Building on the popularity of their Secret Sofa collaboration, luxury ice cream brand Häagen-Dazs has once again teamed up with Secret Cinema, the pioneers of immersive storytelling, to announce the launch of a ‘The Drive-In’ at Goodwood Motor Circuit, as part of the brand’s new global campaign ‘Don’t Hold Back’.

The Drive-In by Häagen-Dazs and Secret Cinema intends to thrill audiences of all ages looking to find escapism in iconic and much-loved movies this summer but from the comfort of their own cars.  With tickets going on sale from 22nd June, people will have the chance to attend the first show on Sunday 5th July to watch Rush – a movie that depicts the rivalry between two of the greatest racing drivers, James Hunt and Niki Lauda.

Other movies in the Drive-In line-up will include Moana, The Incredibles, Cars, Mary Poppins Returns, Zootropolis, Toy Story, The Hunger Games, Knives Out, Moulin Rouge, Star Wars, Dirty Dancing, Reservoir Dogs, Pretty Woman, Fight Club, and American Psycho.

Arjoon Bose, Europe-Australasia Head of Culture and Brand Experience, General Mills, said: “Following the success of Secret Sofa which enabled us to create a truly unique moment in culture within British households whilst also providing genuine moments of happiness during lockdown, we are delighted to be extending our partnership with Secret Cinema to collaborate on the Drive-In, sprinkling a little bit of magic on a classic film idea in a new climate.

“As a brand, Häagen-Dazs believes in living life to the fullest wherever possible and being caught up in every moment and experience. It is a philosophy we call ‘Don’t Hold Back’ which is the narrative of our new global campaign.  The Drive-In by Häagen-Dazs delivered in an iconic setting like Goodwood presents us with the perfect platform to bring thisphilosophy to life. Get ready to immerse yourself in a world of film magic and storytelling accompanied with a specially curated ice cream experience, for what we truly believe will become the cultural highlight of the summer.”

Movie goers will be able to enjoy plenty of Häagen-Dazs ice-cream with secret rewards and giveaways on-site themed around ‘Don’t Hold Back Hour’ and ‘Häagen-Cars’ to surprise and delight audience members who dial up the experience to the fullest. What is more, the brand has handpicked an exclusive limited batch of mini cup flavours and single serve cones, currently not available in the UK, especially for this event to provide a uniquely curated serve for ice cream lovers.

Häagen-Dazs and Secret Cinema will jointly donate a portion of its profits from all ice-cream sales to Sussex Community Foundation and MediCinema Charity who build and run state of the art cinemas in hospitals with space for beds, wheelchairs and equipment ensure that they can bring much-needed escapism to NHS patients and help them feel better with film.

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