America’s Largest Mall Tests Revenue From Underused Surface Parking
Mall of America will screen three drive-in movies in its North Lot between August and October, charging $25 per vehicle for up to six people. Movies at the Star will show Top Gun: Maverick, The Mighty Ducks, and Hocus Pocus on weekend evenings, with food trucks and pre-show entertainment included. Chair rentals for lawn seating cost an additional $7.
The Bloomington, Minnesota mall has turned its parking lots into a testing ground for temporary attractions that draw crowds beyond traditional retail tenants. Panda Fest returned to the North Lot in August for a second year, and Cirque du Soleil ran a month-long show there in 2024. Other activations have included The Big Bounce America and the 2017 X Games Harley Davidson Flat Track Race.
Mall of America’s parking lot strategy reflects a broader shift among retail landlords seeking revenue from underutilized asphalt. The property already operates an indoor movie theater and has added experiential tenants like Popmart, Miniso, Rolife, and Bubble Planet. Only about 250 drive-in theaters remain in the U.S., down from more than 4,000 in the late 1950s, according to the Drive-Ins America directory.
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