If sitting inside an air-conditioned movie theater is too stifling for you, Loews Cineplex Entertainment this year is taking its second annual Picture Perfect Summer marketing platform outdoors.
An 18-wheel, 53-foot trailer will visit summer festivals in 20 cities including Los Angeles, Chicago and Pittsburgh through September.
The Movies in Motion Summer 2003 Road Tour kicks off at Union Square in New York City May 12. Sponsors include Unilever’s Lever 2000 (title sponsor) and Microsoft, BMG, Comedy Central and Hotels.com. The tour comes with traveling tents outfitted with real-theater seating and inflatable full-size movie screens. New films such as Tomb Raider 2, Legally Blonde 2, as well as old flicks Shrek and Grease will be shown throughout the summer.
Visitors can stop by sponsor areas to receive free popcorn, CDs, soap bars and beach towels. At the Microsoft kiosk, consumers can test the latest Windows XP technology. Interactive contests will allow visitors to answer movie-related trivia for prizes. “We’re hoping to get an ambitious amount of emails from visitors to bounce people back to the theaters and get people to ask ‘Where’s the nearest Loews?'” says John McCauley, VP-marketing at New York City-based Loews.
Marinelli Communications, New York City, handles the promotion; Match Marketing, Toronto, Canada, takes care of the mobile tour.
