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- Title
MARKETING ASPECTS OF DRIVE-IN THEATERS.
- Authors
Luther, Rodney
- Abstract
The article reports on the marketing aspects of drive-in movie theaters in the U.S. The author focuses on the effect the growing popularity of television will have on movie theater audiences and the financial implications for the motion picture industry. The drive-in theater experience is compared to traditional movie theater experience. The author uses the results of a related study to illustrate that drive-in theaters and conventional movie theaters are not necessarily competing for the same audience. Technological innovations being developed for drive-in theaters are also discussed.
- Subjects
UNITED States; DRIVE-in theaters; MOTION picture theaters; MOTION picture audiences; MARKETING strategy; MOTION picture industry; MOTION pictures &; television; TECHNOLOGICAL innovations; ADMISSIONS (Motion pictures); OPERATING costs
- Publication
Journal of Marketing, 1950, Vol 15, Issue 1, p41
- ISSN
0022-2429
- Publication type
Article
- DOI
10.2307/1247078