Drive-In Theater

Project Book

A Movie Under The Stars

Were Now P laying

Table of Contents

1.0

Research

1.1
1.5
1.7
1.8
1.9
1.11
1.12

Drive-In
Theater
11
3

- Research Paper
- SWOT Analysis
- Current Brand
- Competitive Landscape
- Creative Brief
- Target Audience
- Brand Personas

2.0

Creative Process

2.1
2.2
2.3
2.4
2.5
2.6

- Mood-board
- Toolbox
- Logo Development
- Motion Development
- Website Development
- Mobile App Development

3.0

Style Guide

3.1 - Detailed use of logo
3.5 - Fonts
3.7 - Colors
3.9 - Graphics
3.11 - Photos
3.12 - Media Guidelines

4.0

Final Designs
4.1
4.3
4.6
4.7
4.8
4.9
4.10
4.11
4.12

- Info-graphic
- Online Media
- Mobile
- Poster
- Business Card
- Bags
- T-Shirt
- Bumper Stickers
- Radio Ad

1.1
1.5
1.7
1.8
1.9
1.11
1.12

- Research Paper
- SWOT Analysis
- Current Brand
- Competitive Landscape
- Creative Brief
- Target Audience
- Brand Personas

To Inspire The New Generation . .

6

1.0
Research

1.1

1.2
Lets turn drive-in theaters into entertainment venues that do much more than show
movies; they have the potential to become a showcase of multiple tastes, pleasures
and emotional experiences through food, movies, and music, and perhaps the best
part, it can all be experienced with family.

Research Paper

Abstract
The Research explores the drive-in theater genre in
todays motion picture theater industry. Resources
used are intended to exemplify other drive-in theaters
in America and suggest modern methods that can be
applied to Shankweilers Drive-In. It also describes
features and benefits that have changed the drive-in
theater culture in entertainment and attraction classifications. The emphasis is on redefining Shankweilers Drive-In Theater in the local community through
improving marketing and advertising strategies. An
initial question is if the drive-in theater market is able
to sustain a brand presence and, if so, how to obtain a
competitive position in such a market. In analyzing the
fields history and strengths, the research revealed an
interest in digital technology for direct advertising with
the current target audience. The nostalgic affiliation of
the industry is an important part of individual drivein theaters. Reassigning the traditional movie going
culture of the drive-in theater from simply cars and
movies to something new would mean a redefinition.
This would mean changing the existing association to
something new, but relatable, like a digital movie entertainment option for new releases that offers low-cost,
memorable family experiences. Shankweilers Drivein theater is able to sustain a presence in the motion
picture industry and increase profits. Employing new
elements of design in color, typography, and images in
marketing campaigns can align the brand presence with

a family while still maintaining the attention of a young

adult audience. Examples of intended imagery, typography and colors as well as 70s and 80s advertisements
are presented along with specific use of each design
element in marketing materials and website design.

Problem Solving
To inspire the new generation of movie industry customers, they have to become diverse and partake in the
drive-in culture. The customer must first know that
drive-in theaters are not a dying breed; they never
really died out. According to Don Sanders, theyve been
coming back for a couple of decades now. Drive-ins
are a uniquely American institution (Humphrey, 2012).
Developers in Texas are beginning this year to launch
Coyote Theater in Trinity Uptown. This will be the first
drive-in theater in Fort Worth in more than a decade.
Since the business owner first launched his plans for a
new drive-in theater, he has received calls of excitement
from local customers. The venue plans to be first-run
digital movies, fan-misted cabanas, playgrounds,
first-class food, beer and wine, hitching posts for
customers who arrive on horseback, soundtracks that
play through car radios in English and Spanish
(Humphrey, 2012). This experience sounds like a
five-star drive-in theater theme park, and has a rich

movies, and music, and perhaps the best part, it can all
be experienced with family.
interest in establishing the traditional while simultaneously emphasizing the new features that are entertaining in todays culture.
In 1933 drive-ins became an icon of American culture,
and a typical weekend destination not just for parents
and children, but also for teenage couples seeking some
privacy (History.com, 2012). The landscape changed
after the 1950s due to the rising price of real estate,
especially in suburban areas, combined with the growing numbers of walk-in theaters and the rise of video
rentals to curb the growth of the drive-in industry.
Today, fewer than 500 drive-in theaters survive in the
Untied States (History.com, 2012). Theater owners are
now battling the economy and find most of their customers are visiting drive-in theaters simply for nostalgia.
Reviewing the excitement of the Coyote Theater in
Texas, a refreshed outlook helps existing businesses
learn how to present a new room to grow in the current
market. Lets turn drive-in theaters into entertainment
venues that do much more than show movies; they have
the potential to become a showcase of multiple tastes,
pleasures and emotional experiences through food,

It is important to maintain a cornerstone of American

movie history. Drive-in theaters were the first to bring
the magical experience of watching a movie under the
stars (Water Winter Wonderland, 2012). As stated by
Mark Bialek, president of Drive-In Theater Fanatics
Club, "Most drive-ins were geared toward families, with
the playgrounds, and not having to get a babysitter. It is
more or less a novelty that wore off (Siegel, 2005).
Although there are alternative options for viewing
movies, the industry competes with many obstacles
such as, movie rentals, digital downloads, and lets not
forget big theater chains showing multiple movies at the
same time, providing many options. There is no experience quite like a drive-in that offers advantages afforded to the patrons such as the option of smoking without
bothering anyone or violating fire laws, talking in your
car without disturbing anyone, as well as eating in the
privacy of your vehicle. Young children could be
brought along with their pajamas and sleep in the back
seat so you wouldn't need to hire a babysitter (Water
Winter Wonderland, 2012). There is no alternative
movie experience that allows you to enjoy the outdoors
with friends and loved ones, connecting the past and
the present emotionally and physically.

Research Paper

1.4

1.3
Research Paper

Research Paper

Summary
Drive-in theaters are a unique movie experience that
can be a very valuable option for leaving home for
blockbuster movie releases. There are many additional entertainment and attraction options that can
help the niche market grow within the United States.
Showcasing new promotional events such as local food
vendors, rides, music and flea markets have all been a
successful initiative that has sustained drive-in theaters
throughout the years. Shankweilers Drive-In has pulled
through tough times before in economic downfalls and
environment outbursts. Every solution to the problem
is to rebuild; now we are focusing on rebuilding their
presence in the community and establishing an effective
brand identity that can create profits and sustain the
business for future growth.
The emergence of technology in todays movie going
environment has created a trend in mobile devices, to
access information for the consumers entertainment.
It has also set a precedence to improve technology that
has changed the quality of movie environments. Maintaining a corner of American movie history requires
shifting with the current trends and keeping a nostalgic
look of drive-in culture while continuing to create the
connection through marketing primary. To target a
great demographic of families and young adults, improving the pastime of automobile and movies to digital
movies will create a new package design that is direct

References
one-on-one marketing with customers. In creating a
brand, utilizing blue, black and white builds trust in
the business and values that customers can align with.
Orange, yellow and red will improve print and digital
advertising for cost effectiveness compared to competitors. Using black and white photography of the Shankweilers Drive-In experience will capture the memory
of a nostalgic moment. Using spot coloring to highlight
the facts, features, and benefits of the theater will align
the truth with the target audience in marketing materials. Effective typography presents the information to
the audience in advertising and visiting the website.
The typefaces selected create simplicity and set a tone
for the fun and unique nature of the drive-in theater.
Incorporating some style from the 70s and 80s drivein advertising style will connect the past to the present
audience. All the design elements are geared towards
creating a modern approach to drive-in theaters, but
welcome the nostalgic presence and history of the industry. Through applying researched trends and events,
Shankweilers Drive-In Theater can revitalize it presence in the local community.

Atkin, R. (1998, August 5). Drive-in movies: Featuring

families. Christian Science Monitor. p. B1.
Crable, C. H. (2010, July 21). Drive-in theater keeps memories alive . Retrieved June 7, 2012, from Gardner News :
http://gardnernews.com/drive-in-theater-keeps-memoriesalive/
Davis, Heather. (2006, August). The Comeback of Drive-Ins.
Retrieved June 16, 2012 from Beckys Drive-In Theater:
http://www.beckysdi.com/main/comebackofdriveins.pdf
Drive-Ins.com. (1999). Drive-Ins.com - Shankweilers
Drive-In. Retrieved March 2012, from Drive-ins.com: http://
www.drive-ins.com/theater/patshan
Ford, Johnathan. (2006, October 20). Which Came First The
Packaging Or The Advertising. From AIGA: http://www.aiga.
org/which-came-first-the-packaging-or-the-advertising/
Hallock, Joe. (n.d.). Color Assignment - Color Association.
Retrieved June 16, 2012, http://www.joehallock.com/edu/
COM498/associations.html
History.com. (2012). Jun 6, 1933: First drive-in movie theater
opens. Retrieved June 7, 2012, from History: http://www.
history.com/this-day-in-history/first-drive-in-movie-theateropens

Humphrey, P. (2012, March 30). Developers of planned

drive-in theater say construction is near. Retrieved June 7,
2012, from Fort Worth Business Press: http://www.fwbusinesspress.com/main.asp?SectionID=24&SubsectionID=49&ArticleID=18400
Sandars, D., & S. (2002). 10 Drive-Ins Worth a Detour.
Retrieved June 16, 2012 from Beckys Drive In Theater:
http://www.beckysdi.com/main/index.php
Shankweilers Drive-In Theater. (2012). History. Retrieved
2012, from Shankweilers Drive-In Theater: http://www.
shankweilers.com/history.html
Siegel, K. (2005). Sun Down at The Drive-In. Retrieved June
7, 2012, from Pop Cult: http://www.popcultmag.com/
obsessions/fadsandphenoms/drivein/drivein.html
Sullivan, K. (n.d.). Perception of Images in Advertising and
Impact on Consumers Lives. Retrieved June 16, 2012 from
Ethica Publishing: http://ethicapublishing.com/ATEOI_ch2.
pdf
Water Winter Wonderland. (2012). Drive-In Theater History.
Retrieved 2012, from Water Winter Wonderland: http://
www.waterwinterwonderland.com/driveinhistory.aspx
White, A.W. (2002). The Elements of Graphic Design. New
York, New York. Allworth Press

1.5

1.6
The Mood Board reflects the study of images, color and words to visually define a path to revitalize Shankweilers
Drive - In Theater. In combining the take always from each category we can effectively create a spark that appeals
to the brands emotion, characteristics and style. Consistency in brand identity, showcase the rich history of Shankweilers Drive-in Theater, using a traditional display font or slab font, change colors, create additional features
with events and tap into digital technology trends for advertising will move the business into a new generation of
Drive-In Theater experiences.

SWOT Analysis

Communication
Poverty

1934

Excitement

Visibility

Feminine

Weakness

Opportunities

Threats

Death to
Italics

Summer

Internal

Strength

External

Awareness

Hope

Passion

Retro

Objective of Analysis
To analyze the current state of Shankweilers Drive-In, to revitalize the brands awareness in the motion
picture industry.

One Environmental

Happiness

Revitalize

SWOT Analysis

Strength

Weakness

- Historical presence
- Local support and word of mouth
- Provide a unique movie experience
- The first drive-in theater to adopt new technology trends
- Double feature for the price of one admission
- Family outing alternative vs baby-sitter and dinner
- Attract a broader audience not just local participants

- No connections in the motion picture industry

- Unsuitable technology to accommodate industry standards
- Utilizing a single screen
- Lack of willing financial support to push bigger initiatives
- Not knowing the historical impact of business
- Lack of passion to remain operating

Opportunity

Threats

- Utilize land for better financial results

- Upgrade digital equipment for better competitive experience
- Create connections in the industry
- Utilize local business for services/food
- Accommodate a second screen
- Showcase both 35mm films and digital films

- Repair costs and support for new technology

- Seasonal business that can effect cost of new equipment
- Local activities that take away from weekend business
- Development propositions to buy land
- Lack of persistence and commitment
- Entertainment options that keep families at home

1.7

1.8
Current Brand

Competitive Landscape
The logo is actually the sign that lights up to indicate
Shankweilers is open for business. The website is
outdated, the current design doesnt capture the unique
culture of the drive-in.

Currently Shankweilers Drive-In Theater thrives from

past acknowledgments and word of mouth within the
community and selects articles that represent them as
the oldest drive-in theater.

Beckys Drive-In
A local drive-in theater located two townships
over from Shankweilers Drive-In. Features a double screen, broad customer base and unique food
selection at the concession stand.

Rave Motion Pictures

An Online movie database that charges a low cost
monthly to view a large quantity of classic movies,
TV Shows, and children shows in the comfort of
our home.

Redbox
A vendor machine that allows the customer to get
the latest movie releases convenient to home.
Also charges a low cost to rent and require no
subscription just grab and go.

1.9

1.10
Creative
Brief
The
Brand

Creative Brief

Overview
Shankweilers Drive-In is a classic American pastime
that features outdoor movie viewing for families that
would like to discover a new experience. The analysis of the brand focuses on history, culture and the
unique emotional connection Shankweilers provides
for its audience.

Key Tenants
Resilient Enjoyable Unique

Mission

Vision

The mission is to continue providing a unique family and friends culture for visitors that are seeking an
evening out or an afternoon out during Spring, Summer
and Fall.

Position

The vision is to consistently have a big return from

customers through partnering with local businesses,
special events and adding more features such as shopping, produce and music to the movie feature at Shankweilers. Currently celebrating the 79th Consecutive
season of being open they would continue to provide a
unique culture experience as the oldest drive-in theater
in America for more seasons.

Shankweilers Drive-In Theater is the second oldest

drive-in theater. Opened in 1934 by Wilson Shankweiler it continues to build its reputation from a nostalgic
perception ofdrive-infans.

Features

Value
Coming to Shankweilers gives the customer more for
their buck with double feature shows, concerts and
fresh produce. The venue is local and closer to home
which allows the customer to have an emotional experience with family, friends and loved ones. The customer
doesnt have to go to far from home for entertainment.

- Double Feature Films for a low cost

- Digital movie experience
- Concession Stand
- Local Produce
- Concerts
- Outdoor
- Stay in the car

1.11

1.12
Target Audience

Brand Personas

Family & Friends

The drive-in theater embodies a very large customer
base. Currently there is a audience for older generation
age 55 & up. This particular generation celebrates the
pastime a reflection of when drive-ins were considered
their prime.

Two brand Personas were created to help identify specific age groups to target. The brand Personas also help develop
specific features and benefits Shankweilers drive-in final brand assets are developed.

Name - Tiffany
Location - Bethlehem, PA
Age: 25

Name - Gretchen
Location - Allentown, PA
Age: 40

As of today the drive-in customer base are family

homes. Adults 27 - 40 years of age with children 5 to 14.
The creative strategy not only encompasses an older
generation, family and children but specifically targets
young adults 21 - 25.

Growing up in center city Bethlehem Tiffany is familiar

with a lot of the local shops and landmarks. Her routine
before work is grabbing coffee from a local a couple of
blocks away from her apartment before work. She
works for Lehigh Valley Hospital in the emergency
room attending patients that need assistant during
recovery. She is constantly on the move when she
arrives at work; takes small breaks to enjoy listening to
music and catching up with gossip magazines. When
she gets off of work she regularly stops at a local bar or
cafe for dinner. During the day she has light snacks that
keep her mobile, in the evening she will typically have a
salad, sandwich, fruit or visit her parents house for a
home cooked meal. In the evening she catches up with
friends via phone or Facebook to get a scoop of the
drama between acquaintances.

Gretchen is a career woman, mother, wife and events

coordinator. The reason she considers herself a coordinator is because of the multiple calendars she maintains
to keep her family organized. On a typical day she
wakes up early to get the kids ready for school, checking
homework, making breakfast and making sure all
lunches are packed. When she arrives at school she
reviews math assignments for the upcoming curriculum
to make sure her students are well prepared for the
week. If she is early enough she can catch-up with other
teachers and talk about cultural topics such as history
and books. She eats lunch is the cafeteria often, being
that she is limited on time to make her own in the
morning. Her husband is a football coach for the school
district she often is attending after school sports activities. The kids also participate in Girls and Boys Scouts,
baseball and swimming at the YMCA. As a family they
like to go on family adventures and re-connect with one
another over dinner or vacations.

2.1
2.2
2.3
2.4
2.5
2.6

- Mood-board
- Toolbox
- Logo Development
- Motion Development
- Website Development
- Mobile App Development

Community is part of the culture

2.0
Creative
Process

2.1

2.2
Mood-board

Creative Guide/Toolbox

Community/Culture
Community is part of the drive-in theater culture
being there arent as many drive-ins national. Ones
that did survive the 80s and 90s share a bond with
the
local
community.
The images
capture the fun day
Key
Tenants:
Community
/ Culture
out at the theater as well as a fun casual evening out.
Narrative
Events,
Feature,
The
spots onWords:
the leftCommunity,
corner indicate
the sun
and in
Day,
Open,
Play,
Trendy,
Young,
Novelty,
Popular,
the lower half of the board the light from a projector
Outdoor,
eclipses
theEntertainment
audience.

Images are community and group inspired, evening and

daytime events focused on produce, shopping, movies
and concerts. Images can combine both family, friends
and food outdoors during business hours.
Drive-In Theater

Image Palette

Patterns/Vectors

Color Palette

Page Hierarchy

Typefaces and Size

Headline
Sub Headline
Body Copy

Rockwell - 25 pt +
Century Gothic - 16 pt +
Georgia - 11 pt +
Jenna Sue - 50 pt +

Color Values - RGB:

42 111
105 160
148 192

246 221 242

241 78 153
222 38 109

Typefaces:

Century
Myriad Pro - Regular
Myriad Pro - Bold

RGB:
42, 105, 148
111, 160, 192
246, 241, 222
221, 78, 38
242, 153, 109

Tag-line/Call-

2.4

2.3
Logo Development

Motion Development
The logo is a modern approach with some new ideas for how the drive-in theater can transform during the daytime and evening. The simple icons represent
the diverse social atmosphere that the drive-in theater will bring during different
events. The icons make the logo extremely versatile in how it can change between
entertainment category, which can be reflected in memorable vector designs to be
exchanged with the current set of designs.

Community and culture is a lot of fun, its the only dynamic mod board concept
that uses video, images and animation. There was some great video that featured
a outside shopping communities. The dynamic board is focused on the horizontal
composition theme in the static mood board. To take the dynamic board further,
the animation features some of the shifts that are displayed in the mood board as
well. Whats more cultured then drums? The sound has a simple beat but catchy
pace that helps bounce the board from sequence to sequence.

Sketches

Motion Screen-shots

Final Logo

Drive-In Theater

2.6

2.5
Website Development

Mobile App Development

Websites are narrative spaces where stories can be enacted, or emerge (Tangerine,
2011). To keep the information flow quick and accessible the titles allow the user to
jump right into a group of information. The mobile application is very fun and adds
an shopping list feature. The sticky notes becomes apart of the vendors that are hosted on that particular day and allows the customer to create a list of things to buy.

Website Wire-frame

Website Design

APP Wire-frame

App Design


3.1 - Detailed use of logo
3.5 - Fonts
3.7 - Colors
3.9 - Graphics
3.11 - Photos
3.12 - Media Guidelines

Something Old, Something New

3.0
Style Guide

3.2

3.1
Detail Use Of Logo

Detail Use Of Logo

Clear Space

Stacked

The letter X is the same

size as the smallest capitol
letter in the logo.

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s
s

Drive-In Theater

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s
s

Horizontal

Drive-In Theater
s

Drive-In Theater

Drive-In Theater
s

Please Do...

Icons must always be stacked in the same arrangement: Movie, Produce, Music and Shopping.

3.3

3.4
Detail Use Of Logo

Detail Use Of Logo

Alternative Use

Solid colored backgrounds can be used, only brand color

and patterns with the exception of the color orange.

Please Dont...

The only alternative color for the logotype is white, dark

blue should always be the primary logotype color.

Drive-In Theater

Drive-In Theater

Drive-In Theater

Drive-In Theater
Consistency is Key

Drive-In Theater
Drive-In Theater

Were Now Playing

DONT change logotype, icon and tag-line colors

DONT stretch logotype, icon and tag-line
DONT change tag-line or logotype font
DONT use square backgrounds for icons

3.6

3.5
Fonts

Fonts

Logotype Font
use only for logo

Couture
abcdefghijklmnopqrstuvwxyz

25pt or bigger
Web or print

Rockwell
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ

16pt or bigger
Web or print

Century Gothic
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ

11pt or bigger
Web or print

Georgia
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ

50pt or bigger
Print only

Jenna Sue
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOP QRSTUVWXYZ

Now Playing

Now Playing

7:00pm & 9:00pm

The typefaces presented are an example of the tone that is captured
for both a nostalgic perspective and a modern approach to combining
fun and expression. Only simplicity combined with expressiveness
will make the message both legible and interesting

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Headlines
Should always be in Rockwell (Regular)
Sub-Head
Should always be in Century Gothic
(Regular) or (Bold)
Body Copy
Should always be presented in Georgia
(Regular)

Tag-line
Should always be in Jenna Sue
(Regular).
Brand Statements
Can also use Jenna Sue, specific callouts that speak to the customer (fontsize should still be more than 50 pt or
bigger.

Something Old, Something New

3.7

3.8
Color

Color

Transparency

Secondary Color

Blue is the color of Loyalty, youth and social media.

The accent colors cream, peach, orange represent the
warm seasons spring, summer and fall which speaks to
the seasons of the brand.

75%

RGB
Web

42 111 246
105 160 241
148 192 222

CMYK
Print

87
56
23
4

221 242
78 153
38 109

Primary Color

50%

Icon background
25%

58
26
14
0

3
3
13
0

8
84
100
1

10%
Cream text should be
used on a background

Primary Color
Logotype and Headline background
Call-Outs/Tag-line
Background and Text

Secondary Color
Sub - header background color

2
47
59
9

3.10

3.9
Graphics
The graphics specification is very simple and clever, the
patterns to the right allow the user to create a grid, visual alignment and group information. With the exception
of the modular grid each vector element can be used
with images and solid colors.

Bring it together

Chevron, Sun Ray on image, cream image background

color (suggested).

To emphasis a particular call-out, the chevron is used

to highlight a piece of text or image. Rounded corners
should be used on all free standing solid colors or images. All Photography is community, friends, family and
events inspired. No images should be used as a silhouette against a colored background. All images should be
taken within the drive-in environment.

No Sun Ray, Modular grid, Chevron, solid color (a little

more fun).

Graphics

3.11

3.12
Photos

Media Guidelines

Website
Website is 800px by 1000px
Height can expand to adhere to the blog format/content.

Two column layout, left sidebar should be

quick links and secondary navigation.

Black and White

Photos can only be
used in reference
to the past of the
Drive-in Theater.
Photos are not to be
the primary imagery
for brand communication.

The imagery is meant to capture the customer experience at Shankweilers Drive-In.

Column backgrounds are transparent with

rounded corners to compliment the logo.

3.13

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Media Guidelines

Media Guidelines

Poster
The Call-Out must always
be print at the top with
photo of the featured
event.
Always state the month of
the event followed by Entertainment and events.
Events should always
be presented within
themodular grid.

Swag

T-shirts, Hats, Bottles, etc are the only instance when

the icon can be individually placed within the media
guidelines.

From Our Community To Your Home

When using the logotype icons and logo must always be

stacked or horizonta use of logol.

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&

Month Of July Entertainment

Events
19th Disneys Brave
Cloud Atlas

Movie

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Drive-In Theater

7pm & 9pm

7pm & 9pm

25th The Band

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Drive-In Theater

The Band is a local rock group

that covers various 80s and 90s
hit songs.

Our local farmers have a selction

of fruits and vegetables.
Crystal Spring Farm
Prydenjoy Farm

12pm til 4pm

starts at 6pm

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Drive-In Theater

22nd Afternoon

With Friends

Getting out for the day couldnt

be easier. Come see what local
artists and shops have for you!

12pm til 4pm

Drive-In Theater

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Dinner provided by Villa Rosa

Italian Restaurant

Cloud Atlas

Shopping

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Drive-In Theater

The classic of drive-in movie.

Showing: Grease 1 & 2

7pm & 9pm

21st Fresh Produce

Now Ptag-line
laying
Individual icons can be usedWere
with
only. Icons
can be placed with webWere
address.
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25th Dinner and A

20th Disneys Brave

Logo, Tag-line and Web

address must aways be
present at the bottom of
poster.

3.14

Were Now P laying

www.shankweilers.com

Were Now Mobile

Drive-In Theater

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Drive-In Theater

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Drive-In Theater

4.1
4.3
4.6
4.7
4.8
4.9
4.10
4.11
4.12

- Info-graphic
- Online Media
- Mobile
- Poster
- Business Card
- Bags
- T-Shirt
- Bumper Stickers
- Radio Ad

Were Now P laying with technology

4.0
Final Designs

How Social
Media Defines
Shankweilers

The Infographic is a visual

representation of company
history and research to
rebuild Shankweilers DriveIn brand identity through
reaching customers through
a social media platform.

Who We Are

We Are Targeting

Wilson Shankweiler established Shankweilers Drive-In. Pennsylvania's first

Drive-in, which is the second Drive-in to
open in America Orefield, Pennsylvania,
on April 15th, 1934 (Shankweiler's DriveIn Theater, 2012). Shankweiler's may well
be the oldest one in the world to have
stayed open continuously. Proven to be
resilient the theater has adopted to most
major technology trends in the drive-in
theater industry.

Women age 18-29 30-49

79

Something Old,
Something New

2013

Consecutive Years

Digital Technology Trends

1948 - Speaker Poles are Installed

Digital HD
Projector

There is no alternative movie experience that allows you to enjoy

the outdoors with friends and loved
ones. In addition there will be shopping, music and local produce to
enhance the experience and options.
Going mobile and online will
inspire a younger generation to
participate.

4.2Using
MediaTA
Tiffany

Persona

25 yrs old, a nurse, visits small cafes,

drives a Toyota, smartphone owner,
Target shopper, local, attends church.

Gretchen

Using Images/Patterns
All photography is community, friends,
family and events inspired. No images
should be used as a silhouette against a
colored background. All images should be
taken within the drive-in environment.
The imagery is meant to capture the customer experience.

Persona

40 yrs old, married, two kids, Meeting

friends, vacations, crafts, scrap booking,

Green living, Home Living, Internet

Using Color

1986 - FM Radio Broadcasting

Blue- Loyalty,
youth and social.
The accent colors
cream, peach,
orange represent
the warm seasons
spring, summer
and fall.

2002 - Digital Quality Surround Sound

Oh... Social Media!

To inspire the new generation of movie
industry customers, they have to become
diverse and take action in the drive in
culture. The customer must first know
Drive-In Theaters are not a dying breed.
The greatest opportunity to reach a
younger group is through social media.
According to Pew Internet Research, 69%
of online adults use social networking
sites.

Social Media Community

69%
Adults Online

75%
Women Online

63%

Men Online

46%

Users Post Photos

designed for sharing images.

20%
Use Linkedin
16%
Use Twitter

66%
Use Facebook
12%
Use Pintrest
12%
Use Instagram

Drive-In Theater

RGB
Web

42 111 246
105 160 241
148 192 222

CMYK
Print

87
56
23
4

58
26
14
0

3
3
13
0

221 242
78 153
38 109
8
84
100
1

2
47
59
9

Info-graphic

Using Typography
Rockwell
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ

25pt or bigger

Century Gothic
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ

16pt or bigger

Georgia
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ

11pt or bigger

Jenna Sue
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOP QRSTUVWXYZ

50pt or bigger

Now Playing

web or print

web or print

web or print

FIRST

LETS
EVEN
FRESH
FOR F

TAGL

SHAN
WERE
WATC
AT W

print only

Now Playing

7:00pm & 9:00pm

The typefaces presented are an example of the tone that is captured
for both a nostalgic perspective and a modern approach to combining
fun and expression. Only simplicity combined with expressiveness
will make the message both legible and interesting

Were Now P laying

Onli

References:
Shankweilers Dr
Brenner, Joanna
Pew-Internet-So

4.4

4.3
Online Media

Online Media
Facebook is a great way to expand advertising and information within cultures and groups Online. The idea
is to always keep our customers integrated via news
feed, ads and event information. Twitter is also a communication to that takes hold of groups and community
like a virus. The affiliations are more focused on busi-

ness-to-business and customer to business engagement.

The newsletter takes a feature the company currently
has and makes an e-mail visual and informative. Each
e-mail will have an overview of the weeks events coming up. The subject line will be Upcoming Events for
Shankweilers Drive-in.

Facebook

4.5

4.6
Online Media

E-mail Newsletter

The mobile application was designed with iPhone application features, user experience and App Design Strategies (IOS Developer Library, 2012). The design reflects
the focus on images as a visual for navigation, there is
very little text except for times and titles of events with
brief descriptions of the vendor or movie. The goal is to
bring drive-in users a mobile experience into the culture and events at the drive-in.

Mobile App

Drive-In
Theater
Drive-In
Theater

Drive-In
Theater
Drive-In
Theater

Drive-In
Theater
Drive-In
Theater

July19,
19,2012
2012
July

July19,
19,2012
2012
July

July19,
19,2012
2012
July

7/19 7/20
7/20 7/21
7/21
7/19

Information
Information

7/23 7/24
7/24 7/25
7/25
7/23

Directions
Directions
North
309
PA,
Heading
towards
North
309
PA,
Heading
towards
Tomaqua.
Tomaqua.

TheBand
Band
The
6:00
pm
6:00
pm

Directions
GetGet
Directions

ContactUsUs
Contact

WereNow
NowPlaying
Playing
Were
Double
Feature
Double
Feature

Brave,
7:00
pm
Brave,
7:00
pm
Cloud
Atlas,
9:00
pm
Cloud
Atlas,
9:00
pm

ii

P.O.
Box
311,
Whitehall
Pa,
18052
P.O.
Box
311,
Whitehall
Pa,
18052
610-481-0800
610-481-0800
CallCall

Email
Email
Us Us

The
Band
local
rock
group
that
The
Band
is is
aa
local
rock
group
that
covers
various
80s
and
90s
covers
various
80s
and
90s
hithit
songs.
The
lead
singer
Chris
songs.
The
lead
singer
is is
Chris
Steward,
back
second
Steward,
back
forfor
aa
second
performance.
performance.
Price
admission:
per
adult
Price
ofof
admission:
$5$5
per
adult
To Calendar
AddAdd
To Calendar

Share
Share

4.7

4.8
Poster

The print work includes a business card, T-shirt,

shopping bag, bumper sticker and poster. There
are tons of deliverable to make the brand standout but
the selected deliverable allow for more flexibility with
a small budget. Most media will be Online, the call to
action is to visit the Online website or interact with a
mobile device to access events and movie times. The
logo icons can be used together or independent, this

idea promoted a consistency in allowing the customer

to wear or group the icons together anyway they want.
The T-shirts and bumper stickers are an assorted group
that can be placed together at the customers satisfaction. The posters will be used in local businesss to
feature the most popular entertainment venues that will
be hosted throughout the month.

Business Card

4.10

4.9
Bags

T-Shirt

4.11

4.12
Bumper Stickers

The Radio skit targets customers that may not be interested in accessing information on the web. There is
also significant older customer base that listens to radio
stations routinely for advertisements. There is still a
nostalgic connection between a car and a nostalgic
pastime such as a drive-in theater that creates a great
undertone for the customer.

Radio Ad

FIRST PERSON:

SECOND PERSON:

LETS TAKE A BREAK FROM THE SAME

OLD EVENING OUT, I JUST WANT TO ENJOY THE FRESH AIR... WHATS A GOOD
ALTERNATIVE FOR FUN?

LAST WEEK A FRIEND WENT TO SHANKWEILERS DRIVE-IN WITH HER FAMILY

AND HAD A GREAT TIME IN THE PAST
THEY SHOWED ONLY MOVIES BUT NOW
HAVE SHOPPING, FOOD AND MUSIC
EVENTS. LETS CHECK ONLINE TO SEE
WHATS FEATURED TONIGHT, WE MIGHT
CATCH A DINNER AND A SHOW.

TAG-LINE:
SHANKWEILERS DRIVE-IN
WERE NOW PLAYING
WATCH. EXPLORE. EXPERIENCE. SHARE
AT WWW.SHANKWEILERS.COM

Note:
All images were aquired through Foter.com, Sxc.hu and Google.com. Before
using be sure to reference the orginal photographer and source of photos
used in this book.

Text References

Shankweilers Drive-In Theater. (2012). History. Retrieved 2012,
from Shankweilers Drive-In Theater: http://www.shankweilers.com/
history.html

IOS Developer Library. (2012). IOS Human Interface Guidelines.
Retrieved October 31, 2012 from: http://developer.apple.com/library/
ios/#documentation/userexperience/conceptual/mobilehig/AppDesign/
AppDesign.htmltary/2012/March/Pew-Internet-Social-Networking-full-detail.aspx

Image References

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Bubbels. (Photographer). (2005). Film Reel [Photograph],
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Yum. (Photographer). (2004). 8mm Rollercoaster 2 [Photograph],
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Mzacha. (Photographer). (2008). Town Car [Photograph],
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Evobrained. (Photographer). (2012). Free Business Card Mockup
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Michelle OConnell. (Photographer). (2011). Brave Movie
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photos/shellewill79/6420094763/

Matt McGee. (Photographer). (2010). The Food Ticket Line!
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photos/pleeker/4739869473/

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com/photos/saipaman/5948174356/

Mollypop. (Photographer). (2008). Drive in Music Makes Molly
Happy [Photograph], Retrieved January 31, 2013, from: http://www.flickr.
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Pete Zarria. (Photographer). (2009). Lets All Go Out To The Lobby...
[Photograph], Retrieved January 31, 2013, from: http://www.flickr.com/
photos/toby_d1/3820716628/

William Marlow. (Photographer). (2011). Two of My Best Friends
Got Married This Weekend [Photograph], Retrieved January 31, 2013, from:
http://www.flickr.com/photos/williammarlow/6183733817/

... Love Maegan. (Photographer). (2010). Laundry Room+Canvas
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WikiThreads. (Photographer). (2009). Wearing Your Heart on a
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Me and the sysop. (Photographer). (2008). Wisconsin Willie Fan
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[Untitled photograph of Starry Night with Trees]. Retrieved January
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Steve Kay. (Photographer). (2008). Drive-In Dinner [Photograph],
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Anand Lai Shimpi. (Photographer). (2011). The Verizon iPhone 4

[Photograph], Retrieved January 31, 2013, from: http://www.anandtech.

com/show/4125/understanding-the-verizon-iphone-4-announcement

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Comunication Chart
http://www.panoramio.com/photo/41017910
http://www.shankweilers.com/gallery.html
http://www.goochlandgazette.com/index.php/news/article/13881/
http://foodthought.org/2010/01/double-feature.html
http://www.ehow.com/about_6497148_hd-radio-vs_-digital-radio.html
http://www.sxc.hu/photo/1024970
http://www.sxc.hu/photo/1385368
http://www.sxc.hu/photo/616726
http://www.sxc.hu/photo/962334
http://www.sxc.hu/photo/1334670
http://www.fusc.info/
http://hillary5296.edublogs.org/
http://www.tecca.com/news/2011/05/11/groupon-now/
http://www.reducedprinting.com/blog/2011/08/10/when-sponsoring-an-event-supply-promotional-materials/
http://digitalmediaservices.wordpress.com/category/feature-films/
http://www.sxc.hu/photo/899403
http://www.sxc.hu/photo/1384767
http://www.sxc.hu/photo/566219
http://www.sxc.hu/photo/756816
http://www.kouponkaren.com/free-redbox-rental-codes-2012/
http://staceyandchuck.com/stacey/date-night-2
http://retroroger.home.mchsi.com/drivein.html
http://www.sxc.hu/photo/1328867
http://www.lifeabitsweeter.com/2010_07_01_archive.html
http://blogs.villagevoice.com/forkintheroad/closing_times/
http://www.sxc.hu/photo/491195
http://www.simplyzesty.com/category/advertising-and-marketing/advertising/

Drive-In Theater