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The digital revolution’s impact on Hollywood means that drive-ins — 60 years ago a beloved pastime for American families — are destined for extinction. But one automaker, Honda, is doing its part to try and save a bit of history.

By the end of 2013, Hollywood is expected to halt 35 millimeter film distribution to all U.S. movie theaters. While most indoor chains have all made the switch, the move imperils hundreds of drive-in theaters, given the costly switch to digital projection — estimated at $75,000 or more per screen. For small locations that don’t have volume in daily ticket sales, justifying the costs of the conversion to digital is a challenge, especially considering that for many theaters the business is seasonal, closing up during the cold-weather months.

Part of Honda’s goal is raising community awareness that drive-ins could soon become relics. But Honda is also donating digital projectors as part of a crowdsourcing campaign by its longtime agency, Los Angeles-based agency RPA.

Continue reading at AdAge.com