Volvo is reviving the drive-in movie theater to promote their cars. The Starlite Urban Drive-in theater was the first of what is likely to be a series of retro metro drive-in movie theaters set up by Volvo.
The Starlite Urban Drive-in theater sold out a three-night run at the Truman Brewery in London’s East End. Moviegoers watched from pre-parked Volvos and heard the movie soundtrack on the car radio. Car hops on roller skates took orders for popcorn. Volvo hopes its promotion will help to reach a younger buying market that may not be familiar with the Volvo brand.
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Concept: Starlite Urban Drive-in Theater
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Segment: Neutral, 18-35
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