Häagen-Dazs headlines UK’s first float-in cinema

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 follows the global first ‘cinema on water’ concept by Häagen-Dazs in partnership with the City of Paris and MK2 earlier this summer.

Launched on 2 September, the UK event will run for four weeks on Regent’s Canal with a fleet of 16 eco-boats providing seating for up to 128 people. A further 100 deckchairs will be socially spaced along the towpath.

A giant 6x3m hi-res LED video screen facing the water will show blockbuster hits. High quality audio will be supplied via sanitised wireless headphones with some of the most popular flavours of Häagen-Dazs ice cream to give a touch of extraordinary indulgence.

Arjoon Bose, Europe-Australasia head of culture and brand experience at General Mills, said: “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.”

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