Ben & Jerry's to host pedal-powered film screenings

Ice cream brand Ben & Jerry's has announced plans to host a three-day cinema event, with all entertainment powered by environmentally friendly hybrid power.

Ben & Jerry's has selected Clapham Common as the pop-up cinema venue
Ben & Jerry's has selected Clapham Common as the pop-up cinema venue
The Big Ice Screening will take place on 31 July to 2 August on Clapham Common in south west London. The brand has partnered with Firefly to host the event, which will screen movies including Ghostbusters, Dirty Dancing and Inception during the day and night.

Grassy sofas, deckchairs and beanbags will be provided for comfort, and an unlimited supply of Ben & Jerrys' Fairtrade Cookie Core range will be available to sample for free.

The event also promises pop-up food and drink stalls alongside nostalgic games such as Giant Jenga and Hook-a-Woody the Cow.

All entertainment at the experience will be powered by pedals. The event's environmentally friendly theme will promote the company's Save Our Swirled climate justice campaign, which calls on leaders in developed nations to tackle climate change.

The Big Ice Screening has been devised by Mischief PR and event agency N2O.

More: In pictures - N2O takes Ben & Jerry's on tour

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