There was a time when prom, that annual rite of passage for high school students, followed a prescribed set of rules. The guy would ask the girl. The girl would race to the store to find a dress. They would hop in the guy's (probably borrowed) car and head to the high school gymnasium for dinner and dancing to the tunes of a local band.

Screeeech! Flashback over. Today, prom is a multi-billion dollar industry that has exploded in the last five years and it seems almost everything has changed. Girls ask guys (or girls) to prom. They scour the Internet for the dress of their dreams.Ā  Groups of students in rented Hummers and party buses have replaced couples in borrowed cars. Pre-prom dinner is de rigueur and the last time prom was held in a gymnasium with a band was probably somewhere around the era of "Grease," the 1978 movie about high school in 1958.

"I don't think anyone has prom at the gym anymore," said Carrie Hopson, account executive for Novare events at the Biltmore, which is hosting 13 proms this year. That's up from 10 last year and 6 in both 2007 and 2008. "We get two to three new schools a year. There are so many high schools in Atlanta," she said.

The majority of Biltmore proms are catered by Affairs to Remember, and unlike the traditional crappy prom food, the fare is more along the lines of elaborate dessert bars, chocolate fountains and smoothie stations, Hopson said. Even though dinner maybe served at prom, many students opt to go to restaurants.

Pickens High School's prom is at Chattahoochee Technical College, about six minutes from her house, but Abbey Callahan, 18, of Jasper first plans to hit the Buckhead restaurant Canoe in a rented Hummer limo with 12 other students. Of course, they have to pay extra to get to Atlanta and back."We're getting a limo because it is our senior year," Callahan said. "It's your last chance to be together."

Callahan also splurged on a dress, paying $530 for the baby pink a-line confection she tracked down online. Add a professional photographer to take pictures, hair, makeup and accessories and the bill is just north of $1,000. "[Prom] has gotten way out of hand. Anything goes now pretty much," said Callahan's mother, Lana Chumley Callahan. "But do you want your kid to be the one standing around while everyone is crawling out of a limo?"

At Cinderella's Closet in Lilburn, some parents come in with a dress budget, but most end up going with whatever their daughter wants. Internet searches for dresses have replaced magazines as the preferred method of finding the perfect gown, said store manager, Joyce Walker. The 15-year-old boutique takes advantage of the trend by posting new styles on their Web site and holding fashion shows at schools.

There's plenty of competition among female students for the best dresses, prompting many to start shopping as early as January to get their first choice, Walker said, but male students report competition of another sort. "The girls always expect the guys to ask in a cute way and if you don't, you probably won't have a date," said Taylor Lalli, 19, of Roswell who is attending Centennial High School's prom with his girlfriend. He popped the prom question by spelling out "Prom?" in all her favorite desserts. One of his friends, he said, was asked to prom by a female student, but there was no word on whether her approach was cute or not. There is also competition when it comes to transportation, Lalli said. This year, party buses and decked out Hummers top the list, not that anyone actually uses the jacuzzi in back, but still.

Of course, as the saying goes, the more things change, the more they stay the same and prom is no different. Lalli said his high school has already issued a few prom rules. "No drinking, of course," he said. "And no dancing close."

Prom by the Numbers

For her: Abbey Callahan, 18, Pickens High School in Jasper, May 1 at Chattahoochee Technical College

Dress $530

Shoes/accessories $136

Nails $50

Hair $75

Makeup $40

Limo $120

Dinner $50

Professional photographer $50

Prom fees $0

Total = $1,051

For Him: Taylor Lalli, 19, Centennial High School in Roswell, May 1 at Emory Conference Center

Tuxedo $120

Dinner (for two) $80

Party bus (for two) $84

Corsage $40

Prom tickets (for two) $110

Total = $434

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