Samsung sponsors summer pop-up cinema season

Hampton Court: pop-up cinema
Hampton Court: pop-up cinema

Samsung has signed up as headline sponsor of open-air cinema events across the South-East for a summer marketing campaign to support its Smart TV range.

The electronics firm has partnered with companies including Luna, The Nomad Cinema and Rooftop Filmclub, to host a series of screenings at venues including Coram Secret Garden in Bloomsbury, Ascot Racecourse, Hampton Court and Leeds Castle.

Samsung will advertise the screenings, which are expected to be attended by 120,000 people, with digital, print, experiential and PR activity.

The summer cinema season will include classic films such as 'Top Gun' and 'Stand by Me', alongside modern day blockbusters such as 'Les Misérables'.

Experiential activity designed to showcase the brand’s Smart TV technology will include live theatre events within some of the screenings.

Samsung’s ‘Charge’ TV ad, which highlights the gesture controls used by the Smart TVs, will also be aired during some of the film screenings.

In order to demonstrate its commitment to helping customers "rediscover the films and content they love", Samsung will also host a one-off screening of a film chosen by its Facebook fans at the end of the pop-up cinema season in September.

The sponsorships were negotiated by Starcom MediaVest Group and cinema specialists Pearl & Dean, while digital activation is being handled by Cheil. 

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer