'A beacon of light': IFC had never played its films in drive-ins before the pandemic, but the unconventional shift has kept the company in business.
Key Points
A view of the screen during the Los Angeles advanced screening of IFC's "The Rental" at Vineland Drive-In in City of Industry, California.In March, when movie theaters were shutting down and major Hollywood studios were shuffling their film release dates, the head of distribution for IFC Films was cold-calling snack bars at drive-in theaters to speak to their owners.
IFC's horror film "The Wretched" was released in May and has garnered more than $1.7 million in ticket sales, fueled by a strong showing at drive-ins, Bocco and Schwartz said. "IFC has been a beacon of light for the industry by supporting the theatrical experience and never wavering from their commitment to consumers and filmmakers alike by adapting quickly and finding a great partner in the drive-in movie theaters that have maintained the big screen, communal experience throughout the course of the pandemic," said Paul Dergarabedian, senior media analyst at Comscore.
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