Samsung Electronics UK today announces a new partnership with open air cinema producers The Nomad Cinema, Rooftop Filmclub and Luna, to host a series of film screenings across the country this summer. Presented on a giant screen with an immersive atmosphere that brings the stories to life, a variety of films will be showcased during the three month programme including classics such as Top Gun and Stand By Me as well as modern day blockbusters including Les Misérables.
The partnership will be supported by an integrated campaign that includes experiential, digital, print and PR. Nearly 120,000 people are expected to attend the events spanning from the Coram Secret Garden in Bloomsbury to Ascot Racecourse and Leeds Castle.
The open air cinema partnership will see Samsung Smart TV take the position of headline sponsor at The Nomad Cinema’s events and The Rooftop Filmclub summer programme and co sponsor for Luna Cinema. Samsung will be using this partnership with the open air cinema producers to showcase its unique and innovative S Recommendation technology which helps customers discover the content they love. To demonstrate this technology, Samsung will be implementing a unique piece of live theatre within key screenings showing how this technology enhances the viewing experience in the home.
At all events, Samsung will also be showcasing its 2013 TVC change advertisement ‘Charge’ which dramatises S Recommendation technology, highlighting how this feature recommends programmes and content to viewers based on their TV habits.
“Helping its customers rediscover the films”
To further highlight Samsung’s S Recommendation technology and the brand’s commitment to helping its customers rediscover the films and content they love; Samsung will be hosting a one off screening of the nation’s favourite film (as chosen by Samsung’s Facebook fans and through consumer research) at the end of the pop up cinema season in September.
Commenting on the campaign, Guy Kinnell, Head of TV and AV, Samsung Electronics UK & 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 with friends and family.’’
Samsung’s campaign is supported by agencies across various marketing disciplines; the partnership was negotiated by Starcom (SMV group) and cinema advertising specialists Pearl & Dean, digital activation developed by Cheil, experiential and on the ground activation developed and coordinated by events agency Ear to the Ground and PR by The Red Consultancy.