As the summer sun makes an appearance Picturehouse Cinemas are capitalising on consumers' ever-increasing desire for experiences with an outdoor cinema series, supported by mochi ice cream brand Little Moons. 

The partnership, which was brokered by Digital Cinema Media and MediaHub, will see Little Moons align with cultural film moments throughout the summer. With unique outdoor film settings being transformed into immersive environments supported by Little Moon’s experiential activations. 

Working with DCM Studios, an arch walkway imitating mochi balls has been created that consumers will walk through on arrival at the events. Signage on the arch includes Little Moons’ tagline, ‘Ice Cream from Another World’. Mochi ice cream bites will be available to sample and Little Moons ice cream vans will be present at a number of outdoor screenings.

The campaign will also be supported by brand campaigns in the advertising reel at Picturehouse Outdoor screenings and Picturehouse Cinemas. The creatives ‘The Flavour System’ and ‘Necks Appeal’ feature other worldly settings of block colours and upbeat music. The activity will also include significant social activity across Picturehouse’s channels and website. 

The partnership kicks off at the end of June at Preston Manor South Lawn & Garden in Brighton and runs until September, with other sites including York Museum Gardens in York and Norwood Park in London.

Ross Farquhar, Marketing Director at Little Moons, explained: “I can't think of a better place to enjoy Little Moons than under the stars with a good film and good company, so we’re delighted to partner with Picturehouse Outdoor this summer to showcase our ice cream from another world. Creating fun, elevated experiences is in our DNA, and Picturehouse is a brilliant partner in making that happen for mochi ice cream lovers up and down the country.”

Davina Barker, Sales Director, Digital Cinema Media, added: “In true Little Moons fashion, this partnership keeps things light-hearted and out of this world, treating film lovers to the full delight you experience when you indulge in one of their little balls of happiness, and will no doubt engage and build affinity amongst Picturehouse’s young, upmarket audience.”

To view the full summer programme and to buy tickets, click here.