Movies on the River is London’s first and only floating cinema on the Thames. A new cinema experience where guests can enjoy a sunset cruise along the Thames – passing by iconic London landmarks whilst enjoying their favourite Häagen-Dazs flavours, before watching a classic film on the big screen.

The partnership with Häagen-Dazs is part of a wider bespoke multi-platform campaign for the ice cream brand, developed and shaped by global media agency, Mindshare UK in collaboration with the Time Out Creative Solutions team.

Alongside multiple sampling touchpoints on board, there will also be a Häagen-Dazs photo booth and pre-roll ads on screen. This will be amplified through posts and stories across Time Out London’s social channels, CRM, a digital feature page, roadblocks across the Time Out site, and inclusion of Häagen-Dazs on all ticketing pages on.

Charlie Liddington, Head of Creative Strategy & Live at Time Out said: “People come to Time Out seeking the best ways to spend their summer in the city – because we not only write about the best experiences but create them too. One example is our Movies on the River which we are thrilled to bring back this summer. Together with Häagen-Dazs we are giving Londoners unforgettable summer moments with amazing movies, incredible views, and delicious ice cream flavours.”

Jose Alves, Head of Häagen-Dazs UK added: “We’re excited to be partnering with Time Out to launch this unique event and create more of the moments of joy Häagen-Dazs is known for. Our audience of luxury ice cream lovers are experience-hungry, so it makes sense to offer them one they certainly won’t forget. What better way to spend a gorgeous summer evening in London than by floating down the Thames soaking in the incredible views, before settling down to a great movie – all with a Häagen-Dazs ice cream in hand.”

Movies on the River, aboard City Cruises boats, kicks off Tuesday 1st August for five nights a week until 26th August. Departures are from Tower Pier at 8pm for a sunset cruise, before mooring up for the screening (film starts around sunset time) and returning at approx. 10-11pm. Tickets cost £24 and include a sunset cruise, open-air screening, and Häagen-Dazs ice cream sampling – and can be booked via Time Out’s website. Over 18s only.