Walmart’s Family Film Fun: A Drive-In Movie

Ok, I know that back in the day going to the drive-in movies was all the rage during the summer.  Even I went and I have to admit it was more fun and a better experience that I had ever believed it would be.  Well Walmart is extending its brand invitation to include a drive-in move.   

With many summer camps closed, sports on hold, this year due to the coronavirus pandemic, Walmart has announced two new experiences to help bring families together for traditional fun in nontraditional ways.

So, get this first, Camp by Walmart, is a free star-studded virtual camp that brings summer activities directly to customers’ own backyards, and the second, in partnership with Tribeca Enterprises, is a touring drive-in movie theater that will transform Walmart parking lots into outdoor cinemas.

Janey Whiteside, chief customer officer, Walmart  stated “Summer hasn’t really felt like summer yet, and I know I hear every day, ‘Mom, I’m bored!’” … “Through our digital means and vast footprint of stores, we’re hoping to bring some summer fun to families across the country. We know Walmart plays a role in our communities that extends far beyond getting them necessary supplies, and we see that now more than ever.”

Walmart is teaming up with celebrities Drew Barrymore, Neil Patrick Harris, LeBron James, Idina Menzel and Todd Oldham to create a new summer camp experience designed for the internet. Camp by Walmart is being produced and developed in partnership with CAMP, a Family Experience Company, and powered by the interactive video platform eko. Each of the celebrities is stepping outside of their day job to serve as camp counselors, leading kids through sessions varying from arts and crafts to fitness and other activities to keep them active and entertained.

Each day of Camp by Walmart will kick off with Head Camp Counselor, actor Neil Patrick Harris, who sends families through one of 14 camp challenges, from “Neil’s Charades” to musical Mad Libs. Now that is interactive and participatory brand marketing, that is good for everyone according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

So, families can now access 50 Camp by Walmart activities for free by visiting the Walmart app. Celebrity- and expert-led camp sessions will roll out across the summer, including:

• “The Great Family Challenge,” which features various family-bonding activities, including actress Drew Barrymore taking campers through a makeup tutorial and basketball star LeBron James leading participants through mental and physical activities with help from his I PROMISE School educators;

• A morning kickoff with Head Camp Counselor, actor Neil Patrick Harris, who sends families through one of 14 camp challenges, from “Neil’s Charades” to musical Mad Libs;

• “Skills Camp” is a talent show that features experts teaching new skills, like singer and actress Idina Menzel, who showcases her singing skills to campers; and

• Designer Todd Oldham reimagines “Smarts and Crafts,” which teaches campers about creativity through the lens of arts, crafts and fashion

Camp by Walmart will offer 200 more new activities throughout the summer to keep families everywhere entertained.

eko technology allows campers to make choices along the way that shape the outcome of their experience, creating increased interactions that reflect campers’ interest.

To access Camp by Walmart, customers can download the Walmart app, or update their existing Walmart app, and look for Camp by Walmart in the app’s Services tab from the bottom navigation.

Now let’s talk about the drive-in; so working with Tribeca Enterprises for two drive-in experiences, Walmart is transforming 160 of its store parking lots into contact-free drive-in movie theaters where customers can safely gather to watch movies programmed by the Tribeca Drive-in team. Come on is that cool or what?

So, in August, Walmart will roll out drive-in movies in towns across the country for a combined 320 showings. This family-friendly night will include hit movies, special appearances from filmmakers and celebrities and concessions delivered right to customer vehicles.

Walmart’s drive-in tour will run through October. Additional details will be announced closer to the start of the tour.  Ahead of each screening, Walmart will make it easy for families to fill their picnic baskets by ordering their drive-in essentials online for curbside pickup on the way to their movie. For families itching for the big screen now, Walmart is also partnering with the Tribeca Drive-in to serve as a presenting partner for its Tribeca Drive-In movie series, which began, July 2.

Jane Rosenthal, CEO and co-founder of Tribeca Enterprises and Tribeca Film Festival  stated , "Drive-Ins have been a signature program for Tribeca since we started the Tribeca Film Festival 19 years ago after 9/11,” … "But now, the Tribeca Drive-In is much more than a fun, retro way to see movies — it’s one of the safest ways for communities to gather. We are thrilled to partner with Walmart to bring more people together around the shared cinematic experiences that Tribeca is known for."

Throughout July, families in Arlington, Texas; Pasadena, Calif.; Nassau County, N.Y.; and Orchard Beach in the Bronx, N.Y., will be treated to Tribeca Drive-In screenings of modern classics and family favorites, like Wonder Woman and Space Jam, with a mix of ticketed and free events honoring frontline workers. The full schedule and tickets can be found at TribecaFilm.com.

Success does leave clues. One clue that time and time again continues to resurface is “the consumer is dynamic not static”.  Regular readers of this blog know that is the common refrain of Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.  Our Grocerant Guru® can help your company 253-759-7869.