Cornetto launches immersive movie theatre for film series

Unilever ice cream brand Cornetto has created an immersive cinema experience at London's Westfield Stratford City to showcase its latest film content, Two Sides.

Cornetto's Beyond the Screen features 3D sound and a theatrical performance
Cornetto's Beyond the Screen features 3D sound and a theatrical performance

Cornetto Beyond the Screen opened last week (6 July) and will remain in situ on The Street in Westfield until 30 July. The cinema itself features binaural sound technology, while immersive arts agency A Taste of Space performs an immersive choreographed song and dance show at each screening.

Created by content sourcing company Mofilm, Two Sides forms part of Cornetto's Cupidity series on teenage love. It has been filmed using special camerawork that allows viewers to switch viewpoints between the two lead characters as they watch the film.

Experiential agency iD created the Art Deco-style retail unit in which the experience is housed.

Barbara Cavicchia, global brand director for Cornetto at Unilever, said: "Cornetto is all about embracing new and exciting experiences. The use of new technology has helped us capture the trials and tribulations of being a teenager in love better than ever before, and we've created a much richer experience for our Cupidity fans as a result."

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