Can a Hong Kong Drive-In Cinema jumpstart the future of events?
With our city’s cinemas closed from late march to early May, and again during the most recent third coronavirus wave you are probably Netflixed-out and hungry to get out and enjoy a movie how it’s supposed to be experienced; on the big screen with bucket of popcorn in your lap and an extra large drink in at hand.
But with plenty of us not ready just yet to breathe other people’s, don’t you think it’s about time a car-bound viewing experience might be in order? A classic blast from the past, the latest Hollywood release, a festival treasure or even a noteworthy documentary, all from the comfort of your COVID-free car sounds pretty good to me.
I’m sure that some of you have attended one or more screenings of Moonlit Movies at AIA’s Vitality Park under the observation wheel organised by TCOB Media. Or maybe you joined a movie-pop up screening by the now defunct Hushup Cinema. But did you know that, once upon a time [in 2006], Hong Kong had its own drive in with not one, but two of the largest screens in Asia?
Situated in the West Kowloon reclamation area near the TST district, the drive-in cinema had a total area of 200,000 square feet and came equipped with two 82-by-46 foot screens. Each screen had a capacity for 100 cars, 40 fixed seats in American classic cars and 10 VIP rooms made from converted freight containers with big windows. With a lease of 3 years, unfortunately it closed in late-2007, after less than a year of operation.
THE FUTURE OF CINEMA
Personally, I think there isn’t a better metaphor than the drive-in for the current state of socialising in cities around the world. People are together, or alone in individual clusters, isolated from each other while also sharing the same experience. The pandemic and respective social distancing restrictions have forced all of us not only to rethink how we work but also how we share experiences with other people. Restaurants, bars, gyms, theatres, events – all of the ingredients of public engagement and human interaction have – potentially permanently – been altered. This shuffle has seen drive-in cinemas in vogue in the US, UK, Dubai, Germany and other countries around the world. A trend that, I think, could continue after coronavirus restrictions are lifted.
"The world is temporarily closed. Fear not! This is just an intermission. We'll see you soon again.
The U.S. reawakening of drive-ins wasn’t just confined to established drive-ins either. Robert DeNiro’s Tribeca Film has hosted a pop up drive in in cities around the country. One of them was held at Los Angeles’ iconic Rose Bowl Stadium’s parking lot. The UK-based immersive film experience outfit, Secret Cinema recently partnered with Netflix for its U.S. ‘Stranger Things: The Drive-Into Experience. And Sony Pictures first drive-in experience – a 12 weekend run of catalogue titles – sold out in just 24 hours. So why hasn’t either Magnetic Asia Ltd [Sónar & Clockenflap], IMG [Taste of Hong Kong], Live Nation HK, TCOB Media [Moonlit Movies, Best of British], Edko Films Ltd [operator of 13 Broadway Circuit cinemas] or Serious Staging [Symphony Under The Stars] jumped on this opportunity?
LIGHTS, CAMERA....OPPORTUNITIES!
Over the years the Hong Kong film industry has produced stars like Bruce Lee, Andy Lau, Chow Yun-fat, Stephen Chow and Wong Kar-wai. It has helped popularise the kung fu movie genre all over the world. During its heyday, from mid-mid-80s to the mid-90s, Hong Kong films dominated the box office in East Asia and enjoyed a cult reputation in the West.
Nowadays, Hong Kong is home to 92 movie theatres with a total of 339 screens and hosts 6 film festivals; Hong Kong International Film Festival [cancelled], Hong Kong Lesbian & Gay Film Festival [currently from 12.11 – 26.11.2020, but most likely to be cancelled or postponed], Hong Kong French Film Festival [last held in Nov/Dec 2019], Hong Kong Asian Film Festival [last held in Oct/Nov 2019], Hong Kong Sundance Film Festival [last held Sept/Oct 2019], Best of British Film Festival [last held in 2018], and the Hive’s Shorties Film Festival [currently dated from 08.09 – 12.09.2020]. So why not join Thailand & India and resurrect a drive-in in Hong Kong to become a home for festivals, previously released hong kong movies from the archives & future international blockbuster releases?
So where are the opportunities? Let’s start with some facts & figures. This May, the Hong Kong Transport Department recorded 635,237 private car registrations, and reported a total of 18,163 taxis – of which 15,250 urban [red] taxis – are on the road. Finally, according to a Coconuts Hong Kong article dating back to 2018, Uber at that time had 30,000 registered drivers.
Furthermore, since the pandemic, on 23 August, the SCMP reported that 50 exhibitions and conferences have been cancelled so far. This number doesn’t even include any the countless cancelled product launches or brand experiences, film festivals and other live events. In terms of cinemas, under the second round of the Anti-epidemic Fund [AEF], The Cinemas Subsidy Scheme was established to support its operators. However, this only provides a one-off subsidy of HK$100,000 per screen with the maximum subsidy for a cinema circuit being HK$3 million. Obvously, this is not enough to make up for losses incurred due closure or operating with limited capacity. And although on 25 August dr. Sophia Chan, Secretary of Food & Health, announced that from 28th August onwards cinemas will be allowed to open with limited physical contact, sold out cinemas and/or large-scale events are likely to take some time.
With Central Harbour Front Event Space & Kai Tak Cruise Terminal sitting empty, going back to simpler times of drive-in cinemas can be a safe way to bring back going to the movies, and attending other live events.
THE VISION
Previously employed by Hushup Events as Consulting Project Director, overseeing all aspects of Hushup Cinema ™, I envision a retro-vibe with 21st century nuances to give attendees that feel-good, superb experience. The concept would bring a comforting sense of nostalgia while also honouring social distancing.
Eager to bring back the live component, I envision an elaborate custom drive-in theatre, complete with food stands providing contactless in-car catering services, a stage to host drive-in stand up comedy shows, and space for red carpet & press area that can be used for movie premieres & festival screenings. That being said the drive-in concept is certainly not limited to film screenings. Think sales & marketing events, weddings, concerts, brand experiences, presentations, conferences, product launches, even weddings and other immersive events.
To breathe new life into Elite Management’s short lived 2007 drive-in, might be challenging but thinking about the endless opportunities, doing something great in the event space, providing a new platform for conference planners, and getting Hong Kong’s suffering F&B involved are beyond exciting.
STRENGTH IN NUMBERS
So how to tackle the challenges, act fast, reach a big audience and share the risks? Japan’s film industry utilises what is known as the “production committee” approach to make films. The process involves a producer, distributor, and several other players, perhaps a toy maker or music company, getting together to share risk for a production that suits all their needs. In the Anime movie industry, a production company is a company specifically created to be a joint venture between a group of companies with the dual goals of producing something entertaining that will also recoup its costs and eventually lead to a profit.
Now I don’t necessarily believe in having to establish a joint venture, I do believe we can form a fellowship similar to King Arthur’s famed Round Table; a consortium of an event producer/company, one or more cinema operators, event space management company, film festival directors, film distributors, F&B groups, sponsors and perhaps the Hong Kong Tourism Board or other district government bodies to keep the shared experience alive during the global epidemic while simultaneously provide a platform for other live experiences & MICE events.
FINAL THOUGHTS
Would you like to see a temporary drive-in pop up event series or maybe a permanent multi-purpose drive in cinema? And if so, do you believe that a drive-in cinema could jumpstart the future of events? Please feel free to comment or share this blog post.
Although the Hong Kong Government might not allow this type of gathering just quite yet, I have the concept ready to go as soon as social distancing regulations begin to ease. Plenty of experience when it comes to organising events, if you would like to collaborate, hire me on a consultancy/project basis or full-time in order to bring this concept to life, please contact me at olafhessing@gmail.com . I'd love to hear from you
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Source Materials: South China Morning Post, Deadline.com , hongkonghustle.com , Hong Kong Transport Department, bizbash.com, cinematreasures.org