Eye on Retail: Walmart goes to the movies

Walmart will begin showing drive-in movies in the parking lots of select stores on Friday, Aug. 14 – with several special features.

The discount giant, which initially announced plans for its “Walmart Drive-in” experience in July and further teased it with an Aug. 4 tweet, is officially confirming the program will run from Friday, Aug. 14 – Wed. Oct. 21, 2020. Created in partnership with the Tribeca Film Festival, Walmart Drive-in will roll out across 160 stores nationwide during that period.

Starting at 5 p.m. ET on Wednesday, Aug. 5, customers can visit TheWalmartDriveIn.com to see a virtual film schedule and pick their desired date and location. Once confirmed, customers will receive an email with a QR code, which will grant their vehicle entry on the day of the event. Customers can bring concessions with them.

The family-friendly films, curated by the Tribeca Film Festival, will include sports stories, blockbuster franchises, science fiction, nostalgic favorites, true stories, and animated features. A selected short film will screen before the main presentation.

In addition, filmmakers and special guests will participate in the experience. Drew Barrymore will serve as virtual host for all events, and make a surprise in-person appearance at one location. Select showings will also feature surprise virtual or in-person appearances from Peter Berg, Jennifer Garner, LeBron James, and Chrissy Metz.

“We recognize the challenges our customers and their families have faced over the last few months, and we wanted to create an experience where they could come together safely to create new memories,” said Walmart chief customer officer Janey Whitseside. “The Walmart Drive-in is one small way we’re supporting the communities we serve.”

This story originally appeared on ChainStoreAge.com.