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. 

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