Space creates Häagen-Dazs partnership for 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.

This UK first is running for four weeks from Wednesday 2nd September and is a venture between Openaire and GoBoat sponsored by Häagen-Dazs. The partnership was brokered by creative agency Space, who will also be in charge of brand activation at the events.

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.

"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".
A General Mills spokesperson

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