French "Floating Theater" Takes Socially Distant Drive-in to the Water
Stateside, drive-in movies are experiencing a Corona-fueled comeback. They’re popping up in backyards, on HS football fields and, soon, in Walmart parking lots. Now, Parisians across the pond are taking the concept to the water.
A floating movie theater — or Cinema sur l’Eau (Cinema on the Water) — will debut along the Seine next week (July 18). The clever brand activation comes compliments of MK2, a local French movie chain, and Haagen-Daz. The event comes as theaters in France begin to re-open and is timed to coincide with the start of Paris Plages, an annual program that creates temporary summertime beaches in Paris
Seats will be limited on the 38 boats in accordance with social distancing protocols, although some free tickets are up for raffle. Others can view the select screened films on the shores via lounge chair.
What’s not to love? Movies on the water. Ice cream to cool you down? All in the spirit of a larger citywide celebration of summer in Paris? A tailor-made PR event that is garnering attention with the benefit of merely a rendering at this point. Where can I enter that raffle?
