Samsung launches summer open air cinema programme

Events: Samsung is launching a three-month cinema programme

Samsung has partnered with open air cinema producers The Nomad Cinema, Rooftop Filmclub and Luna to host a series of screenings across the country throughout the summer.

Movies including Top Gun, Stand By Me and recent hit Les Miserables will be on show at events in the Coram Secret Garden in Bloomsbury, Ascot Racecourse and Leeds Castle.

The events are expected to attract around 120,000 people across the three-month programme, which will be supported by experiential, digital, print and PR marketing.

Guy Kinnell, head of TV and AV, Samsung Electronics UK and Ireland, said: "Our 2013 smart TV range offers viewers an immersive cinematic experience and through this partnership we're really able to bring this technology to life.

"Our partnership with open air cinema is fantastic as the experience reflects the core focus of the Samsung smart TV promise, which is to help people discover more of the films and TV they love through an amazing viewing experience."

Samsung will use the events to screen its 2013 'Charge' advert and will host a one-off screening at the end of the open air cinema season in September of the nation's favourite film, chosen through consumer research and the brand's Facebook fans.

The campaign was negotiated by Starcom MediaVest and Pearl & Dean. Samsung have also worked with Cheil, Ear to the Ground and The Red Consultancy to promote the events.

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