Public Art
Prediction: With drive-in theatres making a comeback, we will experience outdoor public art installations from our cars as well.
With cultural institutions and location-based entertainment (LBE) centres temporarily closed around the world amid COVID-19, experiencing indoor arts and culture (aside from virtually in our homes) is on hold.
Drive-in theatres are garnering attention, with demand beyond screening movies. The Brackley Drive-in in Prince Edward Island, Canada is planning to host school graduations, concerts, and even weddings.
“The last couple of weeks, it’s just kind of snowballed with the innovative requests to utilize the drive-in in a safe way, in a social distance way going forward into the season ... ways that I never thought of," said owner Bob Boyle.
Parking will be staggered, creating at least 10 feet between vehicles, and people will be required to stay in their vehicles. The audience will watch from their vehicle, listening through the drive-in’s standard FM transmission (the outdoor sound system would be disengaged to ensure people stay inside their vehicle).
Drive-ins could be an opportunity to showcase public art as well, enjoyed from our vehicle’s windows while tuning into the accompanying audio track on our car radios.
I also envision brands re-imagining experiential marketing in this way beyond live-streaming events to our home. If this is something you’re interested in exploring, reach out. As a recognized thought leader on all things immersive, I have plenty of ideas and I’m happy to work with you as we navigate this “new normal” together.
UPDATE: After writing this post, my friend Linda Hollier shared with me the exhibit “Immersive van Gogh” postponed its May 1 opening in Toronto due to physical distancing requirements and is now offering “drive-in” viewings in June 💥
Need expert help with your digital strategy? Learn more about my consulting services here.
Book me as a speaker for your next event.
Get your copy of “Augmented Human” (available worldwide in 5 languages) here.
Follow me on Twitter: I’m @ARstories
