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As businesses and individuals get used to a new world of social distancing, sanitised equipment and limited numbers, creativity is vital to producing experiences that still delight and inspire audiences.
Izzy Ashton
Deputy Editor, BITE Creativebrief
Bite Insight
In a world of few certainties, the fact that lockdown created a nation of experienced-deprived consumers is a truth most marketers can universally agree on. Sports fixtures were cancelled, as were gigs and music festivals while any arena or space that saw people elbow to elbow with one another was expressly off limits. So too, was the ritual and joy of a cinema visit.
But as the world tentatively tries to figure out how to navigate a restricted way of both living and experiencing, Häagen-Dazs and Openaire Cinema, working with Space, decided to bring iconic movies and ice-cream to the waterways of London.
Running for four weeks throughout September 2020, the experience allows people to watch movies at a Float-In cinema in Regent’s Canal, the UK’s first cinematic experience by boat.
The eco-boats are self-driven and allow for social distancing to take place whilst still retaining the atmosphere so vital to experiences that happen in real life. Movies include Titanic, A Star is Born and Grease among others while the viewing experience is accompanied by an at-boat waitering service that will deliver tubs of Häagen-Dazs ice-cream and food from a nearby Italian pop-up.
As businesses and individuals get used to a new world of social distancing, sanitised equipment and limited numbers, creativity is vital to producing experiences that still delight and inspire audiences. The Float-In cinema demonstrates the power of collaboration to create an evening to remember.
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