of drive-ins, and how more than 90 percent of those operating four decades ago now exist only as memories. The short feature implored viewers to patronize the snack bar.

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...in a trailer commissioned by Jim Goble and produced by yours truly!
 

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Posted by Damien Taylor (Member # 4255) on 08-06-2007, 04:41 PM:
 

quote:

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...in a trailer commissioned by Jim Goble and produced by yours truly!

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quote: Tim Reed

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...in a trailer commissioned by Jim Goble and produced by yours truly!

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I saw that thing a few years ago at the Holiday Twin in Fort Collins and got mad. Had half a mind to storm up to the snack bar and shout "STOP BLAMING ME FOR YOUR INDUSTRY'S ASS-BACKWARD ECONOMICS!"

But instead I spent $8 on a popcorn and chili dog.

Fucking drive-ins.
 

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Posted by Timothy Eiler (Member # 383) on 08-07-2007, 02:34 PM:
 
Almost all of the concession that people buy from us are put in the garbage cans. The vast majority of the garbage left in the lot is outside food and beverage containers. I understand Drive-in adding this fee but I am not ready yet to make this change
 

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Posted by Mark Gulbrandsen (Member # 72) on 08-08-2007, 09:17 AM:
 
People will probably just start putting secret compartments in their cars and vans to continue sneaking food in... just like drug runners and the days of prohibition.

Mark
 

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Posted by Phil Hill (Member # 371) on 08-08-2007, 10:16 PM:
 
Mark:

BTW you complainers, go to a ball or hockey game...you can't get away for less than $15 for a beer and a hot dog!

Oh...AND ya can't bring your own ice chests! DUH!
 

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Posted by Jack Ondracek (Member # 1466) on 08-08-2007, 10:18 PM:
 

quote: Sam Graham

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But instead I spent $8 on a popcorn and chili dog.

Fucking drive-ins.

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Hey, Sam... when you get tired of them, let me know. I'd love to have that F***ing URL of yours!
 

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Posted by Monte L Fullmer (Member # 2797) on 08-08-2007, 11:07 PM:
 
It's kinda interesting that this topic has really spread across the country. Why I say that, is that the local drive-in in our area want's to do some revamping to bolster up some more business and this topic came to mind when they asked me on this idea.

I immediately told them "to eat it" when folks brings in their own food. For, you start setting conditions to your customerbase and showing negative attitudes, they'll go somewhere else for their entertainment under the stars - being that there is another ozoner nearby which is very well established.

BUT, I told them a plan that could keep this potiental problem arising and that is to have the best cooked food out there to where they'll come out hungry and want OUR dinner, instead of theirs that they have to buy or cook at home.

This actually has been the secret out there for a good amount of years is that the grilled food, if cooked right, can bring back your favourite customes every time..and word then goes out on how the food is with the movies.

-Monte
 

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Posted by Daryl C. W. O'Shea (Member # 1303) on 08-08-2007, 11:57 PM:
 

quote: Monte L Fullmer

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I immediately told them "to eat it" when folks brings in their own food.

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That's my policy! If you bring a pizza to a drive-in I'm at, I'll eat it if I can convince you to give it to me.
 

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Posted by Monte L Fullmer (Member # 2797) on 08-09-2007, 03:54 AM:
 
( Okey, I liked what Daryl said and deserve that comment) .. should have said "told the owners to eat the loss when people bring in their own dinners to the DrIn's..."
 

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Posted by Tim Reed (Member # 137) on 08-09-2007, 03:41 PM:
 
The problem with drive-ins as a policing point, is that people are in their own cars - their property. It never occurs to them that they (and their cars) are on private property when they are in the theatre. The natural tendency is to reject being told what to do when they are by god in their car.

This is precisely why many people get so bent out of shape and resentful when you try to impose any kind of rules on them; tell them where they can or cannot park, what they can't bring in with them, limit the volume on their radios, etc.
 

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Posted by Mike Blakesley (Member # 26) on 08-09-2007, 05:18 PM:
 
I'm a little fuzzy on how this is enforced. What's to stop people from bringing in Burger King and hiding the bags under the seats until the movie starts? Or having a cooler full of pop under a blanket behind the seat of a pickup truck?

Is there a guy walking around the drive-in with a flashlight looking for contraband cups and wrappers and busting people? Or is this an "honor system" deal?

I would look at this as a public relations thing. If the drive-in is well loved by the community and supported, people would have no problem paying the permit fee. (We have one customer who regularly gives us a $3 "tip" at the boxoffice because she thinks our ticket prices are too low!) On the other hand, if the facility is run down, or if the owners are assholes and unfriendly to the folks, then people would easily develop a "screw'em" attitude and sneak in their own food just out of spite.
 

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Posted by Louis Bornwasser (Member # 3063) on 08-09-2007, 05:40 PM:
 
Remember this is NOT a profit center. It is an alternative to an outright ban on outside anything. This is to ENABLE outside food.

Hard to initiate in an existing theatre, though. Louis
 

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Posted by Bill Enos (Member # 440) on 08-09-2007, 06:51 PM:
 
Seems to me that it IS a profit center since its purpose is to offset revenue lost to bring in eats. Why not a fee for screwing since there is almost as much of that as there is eating. The fee would be for a placard to put on the vehicle so the food police would stay away.
 

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Posted by Mike Heenan (Member # 392) on 08-09-2007, 08:26 PM:
 
People who sneak in food to theaters and complain about prices are probably the same douchebags who round off the total for tips for delivery guys (ie if the bill is $19.54 they give you a $20 and a shit eating grin. Fuckers.)
 

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Posted by Tim Reed (Member # 137) on 08-09-2007, 11:27 PM:
 

quote: Bill Enos

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Why not a fee for screwing since there is almost as much of that as there is eating.

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Yes, but most theatres don't offer that kind of satisfaction at the concession!

To answer Mike B's question, some drive-ins do actively enforce the policy, checking for contraband at the boxoffice and/or on the lot. Depends on the neighborhood.
 

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Posted by Monte L Fullmer (Member # 2797) on 08-10-2007, 05:11 AM:
 

quote: Mike Heenan

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People who sneak in food to theaters and complain about prices....

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quote: Damien Taylor

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if the price is right people will probably choose home-made over Maccie d's. However its hard to get prices down when you don't buy in quantities like Ronald.

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We don't even try to make comparisons between our product and that from a "fast food" outlet, so price isn't one of our concerns. Have you seen what a McDonald's burger looks like lately? Open one up... meat-like substance; small, plain bun, dab of mustard and ketchup squirted in the center (not spread out), one pickle chip.... yummy!

If you ever had your folks cook up a big burger on the barbecue, lay it on an oversized bun, then send you off to the kitchen, where just about everything you'd want to put on it was laid out, you'd be close to what we send over the counter every day. Out here, a container with a burger and fries is FULL. I don't know what fast food place anyone could compare our burgers to, but it sure wouldn't be McD's. Yeech... that'd be an insult!

The "alternative activities" permit is intriguing!

Good evening, folks. That'll be $15 for the two of you. And, will you be engaging in any activities besides watching the movie tonight? that'll be an additional $10 for our special "leave us alone" placard. Thank you... enjoy your evening!


 

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Posted by Barry Floyd (Member # 385) on 08-10-2007, 10:55 AM:
 


[ 11-16-2007, 02:41 PM: Message edited by: Barry Floyd ]
 

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Posted by Louis Bornwasser (Member # 3063) on 08-10-2007, 02:30 PM:
 
Barry: that's it, exactly. Remember there are NO other places with admission that allow "outside" stuff.

Yes, I was initially outraged, too. Louis
 

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Posted by Bill Enos (Member # 440) on 08-12-2007, 07:24 PM:
 
So, you guys who are raving about the food you serve, are those burgers going directly from the grill to the customer as soon as they are done, or are they languishing on the grill till needed or placed on the bun and wrapped to wait? I'm betting on the two latter. Eat the last gut grenade left some night yourself and then tell us honestly how delicious it was. That one is most like what your typical customer gets, not the one you pick off the grill yourself. Do I sound a little cynical? It's because I've been an average customer at an average drive in, and tried to eat the high priced crap shoved across the counter and tossed about half of it. NO point bringing it to the attention of management--if they can be found--they don't give a damn.
 

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Posted by Jack Ondracek (Member # 1466) on 08-12-2007, 08:27 PM:
 

quote: Bill Enos

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So, you guys who are raving about the food you serve, are those burgers going directly from the grill to the customer as soon as they are done, or are they languishing on the grill till needed or placed on the bun and wrapped to wait? I'm betting on the two latter.

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quote: Mike Heenan

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People who sneak in food to theaters and complain about prices are probably the same douchebags who round off the total for tips for delivery guys (ie if the bill is $19.54 they give you a $20 and a shit eating grin. Fuckers.)

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The "fuckers" are the ones who don't pay their workers a decent wage simply because they expect the general public to give them a tip.

Like when I got a massage a while back; the woman did a great job. It cost something like $75 for an hour (though it was from a gift certificate) and I tipped $10. The receptionist started to ask "Is that all?" but stopped herself in the middle of the last word. It's one thing to expect a tip; it's another to guilt a person for giving what you think isn't enough. Hell, even if I had given the "standard" of 15% that would've been just over $1 more than what I gave; hardly something to get pissy over.

If they really expect me pay, say, $100 with $25 that goes to the girl then they should charge me $100 and cut the guilt trip shit.
 

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Posted by Jack Ondracek (Member # 1466) on 08-12-2007, 10:30 PM:
 
Yeah... I never much cared for the "mandatory gratuity"... seems like an oxymoron.

Bill, we used to have a lot of those drive-ins you mention. All are now gone. They used pre-popped corn and pre-filled the cups, leaving them under heat lights all night. Their burgers were worse than you mention. I once got a case of patties that were intended for one of them. They were pre-cooked, with brushed-on smoke-flavored char-grill strips. They basically pulled out a patty, nuked it, slapped it on a bun & wrapped it. You got to squirt on your own ketchup/mustard... yum! They got the hamburger that was intended for me. That must have been interesting for them!!

At one such drive-in, I saw hot dogs that were pre-packaged in plastic. You pulled it out of the fridge and nuked it... like some of the quickie-marts do.

Some folks that have these cafeteria places say they have to cook in advance to deal with the crowds. We always felt our crowds were due to our NOT cooking that way. Still, on busy nights we have lines out both doors, and waits can go upwards of 20 minutes or so for large kitchen orders. We give them restaurant-style coaster pagers so they don't have to wait around. Still, the reason for our success has created issues that frequenly see us looking for ways to improve efficiency. It's a nice problem to have, I guess... but still frustrating.

Barry might chime in here, too. I think his operation is a lot like mine. He dealt with his overflow by adding a concession trailer. I'm trying to convince my wife this might be something to look at, but I'm a bit behind the curve so-far.

And yes... before anyone asks... we eat our own food... probably way too much of it!
 

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Posted by Louis Bornwasser (Member # 3063) on 08-13-2007, 09:46 AM:
 
OLder drive ins here ranged from "can't put mustard on because-the-bun-is-stuck" all the way to sirloin freshly-made patties. Guess who closed first? Louis
 

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Posted by Bill Enos (Member # 440) on 08-13-2007, 06:24 PM:
 
Undoubtedly the place that served the sirloin patties, people would rather pay a low price and bitch about how bad it is than pay more and complain about the price. They will complain no matter what.

If they fail to purchase an "alternate activities" placard will they be permitted to use bring in devices or be required to purchase them on premises?
 

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Posted by Mark Gulbrandsen (Member # 72) on 08-13-2007, 07:10 PM:
 
WOW! Jack you have crinkle cut fries!!!! Thats awsome... they're the best. I look forword to a visit someday....

Mark
 

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Posted by Jack Ondracek (Member # 1466) on 08-14-2007, 12:26 AM:
 
Yeah... they're the best.

I'll send some along with that power supply!
 

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Posted by Louis Bornwasser (Member # 3063) on 11-14-2007, 01:47 PM:
 
deleted
 

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Posted by Mitchell Dvoskin (Member # 751) on 11-15-2007, 10:25 AM:
 
I've been following this thread for a while now with mixed feelings. As a former theatre owner (many years ago) who learned to run projectors in a drive-in, and managed a drive-in in my youth, I certainly understand the economic forces that drives charging for outside food. I also understand the philosophical argument that it is rude to bring food from another establishment (or home) into your establishment. The same people who would never dream of buying food at Burger King and bringing it to McDonalds to eat think nothing of doing the same to a drive-in.

On the other hand, as a patron, I along with most of the public does not percieve a drive-in as a restaurant. The public percieves that they are paying to see the movie, and what the eat and drink in their cars in none of the theatre operators business.

I do believe that charging extra to bring in outside food is self defeating. It just piss off your customers and cause them to either be more secretive or take their movie watching business elsewhere. The added concession business is more than offset by hard feelings. I think it would make much more sense to just assume that a percentage of people are going to bring in outside food, and set the boxoffice price accordingly.
 

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Posted by Barry Floyd (Member # 385) on 11-15-2007, 01:44 PM:
 

 

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Posted by Barry Floyd (Member # 385) on 11-15-2007, 01:50 PM:
 


[ 11-16-2007, 02:39 PM: Message edited by: Barry Floyd ]
 

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Posted by Mike Blakesley (Member # 26) on 11-15-2007, 03:19 PM:
 
So Barry, if it's been working and the customers are not complaining and in fact they are even liking it, why stop it? Seems like if it ain't broke.....
 

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Posted by Barry Floyd (Member # 385) on 11-15-2007, 03:52 PM:
 


[ 11-16-2007, 02:44 PM: Message edited by: Barry Floyd ]
 

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Posted by Mike Blakesley (Member # 26) on 11-15-2007, 08:45 PM:
 
That seems completely unfair. The permit is not a part of your tickets, it's part of your concessions which they get no part of. Do you use a booker?
 

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Posted by Timothy Eiler (Member # 383) on 11-16-2007, 08:31 AM:
 


[ 11-18-2007, 08:10 AM: Message edited by: Timothy Eiler ]
 

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Posted by Louis Bornwasser (Member # 3063) on 11-16-2007, 03:23 PM:
 
Isn't 60% kind of high ofr a drive in? Louis
 

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Posted by Thomas Pitt (Member # 4322) on 11-16-2007, 03:23 PM:
 
I've never actually been to a drive-in (very few, if any remain in the UK), but it seems that the multiplexes are beginning to follow this line as well. Last time I went to Leeds Light, I found they search the bags of people who are coming in. This is mainly to catch people who bring video cameras in to pirate movies, but that's another story - though it would be trivial to confiscate food and drink that people are sneaking in too!

Cineworld Bradford actually has a sign saying that you cannot bring your own food and drink into the auditorium. They do sell small Coke bottles etc. at the concession stand though (for a higher price) and put a sticker on the bottles to prove you bought it there

When I've asked about the food and drink policy in cinemas, I've often been told that small bottles of drink and candy bars etc. are fine to bring in from the outside. They just don't want people bringing in a whole McDonalds meal or something in a bag that will rustle a lot during the movie.
 

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