Texas Cinema’s ‘Drive-In’ Is A Blockbuster Opening Weekend Hit

EVO Drive-In Shertz, Texas. Photo courtesy of Mitchell Roberts

If you build it they will come. That’s not only one of the most famous lines in film history, courtesy of 1989’s Field of Dreams, but it also best describes a Texas cinema circuit’s initiative to turn its closed movie theater into a “drive-in” in the theater parking lot.

This weekend, Lone Star state-based EVO Entertainment debuted its drive-in concept at its multiplex in Schertz, Texas, providing movie fans an out-of-the-home outlet to watch recent Hollywood blockbusters. To say the first weekend was a success was an understatement as every show of Spider-Man Homecoming since it opened on Friday has been sold out. In fact, every ticket through Tuesday has been sold and the theater is planning on adding additional showtimes later this week.

Every evening, movie fans can park their cars in the theater parking lot and enjoy a film from the COVID-safe confines of their automobile. Screenings are free and patrons can order food from the theater’s kitchen. Reservations are highly recommended.

“This is a difficult time for everyone, so we’ve made it our goal to find a way to spread positivity within our community while sharing in the responsibility of social distancing during the crisis,” states EVO Entertainment Group CEO, Mitchell Roberts.

The cinema has taken significant measures to ensure the health of its patrons. Guests will have the opportunity to order menu items from the theater kitchen via a custom mobile ordering interface that was built specifically for this initiative. All payments are made through the app and no cash is accepted. When orders are ready, an EVO employee equipped with nitrile gloves brings the items to the driver side door.

As to how it works from a technical aspect, the exterior wall of the theater was painted with high-grain white paint for increased visibility and sound is transmitted directly to each vehicle through AM/FM radios. Indoor rest rooms are available with sanitary and social distancing measures in place. Films begin at dusk and end in time to meet the local area’s 10 p.m. curfew restriction.

"Spider-Man: Homecoming" at the EVO Drive-In in Schertz, TX Photo courtesy of Mitchell Roberts

In addition to the drive-in concept, EVO Entertainment recently introduced grocery and alcohol delivery. The company launched EVO Market on Thursday, which provides essentials for customers in the area which can either be picked up or delivered to their door. Those sales, combined with the drive-in dining offerings, resulted in over $23,000 in food and beverage revenue.

Upcoming drive-in screenings include films from the Sony Pictures library plus the theater is exploring classic films such as Top Gun and Grease. Films and showtimes can be found on the EVO website.

Entertainment venues have been especially hard hit during the COVID-19 shutdown and viable business opportunities for the movie industry in particular have been few and far between. But for Roberts, the drive-in hasn’t solely been a revenue generating idea. “Movies have always been an escape for me,” he says, “and I wanted to provide that same escape to the communities here during a time filled with uncertainty and stress.”