Out to the movies

Drive-in cinemas are not foreign to TT. With household names like Starlite in Diego Martin, Kay Donna in Valsayn, and Bel-Air in Point Fortin, many can reminisce on these types of businesses that have ceased to exist in TT for over a decade. But as a viable option to adapt to the “new normal” amid the covid19 pandemic, they may be making a comeback.

A drive-in is a type of cinema – typically a large space like a car park – where drivers go with their vehicles and remain inside of it to view a movie projected on a large screen. It also has a concession stand, just like any other cinema. Years ago, there would usually be speakers on poles throughout the venue. But nowadays, one can tune their radios to a FM frequency to pick up the sound clearly. The sound is broadcast using a FM transmitter.

The concept initially began making its return in TT two years ago with the help of an organisation called Drive-In Movie. Co-founder Christopher Collins said the idea came about when he and his wife were chatting about what is “missing in TT.” He then teamed up with Sade Lee Duprey and the idea became a reality.

“A lot of businesses would actually go and have to get people interested and basically sell your business. We basically wanted to do the opposite. We wanted to create something that would sell itself, and at the same time, be the only people in the country to be doing it.”

He described it as a “mobile drive-in cinema” as there is no set location or businessplace dedicated to it. It screens movies at different locations throughout the country to reach more people. He said it was typically done once or twice per month, and mostly around Easter, the July/August vacation period and Christmas. And within the area where the screenings are held, there are concession stands for customers to purchase food and drinks.

Collins added, though, “Apart from the big events, we also do private screenings. So if someone wants to have a movie night, we also do that.”

He said because of the pandemic, some common practices had to change. This includes no longer having a blanketed area where people could sit, and the addition of workers who would go to vehicles and take food orders.

Full carloads will also be prohibited and only vehicles with a maximum of four people – inclusive of the driver – will be allowed.

He said announcements of the location and which movie will be shown are usually made on their social media pages. Sometimes, polls are done so people can vote for their preferred movie from a range of options.

“It would be mostly retro movies, nothing new. Because to get new movies, you need rights and to get rights, it’s more money. So we have just been building up our capital and putting it back into the business, and we’re now getting there in order to show new movies.”

He said while companies who hire them may have different prices, for their own events, the fee is usually $50 per person. Asked about a loss of income owing to fewer people per vehicle, he said he isn’t worried since more people have begun to show interest.

“Since we started, it has been a success. And because of the covid situation, it looks like it’s going to be an even greater success. We are just waiting for the PM to see what’s going on with the phases.”

Censor approval

But to be able to host such screenings, businesses need to obtain a rating and a licence from the TT Board of Film Censors. Without this, the business will be breaching section 12 of the Cinematograph Act, which says: "It shall not be lawful to exhibit any cinematograph film unless the film has been submitted to and approved by the board in the manner hereinafter provided.

"It shall not be lawful to exhibit, display, publish or distribute any film-poster, unless the poster has either been submitted to and approved by the board in the manner hereinafter provided or been submitted to and approved by the chairman of the board." The current board chairman is Ingrid Jahra.

And when it comes to penalties, the act states, “Every person who exhibits any film or any portion of a film in contravention of the provisions of this Act is liable to a fine of $4,000 for each occasion on which the offence takes place, and the film may be ordered by the court to be forfeited to the State. Any film or any portion of a film so forfeited shall be dealt with in such manner as the Commissioner of Police shall direct.”

The board sought to remind the public about the legislation as other businesses such as Lollabee Events Management and S&S Persad Supermarket in Mayaro also announced their plans to begin offering drive-in cinema services. The supermarket has since cancelled its screening, which would have been free. And Collins said the Drive-in Movie company has their licences, and became concerned about whether the others did as well.

The board made a post to its Facebook page last Friday quoting the relevant sections of the act, asking those with such plans to send an e-mail to film.censors@gov.tt.

Some social media users began to express their disappointment, while others felt the drive-in cinema businesses were specifically being targeted. Others called the procedure archaic.

But Jahra – who, in addition to chairing the board, is the CEO of CinemaOne Ltd – told Business Day that is not the case. She said just like any other business that wants to hold public screenings of movies, these businesses also have to comply.

“You need to access two licenses. An exhibitor’s licence and a cinema licence. Once you get past all those things, you also need to get access to films and the films are distributed by Island Distributors.”

Asked how long it may take for a business to successfully attain these licences, she said, “It depends. Because all those things take different (site) visits by different entities to come to your space.”

This is in addition to a fee of $50. Jahra admitted, though, she cannot fully comment on drive-in cinemas in particular as the act is “not clear” and does not include specifics for that type of cinema.

“The board can only rate films. That is the realm of our responsibility. We usually censor three to four films a week.

“The rating is a guide. So, you’d want to know, for example, if your child is going to a PG-13 film, you will have an understanding of what that content is like versus PG-16, PG-14 or just PG. None of the drive-ins were saying what film they’d be showing. We want to ensure it’s an age-appropriate film. Censors have the right to go into any business that is showing a public film and make sure the audience is appropriate for the film being shown.”

Quarantine activities

Marketing manager of S&S Persad Supermarket Riad Rampat, 27, told Business Day his first drive-in cinema experience was in Pennsylvania, US, and that he thoroughly enjoyed it.

Asked why he decided to begin providing such a service in TT, he said, “Well, because of the whole quarantine thing, I thought it would have been the most appropriate form of entertainment. I thought a drive-in would be best.”

He said prior to the pandemic, the idea had crossed his mind but he felt it would have been a bit difficult to compete with the indoor cinemas.

He said despite the opening event having to be put off because of the public notice about licenses, many stakeholders have since contacted the grocery to partner with it.

“Massy contacted us, Kiss, Bermudez. Even the owner of Kay Donna – he was talking to us about procedures, how to get on board, et cetera.”

He said it is a venture they wish to continue exploring even post-covid19 because of the “overwhelming response.”

Co-founder and director of the Filmmakers Collaborative of TT (Filmco) Mariel Brown said she supports the board’s call.

She told Business Day, “Through the TT Film Festival, we have always adhered to the provisions of the law as they relate to obtaining and displaying appropriate ratings for screenings.”

Jahra said none of the companies have since contacted the board to begin the process of obtaining a licence.

She admitted it has been a difficult time for everyone owing to the pandemic, including those in the cinema industry like herself.

“I make my money by ticket sales and concession. So I have not made money during this time. It has not been an easy walk, but it has allowed us to be safe and to really look at our processes and refine them so that when we do open, there will be a difference in terms of the delivery of service.”

She said although the Prime Minister indicated cinemas will only be allowed to open during phase five of the relaxation of restriction measures, she believes that time may very well be the “right time” to do so.

“We are guided by international standards in terms of hygiene protocol as markets in the US open. You don’t want to open too soon. You don’t want to come into a space where everyone is in a plastic suit and a mask and is serving you popcorn. We need to get that balance.”

She too commented on the fact that online streaming platforms pose a threat to traditional cinemas.

But she added that the limitation of those platforms can also be an advantage.

“Cinemas have survived many things. It is very different when you come out and have a shared, common experience with strangers.”

She said it will take time for many people to feel safe enough to return to cinemas, but she is not worried about how it plays out.

Making a comeback

Business Day also chatted with Stefan Chin, CEO of MovieTowne, who gave insight into the economic challenges faced by the cinema industry within recent years. He also delved into the concept of reintroducing drive-in cinemas to TT and how effective he believes the business model can be.

“The dynamics of movies has changed within the last few years given in-house streaming and so on. And TT, economically speaking, hasn’t been in the best of shape over the last few years. So we have seen slight declines but we have still been able to maintain our market share and still keep it at an accessible and a successful level.”

He said the reintroduction of drive-in cinemas is like a “blast from the past” to those who once enjoyed it.

He said because of the pandemic, he believes it would do well during such a time since people are concerned about their safety.

“People still want to go outside and have a good time. But whether it will be something that is a sustainable, long-term solution is still something to be seen. We don’t know yet. In the short-term, it can be regarded as a novelty but whether people would want that experience going forward ... depends on a lot of factors. This industry is basically on uncharted territory in terms of what is happening right now. It would be premature for me to say how it’s going to pan out. Next year, they may have some hardships because, you know, things get back as normal as possible.”

He said the idea has both limitations and merits and that “time will tell” how it goes.

Business Day asked its social media audience what it thinks about the return of drive-in cinemas. There were mixed views. Some expressed concerns about safety, while others were in full support.

Marilyn Scott said, “I do not think drive-ins will have much appeal, especially with the popularity of Netflix, Amazon, YouTube, etc. The comfort of being indoors will aid with new distancing policies.”

While Renee Bishop said, “It’s an excellent idea. Being in your own space is always ideal.”

Other comments included, “Bring it back!” “Yes, please,” and “All for it."