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Big Sky Drive-in

Location: Midland, Texas

Big Sky's owners recently discovered something: a lot of people like watching football on a giant, 45 x 90 foot screen. And although Big Sky is not allowed to charge people for screening NFL games, the theater, the first in the country to go digital, is proving that a wide range of entertainment helps breed customer loyalty.

“You can do all sorts of things with digital [projectors]. I think this is the best time we’ve had in a long, long time for drive-ins,” said Big Sky co-owner Sam Kirkland.

Kirkland and his partner, Skeet Noret, built and opened the drive-in in October 2005 with two screens, then added a third in 2007. Combined, the three sites can accommodate up to 1,100 cars and are open seven days a week. Wednesday nights are Poor Boy Nights, when adult tickets cost just $4, and kids get in for $3.

Photo by: Jerry Cotten