Walmart announced a partnership with Tribeca Enterprises (most notably the purveyors of the film festival of the same name) that’s set to convert 160 store locations into makeshift drive-in movie theaters.
The move is an extension of the existing Tribeca-led Drive-In program that has already announced events for a handful of cities, including Los Angeles, New York, Miami, Seattle and Arlington, Texas, with help from IMAX and AT&T. The Hollywood Reporter has a bit more detail about the new initiative. Details are still pretty thin, but the involvement of such a ubiquitous retailer could help extend the program to communities outside of the aforementioned urban centers.
Starting in August at select Walmart stores, we’re partnering with @Tribeca and rolling out the red carpet for drive-in movie premieres, complete with car-side 🍿and 🥤service. Stay tuned for more details. See you at the movies! https://t.co/JfUPB6QK8C pic.twitter.com/t4Enk8aYzLLoading...
— Walmart (@Walmart) July 1, 2020
Walmart Drive-In follows a number of smaller scale initiatives that have helped the largely extinguished category see a resurgence as consumers are understandably wary of returning to an indoor theater experience as COVID-19 continues to spike across the country. Most theaters have relied on older films — in fact, Jurassic Park recently hit number one at the U.S. box office nearly 30 years after its release on the strength of the new trend.