Summer Cinema showcases set


NEW YORK -- Harkening back to the days of drive-in movies, Summer Cinema is rolling out a series of outdoor movie venues across the country.

Beginning July 6, five cities (Los Angeles, San Francisco, Chicago, New York and Miami) will offer outdoor movies six nights a week for eight weeks. New releases like The Simpsons Movie and Fantastic Four: Rise of the Silver Surfer will run as well as cult classics like Napoleon Dynamite and The Big Lebowski.

The company behind the effort, Summer Entertainment, which originated in Melbourne, Australia, currently includes British Airways and MasterCard among its clients. U.S. sponsors from the automotive, financial services and media categories will be announced shortly.

President James Tutton said, "We're going back to the romance of the drive-in where it's not just about the movie, it's about the experience. This provides a unique touchpoint for the brand." Venues, which target an affluent audience ages 21-34, will hold up to 4,000 moviegoers.