While the Super 99 Drive-In is often remembered for its experience and connection to the booming automobile culture of the time, the primary tool of its operation was its programming and media presence. The theater’s programming strategy relied heavily on double-features. Advertisements from The Oregonian and other local papers show that the drive-in rarely showed single films, instead they opted for double-features and occasionally even triple or more films in one night. This offered a complete evening of entertainment that exceeded the limited options of television programming. The venue appealed to families and to ensure they remained on-site for these long programs, the theater used its advertising to promote non-film amenities, like free pony rides, cartoon nights, and a dedicated playground, essentially turning the drive-in into a multi-purpose venue.
The newspaper presence of the Super 99 shows a strong effort to maintain its visibility. Unlike modern theaters that may advertise only on weekends, the Super 99 was continuously posting in local papers, with advertisements appearing almost daily. These ads were promotional tools that used catchy slogans like “No need to shave or dress up” to lower the standards for attendance and grasp an informal, approachable identity. The ads also showed a high level response to current events, frequently showing “Extra” scoops or newsreels regarding current events like the Korean War into the movie listings.
Overall, the Super 99’s success was driven by its commitment to consistency of programming and promotion, by appealing to a wide demographic, the theater utilized the local press to place itself as the primary destination for suburban leisure.
