City of Industry, CA - Check out this colorful marquee and screen tower. This immense tower graces the Vineland Drive-in Theatre in the San Gabriel Valley.

Vineland Drive-in Theater before remodel
City of Industry, CA
Photo by RoadsidePeek.com

Out in the City of Industry, the big outdoor screens at the Vineland Drive-In Theater recall a time when an evening at the movies could begin with finding a good parking spot. Beyond the entrance, the sprawling grounds offered room for cars, families, and enough movie choices to keep everyone discussing what to see.

Vineland opened on April 15, 1955, with Disney’s 20,000 Leagues Under the Sea. Operated by Pacific Theatres, it began as a single-screen venue during the Southern California drive-in boom. With suburban neighborhoods spreading across the San Gabriel Valley, watching a picture from the family automobile seemed like a natural addition to the weekend.

Vineland Drive-in Theater before remodel
City of Industry, CA
Photo by RoadsidePeek.com

The original outdoor theatre expanded to four screens in May 1981. Customers now had several programs to choose from, with separate viewing fields spread across the property. Picking a movie became a little more complicated, though at least switching auditoriums didn’t involve searching for another hallway.

Although not technically a "lost treasure" as this drive-in is still operating as a theater and swap meet, the Vineland recently replaced both its signature main screen tower and marquee.

The screen undergoing demo
City of Industry, CA
Photo by RoadsidePeek.com

The original screen tower at Vineland Drive-In Theater didn’t make it through the theatre’s entire run. Reportedly considered structurally unsafe, it was demolished and replaced in October 2003. The new screen kept the movies going, but its smaller, plainer structure gave the grounds a noticeably different silhouette.

The signature roadside marquee was replaced during the same remodeling, taking another familiar piece of the old drive-in with it. The reason for replacing the marquee wasn’t clearly documented, leaving sign fans with the same question: the screen needed attention, but did the roadside greeting have to go too? Vineland survived as a movie destination, though some of its original character disappeared along the way.

Word is the screen tower became structurally unsafe, hence is replacement back in October 2003. But why the marquee?

Vineland Drive-in Theater before remodel
City of Industry, CA
Photo by RoadsidePeek.com

For generations, the attraction was as much the setting as the feature. Arrive before dark, get settled, and stop by the snack bar before the opening credits. Kids could come along in their pajamas, and the evening sky supplied a ceiling considerably higher than anything an indoor theatre offered.

The property found another audience when the Vineland Swap Meet began in 1984. During daylight hours, vendors and bargain hunters filled the grounds that welcomed moviegoers after sunset. A place built for rows of parked cars proved useful for rows of merchandise, giving the old drive-in a busy second life.

Here are a couple of shots of the Vineland as it stands as of April 2004. Move your cursor over the photos to get an "after" vs. "before" view of this drive-in. Check out the difference in size of the screen tower when comparing the old to the new.

Vineland new marquee and tower
City of Industry, CA
Photo by RoadsidePeek.com

Vineland also kept up with changes in movie presentation. Digital projection arrived in 2013, while FM sound let customers hear the films through their car radios. The equipment changed, but the familiar arrangement remained: a big screen ahead and the dashboard close at hand.

During the pandemic, outdoor moviegoing drew renewed attention as indoor theatres closed. Vineland offered an evening away from home with room between the cars, reminding another generation why drive-ins had caught on in the first place.

The good news is this drive-in is still operating, though its the only one left open in Los Angeles and Orange Counties as of April 2004. The bad news is this treasure has been stripped of its character, now relegated to literally just a shell of its old self.

Vineland new marquee
City of Industry, CA
Photo by RoadsidePeek.com

Regular movie programming stopped on October 2, 2022, with an announcement that the theatre was closing for the season. A few special screenings followed, but the nightly lineup did not return. The swap meet continued, keeping activity on the grounds even after the projectors fell quiet.

Fortunately, this isn’t another drive-in photograph followed by a view of an empty lot. The screens and roadside sign remain, although the business beneath them now revolves around daytime shopping. Finding a bargain has taken the place of finding a double feature.

UPDATE: The screen tower and marquee at the Vineland Drive-in were replaced. Word is the tower was deteriorating and in danger of collapsing.

UPDATE: The Vineland went into the 2013 summer season with a major upgrade. Yes, the Vineland invested in digital projectors. We hope this means the Vineland intends to show open air movies to fans for another six decades. 08-13

UPDATE: Regular movie operations at Vineland stopped in October 2022. The drive-in’s screens and entrance sign survive at 443 North Vineland Avenue, while the Vineland Swap Meet continues operating on the property. 10-26

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