Drive-in cinemas are turning hot in a few Chinese metropolis like Beijing and Shanghai when the country sees growing private car owners.
Liu Jinhua, a young female working for Beijing Tongrentang pharmacy, was quoted by Saturday's China Daily as saying that she goes to a local drive-in cinema at least once a month with family or friends.
"The atmosphere here is different from watching movies in indoor cinema or at home," Liu said.
Maple Garden Drive-in Cinema, the one she usually drives to on her Volkswagen Sail sedan, is tucked away in a dense grove in northeast Beijing.
"The largest benefit the audience gets in drive-in cinemas is that it provides them with a more comfortable environment," said Wang Qishun, general manager of the cinema.
People can do whatever they like in cars, smoking, chatting, or making a phone call without worrying to disturb others.
"I enjoy the cozy environment and cheap price there," said an audience surnamed Li.
It costs each car 80 yuan (US$9.7) to enter the cinema.
On Valentine's Day this year, the cinema received a record 400 cars. It was also the only cinema allowed to open in Beijing during the outbreak of SARS (severe acute respiratory syndrome) last spring.
"China is entering an era of cars and drive-in cinema is a good way to bring together cars and movies," Wang said.
Chinese are turning their back on cinemas in the past decade to watch VCDs and DVDs at home.
Chinese film market needs new ideas to drag them back, he said.
Wang's cinema has taken part in the Beijing Xin Ying Lian Film Co., which enables it to put on newly released films.
"Drive-in cinema is still a new thing in China and not all cities are ready to run the business," Wang said.
Founded in 1998 with a total investment of 8 million yuan (US$970,000), Wang said the cinema has yet to get all the investment back though its annual ticket revenue grew by 30 percent in the past two years.
The cinema, able to hold 200 cars, receives about 50 cars on weekdays and 80 at weekends.
(Xinhua News Agency March 13, 2004)
