A “night at the movies” often doesn’t take place at a theater these days, thanks to digital on-demand services that stream films directly to one’s home. In mid-century America, though, it was a decidedly more social affair, with drive-in theaters popping up across the country during a post-World War II economic and automobile boom. These innovative theaters presented a new way of enjoying films. Outside of the car, patrons mingled, ate popcorn and socialized. Inside, viewers enjoyed the comfort and privacy of their own vehicles.
Jacksonville’s Ribault Theatre was one of the most popular local options during the 1950s. The theater, located at 4819 Soutel Dr., had one large screen and a 400-car capacity. Admission was $2 and popcorn was 30 cents (50 cents for those who wanted to splurge on butter). While its initial offerings were expansive, the Ribault eventually began showing exclusively R-rated films, in an attempt to compete with indoor theaters, which benefited from the comfort of air-conditioning. Ultimately, the Ribault couldn’t, shuttering to the public in the 1970s, briefly re-opening in 1981, and later torn down and replaced with a commercial building. Look closely on Google Maps, and you can still see the faint outline of the old parking area, now overgrown with trees.
image via Loyd Sandgren/Vintage Jacksonville :: words by Cassidy Hopson
