Cost of living threatening 'niche' drive-in cinemas and fast food buffets, but nostalgia offers hope

With the cost of living constantly rising, once-popular venues are struggling to stay afloat. While some drive-in cinemas experienced a resurgence during the pandemic, this form of entertainment is gradually fading, much like the once-ubiquitous all-you-can-eat pizza restaurants in an era dominated by fast-food takeaways and delivery services.

Elizabeth Heck, a creative industries researcher at Queensland University of Technology (QUT), found that only 12 "continuously operating" drive-in cinemas remain across the country. One of these is the Tivoli Drive-In in Ipswich, west of Brisbane, which originally opened in 1976 and was later acquired by Pastor Fred Muys.

Pastor Muys "wanted to create a community hub," and the venue now operates a registered charity that provides relief for people facing food insecurity and offers training opportunities for the unemployed. Film screenings are supplemented by local events, and Pastor Muys stated that without these events, the drive-in's operation "would be completely uneconomical," given the value of the land. He said, "We’ve become a bit of a retro family experience…[we’ve] reshaped the feel and the vibe to redefine ourselves.”

This ability to adapt is crucial as new technologies change consumer priorities. “Streaming has definitely had an impact on [us]…the whole cinema industry is facing struggles,” Pastor Muys said. The convenience factor has also impacted the dining industry, posing a challenge to the unlimited pizza and buffet experiences that were featured in the media in the 2000s.

Marty-Louise Vereen from the University of Queensland’s (UQ) Business School, School of Economics, and School of Law, stated that we used to think of drive-throughs and takeaways as convenient, but now it’s all “about staying home, watching movies, and getting food at home.” UQ Senior Business Lecturer Nicholas Pontes said inflation has also “pushed up” the cost of entertainment and dining out, meaning more of us only go out for special occasions.

“What used to be something people would enjoy regularly has become more of a luxury,” Dr. Pontes said. Pastor Muys said that despite the struggle to compete with technology and streaming, cheap drive-in tickets still attract crowds, sometimes selling out during summer and school holidays. “This month, we had our biggest ever crowd at the drive-in because $15 a car for two new-release movies is a great way to entertain a family,” he said. “We have deliberately kept the cost down so the average working family can afford to come.”

The rising cost of operations is linked to the dwindling number of these venues. Historically, the large plots of land needed to run drive-in cinemas were “relatively cheap compared to what they are now,” but Dr. Heck said that development is encroaching as housing demands surge. “It’s almost impossible to have a drive-in cinema in an inner-city suburb because it’s just so expensive for the operator,” added QUT urban environment expert, Mimi Tsai.

Dr. Pontes said that the costs of operating an all-you-can-eat restaurant, including food waste, hiring and training staff, meeting health and safety expectations, and renting larger premises, are also much higher now. He said that increased health awareness and “people feeling guilty when they waste food” are also factors. But Dr. Heck said that these classic venues provide customers with “novelty and social experiences,” and that such nights out also cultivate “a bit of nostalgia.”

Professor Vereen stated that the traditional all-you-can-eat restaurant and drive-in cinema businesses “are becoming more niche.” But capitalizing on nostalgia is helping some businesses stay afloat. “We’ve seen it in the way we dress, we’ve seen it in some of the things we’re willing to go out and eat or do—people are wanting to relive past experiences,” Professor Vereen said. Dr. Heck said that generations “always like to go back to things they did when they were younger.”

“I remember going to the drive-in in the 80s and 90s and thinking it was so cool and different,” she added. Dr. Tsai said that with so much competition, it is “really hard” to get people interested in niche venues. But by opting for the most convenient options, people are missing out on “exploring the culture and the meaning of these special places.” Pastor Muys is happy to see nostalgic parents creating new drive-in memories with their own children.

He said, “They’ll say, ‘Wow, I came here 20 years ago and it’s still here, this is awesome.’” “There are only two drive-in cinemas left in south-east Queensland, so it’s about keeping us alive and growing.” Dr. Heck agreed: “Things like this will always have a place, an important place.”