Time Out has teamed up with luxury ice cream brand Häagen-Dazs for the return of London’s first and only floating cinema Movies on the River, which will set sail on the River Thames once again this summer.
Launched in 2017, Movies on the River is a cinema experience like no other. Guests will enjoy a sunset cruise along the Thames past sights such as The Shard, the Tower of London, the Tate Modern, the Houses of Parliament and Tower Bridge. Once the sun has gone down, they will be seated on the top deck, ready to watch an iconic movie on a huge open-air screen with London’s incredible landmarks as a backdrop and their favourite Häagen-Dazs flavour to choose from.
The partnership with Häagen-Dazs to bring back the flagship summer event is part of a wider bespoke multi-platform campaign for the ice cream brand, developed and shaped by global media agency, Mindshare UK in collaboration with the Time Out Creative Solutions team. The campaign will include the Movies on the River live events, with a feel-good film programme curated by Time Out’s expert editors. The event will run for four weeks over the summer, with five events per week.
Häagen-Dazs’ headline sponsorship will see the Ice Cream of Ice Creams join the al fresco fun and offer a selection of indulgent delights, including its hugely popular Salted Caramel flavour, for guests to enjoy. Alongside multiple sampling touchpoints on board, there will also be a Häagen-Dazs photo booth and pre-roll ads on screen. This will be amplified through posts and stories across Time Out London’s social channels, CRM, a digital feature page, roadblocks across the Time Out site and inclusion of Häagen-Dazs on all ticketing pages on timeout.com.
“People come to Time Out seeking the best ways to spend their summer in the city – because we not only write about the best experiences but create them too,” said Charlie Liddington, Head of Creative Strategy & Live at Time Out. “One example is our Movies on the River which we are thrilled to bring back this summer – even more as Häagen-Dazs, the ultimate ice cream brand, is on board with us this year. Together we are giving Londoners unforgettable summer moments with amazing movies, incredible views, and delicious ice cream flavours.”
Jose Alves, Head of Häagen-Dazs UK added: “We’re excited to be partnering with Time Out to launch this unique event and create more of the moments of joy Häagen-Dazs is known for. Our audience of luxury ice cream lovers are experience-hungry, so it makes sense to offer them one they certainly won’t forget. What better way to spend a gorgeous summer evening in London than by floating down the River Thames soaking in the incredible views, before settling down to a great movie – all with a Häagen-Dazs ice cream in hand!”
Movies on the River – aboard City Cruises boats, the leading operator of passenger services on the River Thames – kicks off Tuesday 1 August for five nights a week until 26 August. Departures are from Tower Pier at 8pm for a sunset cruise, before mooring up for the screening (film starts around sunset time) and returning at approx. 10-11pm. Tickets cost £24 and include a sunset cruise, open-air screening and Häagen-Dazs ice cream sampling – and can be booked via https://checkout.timeout.com/london/moviesontheriver. Over 18s only.