Häagen-Dazs has been confirmed as the headline sponsor of open air cinema brand The Luna Cinema, in a deal negotiated by UM London.
As headline sponsor the luxury ice-cream brand will put its name to all of The Luna Cinema’s 62 events this summer, which includes screenings at Kew Gardens, Warwick Castle, Ascot Racecourse, Pinewood Studios and Kensington Palace.
This summer The Luna Cinema will be screening Oscar-nominated films such as Django Unchained and Les Miserables, as well as classic films.
Häagen-Dazs brand manager, Chris Busher, commented: “We’re delighted that Häagen-Dazs will be part of what is undoubtedly the summer’s most exciting cinema event. Classic films, iconic venues and luxurious ice cream – it’s the perfect combination.”
Managing partner, Ideation at UM London, Andy Corcoran, added: “Our partnership with The Luna Cinema allows Häagen-Dazs to present a beautiful outdoor cinema experience this summer. As headline partner we want to further enhance people’s experience at The Luna Cinema, which is already a hugely sociable event, and help cement it as an unmissable fixture of the British summer.”