Cineplex Entertainment is finally pulling the plug on Winnipeg's last drive-in theatre.

The company has threatened to roll credits at the Odeon Drive-In every spring for the past several years if box office traffic didn't pick up.

Winnipeg moviegoers rallied behind the Headingley landmark, particularly in 2005, after more than 11,000 people signed an online petition in support of the theatre.

"Unfortunately, that was the last great summer we've had," company spokeswoman Pat Marshall said Thursday from Toronto.

"It just remains too difficult for us to try to continue to make a viable business out of it at this point."

Attendance declined dramatically in 2006, which the company chalked up to a rainy summer. But 2007 was a strong year for Hollywood blockbusters and the weather wasn't bad — yet drive-in business dropped 45 per cent, Marshall said.

There's no way Winnipeggers can convince the company to reverse its decision this time, she said. In order to be viable, the company would need the theatre to serve 1,000 cars every night.

"It's difficult, at best, to operate a drive-in in Canada with our very limited summer season," she said, adding that she is familiar with the west Winnipeg theatre, which she attended as a youngster.

"We would play on the slide and swings under the screen. My mom would say, 'Remember, when the dancing hot dog comes on screen, it's time to come back to the car.'"

The Odeon Drive-In has operated for 40 years at its current site, just west of Winnipeg.

Three drive-in theatres still operate in Manitoba, in Flin Flon, Morden and Killarney.