tonight, nbc's randy mcilwain on how technology threatens to phase out one of our cultural icons. >>eporter: at the mighty drive-in theater in greenwood, south carolina -- >> hey, welcome to the drive-in tonight. >> reporter: you pay for a ticket. >> have a great evening. >> reporter: but you get an experience. >> i think it's just good family time. >> this is like true american right here, going to a drive-in movie. being here with the family is something you just don't get to do anywhere else. >> reporter: drive-ins are still very popular in local communities. there's no shortage of crowds and enthusiasm. what threatens the american drive-in is the conversion to digital. it's a 70 to $80,000 expense many of them can't afford. >> this is truly a seasonal business. you make your money may, june, july, august. after that, it's just like turning off the faucet. >> reporter: owners tommy and carolyn mccutcheon and their son, tom, reopened the auto drive-in in 2009 after it sat dormant for 33 years. these days, making movies no longer means making films. >> if we don't go digital, we go