A CT drive-in theater has delighted movie fans for decades. Why it’s also a major tourist attraction
Mention a drive-in movie theater to anyone over a certain age, and it’s likely memories will pour out about kids in the back of station wagons, buckets of fun food and maybe even a first kiss.
That’s true for fans of the Mansfield Drive-in Theatre, which is celebrating its 70th year in business this year, and has also become a favorite spot for tourists and bargain seekers.
The bargains come at a flea market held weekly at the site with a 15,000-square-foot inside space and up to 300 vendors outside.
The flea market is newer, but since 1954, the drive-in has been entertaining audiences with movies under the stars.
Family business
The Mansfield Drive-in was first operated by partners Louis Lipman and Maurice Keppner. Lipman was in the construction business and built the theater. Keppner owned a movie theater in East Hartford.
“There was a grand-opening celebration of the Mansfield Drive-in on April 13, 1954 with a pre-showing of a film, an inspection of the plant and equipment and refreshments at the park – a –teria,” said current owner Janet Jungden, drawing information from an official guest ticket designed to be attached to a visitor’s lapel.
The event was sponsored by Lipman, Keppner, General Manager Harry Finger, and the Greater Willimantic Chamber of Commerce. On opening night, “Ma and Pa Kettle” was the featured film, followed by “Ride Clear of Diablo” on the single screen.
In 1974, Michael Jungden began managing the Mansfield Drive-in.
“It was in a state of disrepair, having been leased and neglected,” said his wife, Janet. “Michael was a hard worker and the drive-in was his passion.”
The Jungdens leased the drive-in for many years, and were able to purchase it in 1991.
In 1975, Michael Jungden started the flea market.
“At first, it was very small,” said Janet Jungden. “Michael told me that there were so few vendors and customers at the beginning that they used to play Pinochle at the snack bar because there was nothing to do.”
The flea market has gradually built up to thousands of buyers and more than 300 vendors on a busy Sunday.
“In 2003, we were running out of parking and vendor space. We purchased a chicken farm next to the drive-in and converted a chicken coop into an indoor marketplace and second snack bar,” said Janet Jungden.
Vendor and parking fields were also expanded, allowing the business to continue growing.
In 2020 when Michael Jungden died from cancer, Janet Jungden became the owner of the drive-in and now operates it with their two daughters, Naomi Jungden and Elena Jungden, who serve as general managers.
David Cote worked for the Mansfield Drive-in for 17 years, after a teacher mentioned it.
“I started when I was a senior in high school (May 2000),” said Cote.
William Thorne, one of Cote’s high school teachers, was friends with the owners and told his class that they were looking for help at the theater.
“I jumped on it, as I loved that place and still do,” said Cote. “I remember seeing my first movie there, “Who Framed Roger Rabbit”, in 1988.”
Cote started working the Flea Market and cleaning the fields on Saturday mornings, and soon after started working the concession on movie nights. Cote said he learned a lot during his first few years at the theater, and it soon became a love and a passion.
“I learned [about] projection, film, how to cook, sell tickets and eventually help manage the business,” he said.
After just a few years Cote became general manager. He said he feels that Michael Jungden was the most amazing mentor and boss — close to a father figure.
“Michael taught me so much,” he said. “He was a jack-of-all-trades and always tried to do everything in-house (e.g. plumbing and electrical).” Cote said the pair often bounced ideas off of each other, trying to make the drive-in a better place.
“He always said his wife Janet was the real boss,” Cote added.
In the early 2010s, theaters had to adapt to digital technology to stay in business and play the latest, most popular movies.
“This was a costly change,” said Cote. “Mansfield made that change in 2012 and was the first drive-in in New England to do so.” The investment reduced operating costs and reduced equipment downtime.
Over the years, production companies have shortened theatrical windows, the time a film goes from screen to DVD. Cote said that the past 10 years have brought ever-shorter theatrical windows, with some films going from theater release to streaming/video services on the same day. There has also been a huge increase in the quantity of content being produced by internet stars and other forms of entertainment that provide so much more from which people can choose.
“I would say the main reason this theater has survived so long is the passion the owner/family have for the place and the wanting to keep affordable family fun,” said Cote, referring to the family’s willingness to adapt, change and stay ahead of the industry and economic changes with the help of trade organizations such as UDITOA, or United Drive-in Theatres Owners Association, NATO, or National Association of Theatre Owners, and CATO, or Connecticut Association of Theatre Owners.
“I believe that one of the reasons the drive-in has survived while so many have closed is Michael’s hard work and dedication,” said Janet Jungden, noting her husband’s wide scope of abilities when it came to fixing a roof, repairing a popcorn machine, or doing many other tasks that became necessary for a day-to-day basis.
“He worked a lot of 60-hour weeks during the season,” she said.
He also made some business decisions that helped the drive-in survive. In the mid-80’s “Michael put up 2 more screens,” said Jungden. He bought out a drive-in in Waterbury and moved the screens, box office, and theater equipment to Mansfield, she said.
“I think that made the drive-in more competitive as we were able to keep movies longer and offer customers a choice,” said Janet Jungden.
Elena Jungden notes that drive-ins as an entity thrive from word-of-mouth and multiple generations passing through.
“We love hearing from customers that their parents used to bring them to the drive-in and now they are here bringing their children,” she said. “For not only us, the drive-in holds a special place in people’s hearts, which allows the drive-in experience to continue through the years.”
One person with fond memories of attending the drive-in as a child is Vernon attorney Bill Breslau.
Growing up on a farm in East Windsor, “Each summer my parents would pile us five kids in the back of our station wagon for a trip to our Uncle Lou Lipman’s new drive-in theater in Mansfield,” said Breslau. “We felt like visiting dignitaries having a free pass and enjoying all the hot dogs we could eat. I have great memories of these excursions.”
The most memorable event for Naomi Jungden in recent years was the reopening of the Mansfield Marketplace on Sunday, April 4th, 2021.
“We had not been able to open at all during 2020 as the flea market, by nature, lends itself to large gatherings from all different communities and may have had a negative effect on the COVID 19 pandemic,” she said. The family was nervous about how the hiatus would impact the business. They needn’t have worried.
“By the time we felt morally comfortable reopening in 2021, to say our clientele were ready would have been an understatement!” said Naomi Jungden. “The outpouring of appreciation and sheer number of people who showed up, armed with masks for safety of course, was amazing.”
On a more personal level, it was also the family’s first time running the flea market since Michael had died. Although it was surreal not having him there, “I suspect he would have been proud,” said Naomi Jungden.
Looking ahead to the future, Elena Jungden sees the flea market reaching a larger audience.
“Those around us know we exist,” she said “One of our goals for this season is to increase our social media advertising and getting the word out about the flea market.”
Elena Jungden said she feels lucky that her dad left the business in a good position for them to succeed. She says that hearing stories about the past “always reminds me that he is forever a part of the Mansfield Drive-in and Marketplace, and I am lucky to be a part of that legacy.”
“We are thankful that we were able to keep the business in the family,” said Janet.
“We have maintained the nostalgia of the 50s while modernizing our equipment for the digital age. On our parklike grounds, we show double features on three screens, and transmit state-of-the-art sound to your car radio.”
Janet Jungden notes the business is also home to eastern Connecticut’s largest flea market, with hundreds of vendors and thousands of buyers during the busy months.
“Here at the flea market, you will find everything from antiques and collectibles, to plants and lawn maintenance, to artwork and furniture. We have an indoor marketplace building as well as outdoor spaces,” she said.
As the Mansfield Drive-In enters its 70th year, “We are proud to be one of eastern Connecticut’s largest tourist attractions,” said Jungden.
The Mansfield Drive-In Theatre and Marketplace is located at 228 Stafford Road, Mansfield Center and can be reached at 860-456-2578. Movies play every weekend currently, and tickets can be purchased on the drive-in’s website. In mid-June, the drive-in will be open 7 days per week. The marketplace runs every Sunday, through fall, from 8 a.m. until 2 p.m., rain or shine.