For nearly 70 years the drive-in theatre has entertained Australians. From special nights out with the family, to first dates, the drive-in is a romantic and nostalgic part of our past. The Coburg Drive-In is one of the last functioning drive-in venues in the country and it was starting look a little tired. We needed to find a way to make Victorians fall in love with the experience again.
The Coburg Drive-in’s age, is its most valuable asset.
People love a unique destination, and a genuine, vintage venue is something that most cinemas can only dream of. In an era where everyone can watch most movies in their lounge room, a unique venue is vital.
We decided to really celebrate Coburg’s senior status and recapture some of the magic from the golden era of drive-ins; the 1950s. We threw out the modern menu boards and replaced them with lively, hand painted designs and illustrations, inspired by 1950’s diners.
We also created cut-out standees as a photo opportunity and ensured that every billboard, directional sign and on-screen announcement remained on theme.
Their new ‘retro’ personality opened a new chapter for the venue in showing nostalgic movies. A trend which has been embraced by the community.