Fiat to kick off outdoor cinema series in Times Square
Friday 12 August 2011
Fiat is to kick off its new advertising campaign for the Fiat 500 this weekend with a drive-in cinema in New York's Times Square.
The brand intends to set up a full outdoor cinema at the iconic New York tourist attraction August 13-14, with an event that starts at dusk each evening.
Over 30 vehicles have been placed along Military Island for consumers to hop in and see two feature-length movies, although Fiat has remained tight-lipped over what they will be.
The attraction will be open from 2:00pm, with an afternoon of food, music and games, the automaker said in a statement August 11.
This weekend's event is the first of a US tour of outdoor cinema-style events designed to tie in with Fiat's "Simply More" campaign, which highlights outdoor cinema - and the Fiat 500 - as an American cultural icon.
To kick off the campaign, Fiat began airing its first US television commercials last week.
Re-entering the US with a small vehicle was something of a gamble for the Italian automaker, which now owns struggling US brand Chrysler but is determined to again make its own mark on America's roads.
It hasn't produced vehicles for the US market in 27 years, but it hopes that the Fiat 500 can compete with compact, trendy models such as the Mini, which has enjoyed some success in the country.
The Independent travel offers: Discover a world of inspiring destinations
- 1 VMAs 2015: Was Nicki Minaj and Miley Cyrus' awkward acceptance put-down real or staged?
- 3 Rules on 5p plastic bags likely to lead to arguments at the check-out
- 4 Chaos breaks out in courtroom as father attacks killer of three-year-old daughter
Natural wonders in the UK: From Giant's Causeway to Durdle Door
What's it like on board North Korean airline Air Koryo - the worst in the world?
Exclusive Escapes: Upmarket holiday company goes bust on the eve of bank holiday weekend
The 10 Best lightweight luggage
North Korean airline Air Koryo named worst in the world for fourth time in a row (despite Kim Jong-un's best efforts)
Climate change: 2015 will be the hottest year on record 'by a mile', experts say
Jeremy Corbyn calls Osama bin Laden's killing a 'tragedy' - but was it taken out of context?
Tony Blair attacks Jeremy Corbyn's 'Alice In Wonderland' politics
Theresa May says migrants should be banned from entering the UK unless they have jobs lined up
Iain Duncan Smith 'should resign over disability benefit death figures', says Jeremy Corbyn
UN investigating British Government over human rights abuses caused by IDS welfare reforms
£26000 - £29000 per annum: Recruitment Genius: The Product Development departm...
£23000 per annum: Recruitment Genius: The Visitor Fundraising Team is responsi...
£30000 - £35000 per annum: Recruitment Genius: This is an opportunity to join ...
£30000 - £34000 per annum: Recruitment Genius: The Estates Team of this group ...