UK’s 1st ever cinematic experience on water is back for its second year 

Luxury ice cream brand, Häagen-Dazs, will once again partner with Openaire for its Float-in Cinema concept this summer, returning to Regent’s Canal for the second year in a row, to offer a magical cinematic experience by boat after an exceptional debut in 2020, selling out over most of the four weeks in September with over 12,000 attendees.

As Brits look to reclaim their summertime, Häagen-Dazs will bring those much-needed and long-awaited moments of joy across a season of cinema and to build on an extraordinary flagship launch. Last year’s event generated unprecedented social buzz and brand consideration scores together with double digit sales that brought in new consumers driven by a cinema-focused approach.

Running over four weeks from Wednesday 2nd June 2021, tickets are available to purchase from 4th of May.

The month-long summer event can host up to 228 people at the outdoor blockbuster experience every Wednesday to Sunday night for the #HaagenDazsFloatInCinema. Amplification will come through paid and organic social, as well as with a team of dedicated Haagen-Dazs influencers who will experience and share the event through their channels.

Upon arrival, boat ticket holders will climb on-board to captain their ship on a 45-minute trip along the Regent’s canal up to Little Venice before mooring at Merchant Square in front of the Openaire big screen presented by Häagen-Dazs.

This year’s line-up of films includes something for everyone:

  • Cult classics such as Pulp Fiction, Jaws, and The Dark Knight
  • Sing-along specials of Bohemian Rhapsody, Grease, The Greatest Showman and The Sound of Music
  • Nostalgic rom coms like Notting Hill, Pretty Woman, and Dirty Dancing
  • PLUS, screenings of the iconic Bridget Jones’ Diary and family favourite Hook, both of which celebrate their 20th anniversary this year

Like last year, guests will be able to order their favourite Häagen-Dazs ice cream along with a selection of food and drink by scanning a QR code to have their order delivered straight to their boat or deckchair.

Award-winning artisan pasta chef RaviOllie will also be setting up a pop-up kitchen on the water’s edge to offer delicious freshly cooked Italian-inspired pasta including beef ragu and wild mushroom & blue cheese ravioli. 

Arjoon Bose, Europe-Australasia Head of Culture and Brand Experience at parent company General Mills, said: “At Häagen-Dazs, we pride ourselves on driving cultural capital with our consumers that allow us to live our purpose of crafting real moments of joy and connections over our iconic ice cream. As a brand, we are a much-loved movie companion around the world so we were confident that our bold and agile collaboration with Openaire last year would resonate with consumers, and we were right!”

“We’re delighted to return this year and kickstart the summer to recreate the experience in a bigger and better way that we know will take place safely regardless of the circumstances. As we look set for the UK to reopen, the comeback of a unique and joy-filled-real life experience like our #HaagenDazsFloatInCinema that people have been craving could not be timelier.’’

James Greenhalgh, Co-founder of Openaire, said ‘’We are so excited to be back for the second year with the UK’s first ever float-in cinema and delighted to have our favourite ice cream brand, Häagen-Dazs, on board as headline partners again on our journey to build on 2020.”

“It’s not easy to pull off an event of this scale, especially during a global pandemic, and for us the involvement of a brand like Häagen-Dazs, the ideal cinema collaboration partner, for the second year running highlights the lengths we’re willing to go to. Our joint number one priority is to ensure Londoners can enjoy themselves when they need it most in a safe and secure way.’’

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