Inside Move: Loews lathers up with Lever for promo

Fest to offer free viewings, passes, materials to boost brand

Loews Cineplex is staging a bunch of big movie screenings in tents this summer.

No, it’s not a cost-conscious construction scheme for the recently bankrupt exhib. It’s a marketing campaign backed by soapmaker Lever 2000.

The “Moments of Closeness” movie fest will offer free viewings of recent hits such as “Legally Blonde” and “The Fast and the Furious” in tented venues including Gotham’s Union Square from May to August.

There will also be a few invitation-only screenings of upcoming firstrun releases. Those include a May 12 showing on Union Square of 20th Century Fox romancer “Down With Love,” which unspools in limited release May 16.

New Line’s “Dumb and Dumberer: When Harry Met Lloyd” will also be screened in one site at least, and one or more firstrun pics will be similarly sneaked to special invitees in each of the locations. Other participating cities include Brookhaven, Long Island; Chicago; Cleveland; Detroit; Hartford, Conn.; Los Angeles; Elizabeth, N.J.; Philadelphia; Pittsburgh; Seattle; and Washington, D.C.

Loews spokeswoman Lisa Taverna says the exhib plans to pass out free movie passes and other promo materials to boost its brand. “They’re hoping people will say, ‘This is a really nice thing they’re doing; I haven’t visited a Loews theater in a while, and think I will.’ ”

And, as a press releases enthuse, “Loews and Lever 2000 are the perfect partners to bring people together.”

Of course, that’s assuming patrons actually suds up with Lever products before entering the movie tent in the heat of summer.

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