Little Moons create light installation at The Luna Cinema

Pearl & Dean launches experiential partnership between Little Moons and The Luna Cinema to capitalise on open air cinema season.

Georgie Moreton

Assistant Editor, BITE


2022 has seen record numbers return to the cinema and with audiences set for a summer of experience Pearl & Dean, and its experience agency DIVE has launched a new partnership for mochi ice cream brand Little Moons with The Luna Cinema’s 2022 open air cinema season. 

At the centre of the partnership is an epic lighting installation set to run across over 50 of The Luna Cinema’s iconic UK locations this summer. To bring Little Moons to life this unique light installation features giant glowing inflatable mochi ice cream balls. 

The playful lighting will bring the iconic ice cream shapes to life engaging Luna’s cinema audiences and creating a unique experience for cinema-goers. The installation will provide special photo opportunities and aim to drive brand awareness, both in-person and via social channels.

“Experiencing a great film outdoors on a summer’s night under the stars is already such a treat, and this is just the perfect pairing to indulge audiences further while introducing them to these unique and delicious ice cream treats in a truly fun and memorable way” explained Ellie Davidson, Executive Director at DIVE.

As well as the experiential light installation Little Moons will be featured on-screen with a gold spot in the ad-reel of all film screenings. Audiences will be able to treat themselves to an array of Little Moons desserts through an exclusive menu of exciting flavours, while they sit back and enjoy an evening of cinema under the stars.

“This activation perfectly fits in with the magical and enchanting experience that The Luna Cinema already creates for its audiences and is guaranteed to surprise and delight all ages this summer.” added Kathryn Jacob OBE, CEO at Pearl & Dean.

With appetite for cinema and live events stronger than ever, brand integrations that create memorable experiences for audiences guarantee people are set for a summer to remember. 

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Experiential Cinema