Häagen-Dazs headlines UK’s first float-in cinema following Paris success

Luxury ice cream brand Häagen-Dazs will be the headline sponsor of the Openaire Float-In Cinema by Häagen-Dazs in London – the UK’s first ever cinematic experience by boat. 

Float in Cinema 9

It follows the pioneering global first ‘cinema on water’ concept by Häagen-Dazs in partnership with the City of Paris and MK2 earlier this summer known as “Cinema Sur L’Eau”.  With 38 socially distanced boats, it received widespread global acclaim as a one-evening only experience at the Basin de la Villette.

This UK first is running for four weeks from Wednesday 2nd September and is a venture between Openaire and GoBoat sponsored by Häagen-Dazs.

Regent’s Canal will see a fleet of sixteen eco-boats that will provide seating for up to 128 people to enjoy this unique outdoor cinematic experience.  A further 100 deckchairs will be socially spaced along the towpath.

Upon arrival, guests will captain their self-drive vessel around Little Venice before mooring at Merchant Square to watch a feature film. A giant 6x3m hi-res LED video screen facing the water will show blockbuster hits such as Titanic and A Star Is Born.

High quality audio will be supplied via sanitised wireless headphones to ensure an uninterrupted experience with some of the most popular flavours of Häagen-Dazs ice cream to give a touch of extraordinary indulgence.

The line-up includes afternoon showings of family favourites, including Toy Story and The Lion Kings. Plus, special singalong showings in the evening of Grease, Rocketman, and The Greatest Showman. 

Popcorn and snacks will be available for viewers to order via a dedicated app and delivered straight to their boat or deckchair, perfectly accompanied by Häagen-Dazs minicups with ‘Don’t Hold Back’ flavour specials and lots of free ice cream to be won as prizes.

To tie in with the Little Venice theme, award-winning artisan pasta chef RaviOllie will be setting up a pop-up kitchen on the water’s edge to offer delicious freshly cooked Italian food paired with Häagen-Dazs.

Photo credit: David Parry/PA Wire

Arjoon Bose, Europe-Australasia Head of Culture and Brand Experience, General Mills, said: “Following the success of our immersive cinema experience series in the UK right since lockdown, we are delighted to be partnering with Openaire to bring the UK’s first cinematic experience by boat. The “Cinéma sur l’Eau” in Paris has been an absolute triumph to date and we hope we’ll be able to replicate this success here in London.

“As a brand, Häagen-Dazs believes in living life to the fullest wherever possible and being caught up in every moment and experience. It is a philosophy we call ‘Don’t Hold Back’ which is the narrative of our new global campaign. The Float-In Cinema by Häagen-Dazs presents us with another perfect platform to bring this philosophy to life and continue to be a brand that drives culture-forward experiences for our ice cream and cinema fans.”

James Greenhalgh, co-founder, Openaire Cinema, said: “We really wanted to bring something special for Londoners to enjoy this summer for what has felt like a pretty tough year for everyone. Having Häagen-Dazs as our headline sponsor is a huge bonus for the Float-In Cinema, the halo effect from their brand has added untold benefits to our event. At an uncertain time for businesses everywhere, the reassurance of having a trusted partner on board is helping us reach an even wider audience as well as adding massive value for our customers.”

Source:  Häagen-Dazs

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