Honda to movie industry: Don’t ditch 35 mm film

“Drive-ins first opened in 1933 to mass popularity and reached their peak after World War II during the 1950s and ’60s when there were more than 4,000 across the country,” Jones continued. “We’re committed to helping the remaining drive-in theaters flourish with the move to digital projection.”

Jones said Honda was launching a campaign to boost awareness about the danger it said drive-in movie theaters would be in after the elimination of 35 mm film.

The campaign, dubbed “Project Drive-In,” will encourage Honda drivers to vote for their favorite drive-in movie theaters. The company said it would pay for digital projector screens for the top five vote-winners.