The AA said it was “delighted” with the response to drive-in cinema events it organised in September.
The Getaway Drive-in events, developed for the AA by media agency Goodstuff and film agency elevenfiftyfive, took place over two weekends in Oxfordshire and Yorkshire last month.
The first event took place between September 11-13, 2020, at Bicester Motion in Oxfordshire. More than 2,800 attendees watched Guardians of the Galaxy, Baby Driver and Le Mans ‘66 at six screenings over the weekend.
Co-founder of elevenfiftyfive, Ian Cartwright, said: “We couldn’t have found a more fitting venue for Vol 1 than the beautiful 44-acre site at Bicester and it’s great to see there’s such an appetite for the drive-in concept. Here’s to Vol 2!”
The next event was at Elvington Airfield near York the following weekend, and attracted almost 2,000 visitors. The films were projected on large backlit LED screens, and guests had local food and drink delivered to their cars.
Due to the COVID-19 pandemic, social distancing measures were in place and vehicles were provided with sanitised remote speakers.
Head of brand marketing for the AA, Will Harrison, said: “We launched AA Getaway to offer audiences some true escapism and we’re absolutely delighted with the response. For many, it was their very first drive-in experience and we hope they were able to sit back, relax and smile – all from the comfort of their car.”
Izzy Rhys-Davies, business director for Goodstuff, said it was wonderful to be able to bring people together “in these challenging times”, adding she was pleased audiences were able to embrace the drive-in experience.