Coming Soon to a Walmart Near You: Drive-In Movies and Summer Camp

Lisa Johnston
Editor-in-Chief, CGT
Lisa Johnston profile picture
LeBron James leads kids through a series of mental and physical activities in Walmart's Camp experience.

Walmart is finding a new use for its store fleet real estate: drive-in movie theaters.

The retailer announced it will turn 160 store parking lots into contact-free drive-ins from August through October, completed in partnership with Tribeca Enterprises.

There will be 320 family-friendly showings, and concessions will be available by ordering in advance for curbside pickup.

Walmart is also creating a new digital experience on its mobile app in partnership with CAMP, a provider of retail experiences. Leveraging the Eko video platform, Camp by Walmart features a range of interactive family-friendly activities, with user's choices shaping the experience's outcomes.

Related: The Tech Ulta & Sephora are Banking on to Reimagine Beauty 

Celebrities serve as the “counselors” leading kids through challenges, arts and crafts, fitness and music activities.

Drew Barrymore leads make-up tutorials while LeBron James leads mental and physical activities in “The Great Family Challenge.”

Neil Patrick Harris directs kids and their parents through 14 camp challenges, including “Neil’s Charades” and musical Mad Libs

Idina Menzel leads the talent show and teaches new singing skills, and Todd Oldham leads the “Smarts and Crafts” arts and fashion activities.

The free Camp by Walmart experience becomes available July 8 and will offer an additional 200 activities throughout the summer. It’s accessible in the Walmart app.

Retailers are increasingly leveraging digital experiences as more consumers order online in the wake of the health crisis. Earlier this year, Build-A-Bear launched #WorkshopWednesdays, providing online activities, snack recipes, games, stories and other family-friendly activities. It also developed an online feature meant to replicate the in-store experience of building one of its stuffed animals.