# Theatrical In-Car Experiences Insurance Company 'More Than' Showed a Live Play Inside of a Car By Laura McQuarrie | Published 2018-08-24 | Autos Source: Trend Hunter, https://www.trendhunter.com/trends/in-car-experiences References: [standard](https://www.standard.co.uk/go/london/theatre/west-ends-smallest-theatre-opens-its-car-doors-in-a-drury-lane-parking-bay-a3917476.html) & [morethan](https://www.morethan.com/) Fun in-car experiences typically don't happen until after the purchase of a vehicle, but UK insurance company More Than decided to offer a [unique, interactive theatrical experience](https://www.trendhunter.com/trends/avantgarde-theatrical-experience) inside a branded vehicle. More Than created a free-to-attend 20-minute play called 'Papa Don’t Preach,' which is performed by two actors who sit in the car's front seats. The vehicle accommodates a small audience and has the potential to appeal to art lovers who desire to get as close to a live-action performance as possible. Throughout the play, the audience is exposed to some of the important conversations that are often had on the road, such as a daughter getting ready to leave home. This new stunt from More Than reminds of others like [Fiat's](https://www.trendhunter.com/trends/fiat-1) 'Theatre in a 500' and the 'Cinema Delivery' truck that also shared an intimate movie screening. ## Trend Insights (Trend Hunter) - Score: 5.9/10 - Popularity: 83% | Activity: 85% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Autos](https://www.trendhunter.com/autos) ## Key Themes ### Key Themes Behind This Trend - **In-car Entertainment:** Creating interactive theatrical experiences inside vehicles presents disruptive innovation opportunities for car manufacturers and entertainment companies. - **Branded Mobile Experiences:** Brands can leverage branded vehicles to offer unique and immersive experiences, tapping into consumer desires for personalized and interactive marketing campaigns. - **Immersive Advertising:** Incorporating live performances or interactive experiences inside vehicles can revolutionize traditional advertising methods, creating memorable and engaging campaigns. ### Where This Applies - **Automotive:** Car manufacturers can explore partnerships with entertainment companies to create in-car entertainment systems and experiences, enhancing the overall driving experience. - **Entertainment:** Entertainment companies can collaborate with brands to develop branded content and immersive experiences that leverage vehicles as unique venues for performances and events. - **Marketing:** Marketing agencies can utilize in-car entertainment and immersive advertising strategies to create novel campaigns that capture consumer attention and generate buzz. ## Related on Trend Hunter - [Auto-Centric Short Films](https://www.trendhunter.com/trends/relax-we-care.md) - [3D On-Screen Cinema Ads](https://www.trendhunter.com/trends/pvr.md) - [Hands-Free Driving Campaigns](https://www.trendhunter.com/trends/passenger-princess.md) - [In-Car Gaming Experiences](https://www.trendhunter.com/trends/bmw-2.md) - [Cheeky Electric Vehicles Ads](https://www.trendhunter.com/trends/koda-hijacks-competitors.md) - [Influencer-Starring Car Commercials](https://www.trendhunter.com/trends/toyota-2.md) - [Taxi Driver-Centric Branded Events](https://www.trendhunter.com/trends/taxi-driver.md) - [Cinematic Car Cabin Displays](https://www.trendhunter.com/trends/bmw-theatre-screen.md) - [Co-Branded Custom Ads](https://www.trendhunter.com/trends/lexus-and-universal-pictures.md)