NEW YORK — As part of its American Icons campaign, Macy’s will celebrate the 80th anniversary of the drive-in theater by providing customers with a free showing of “The Smurfs” in pop-up drive-ins at select Macy’s stores and existing drive-in theaters nationwide.
“Macy’s American Icons campaign is an all-star salute to the American way and going to the drive-in theater is a cherished pastime that can be enjoyed by the whole family,” said Martine Reardon, Macy’s CMO. “There is great magic and excitement in attending a drive-in movie, and with this event, we can bring that experience to families nationwide.”
Throughout the month of June, Macy’s will set up pop-up drive-ins at 20 Macy’s locations and screen the film — as well as a sneak peak of The Smurfs 2, in theaters July 31 — at nine local drive-ins nationwide.
Parking will be available on a first-come, first-served basis, and to encourage customers to show up early, the retailer will offer pre-show activities, which will vary by location and may include carnival activities and giveaways.
Of course, the idea is to get foot traffic into stores. To that end, customers who shop at the retailer’s kids department on the days of the drive-ins and purchase $40 or more in children’s apparel will receive a Macy's Drive-In lawn chair souvenir.
Macy’s will hold its Great American Drive-In events at the following drive-in theaters:
• Ocala Drive-In Theatre, Ocala, Fla., June 21
• Raleigh Road Outdoor Theatre, Henderson, N.C., June 21
• Sacramento 6 Drive-In, Sacramento, Calif., June 22
• Boulevard Drive-In, Kansas City, Kan., June 27
• Hathaway's Drive-In, North Hoosick, N.Y., June 27
• Shankweiler's Drive-In, Orefield, Pa., June 27