Pearl & Dean and DIVE Bring Little Moons and The Luna Cinema Together This Summer, Creating a Giant Light Installation From Another World

London ( June 7, 2022 ) -

Pearl & Dean, the UK’s best-known cinema advertising contractor and its experience agency DIVE today announce a brand new experiential headline partnership for mochi ice cream brand Little Moons, with The Luna Cinema’s 2022 open air cinema season. As part of this headline partnership, DIVE will be creating an enchanting one-of-a-kind branded Little Moons light installation at The Luna Cinema this summer.

This partnership and epic lighting installation will run across over 50 of The Luna Cinema’s iconic UK locations this summer, with the first screening taking place on the 23rd June. To bring Little Moons to life at The Luna Cinema, this unique branded light installation will feature giant glowing inflatable mochi ice cream balls. Bringing a touch of other-worldly playfulness to engage Luna’s audiences, the installation will provide special photo opportunities and drive brand awareness, both in-person and via social channels.

As well as the experiential light installation, which is sure to bring audiences together, Little Moons will be featured on-screen with a gold spot in the ad-reel of all film screenings. Audiences can also treat themselves to an array of Little Moons desserts through an exclusive menu featuring a range of exciting flavours, while they sit back and enjoy an evening of cinema under the stars.

Launched in 2021 as an independent experience agency, DIVE works with consumer brands, film studios and distributors, broadcasters, content creators, record labels and cultural institutions to build and deliver experiential campaigns, strategic partnerships, stunts and events. Last month Pearl & Dean announced it was partnering with DIVE to offer an expanded service to all its clients and prospects. This includes creating and delivering bespoke experiential campaigns to complement on-screen film and cinema advertising.

The Luna Cinema 2022 summer season is on sale now!

More information on light installation to come.

Ross Farquhar, Marketing Director at Little Moons, said: “After the last two years of disruption, we can’t wait to get back out to a Summer of fantastic films in the open-air, with our Little Moons in hand. We’re looking forward to working with the teams at The Luna Cinema, Pearl & Dean and DIVE to make this a partnership to remember for everyone who attends one of the screenings.”

George Wood, Managing Director at The Luna Cinema, said:

We’re very excited to be bringing the magic of open-air cinema back to more than 50 of the UK’s most iconic settings for our 15th consecutive year of The Luna Cinema. We’ve also lined-up an outstanding line up of films, from this year’s award winners to Hollywood classics, and with our fantastic partnership with Little Moons, guests will be able to enjoy the perfect sweet accompaniment to an evening of outdoor cinema as they sit back and enjoy the film.

Kathryn Jacob OBE, CEO at Pearl & Dean, said: “We love working with DIVE and this new activation with The Luna Cinema and Little Moons is a fantastic example of the team’s creative flair and imagination to deliver something truly special for audiences. This activation perfectly fits in with the magical and enchanting experience that The Luna Cinema already creates for its audiences and is guaranteed to surprise and delight all ages this summer.”

Ellie Davidson, Executive Director at DIVE, said: We’re so excited to deliver this bespoke experience with Pearl & Dean for Little Moons and The Luna Cinema. Experiencing a great film outdoors on a summer’s night under the stars is already such a treat, and this is just the perfect pairing to indulge audiences further while introducing them to these unique and delicious ice cream treats in a truly fun and memorable way

The Luna Cinema 2022 summer season is on sale now!


About DIVE

DIVE is an experience agency that creates culturally relevant brand partnerships, campaigns, and productions. At DIVE we take free time seriously – it’s when we feel most ourselves. We collaborate with brands to create memorable moments that make sure our free time is always a good time.

DIVE works with clients and partners across the spectrum of entertainment — including consumer brands, film studios & distributors, broadcasters, cinemas, record labels, festivals, and cultural institutions.


About Pearl & Dean

Pearl & Dean, the UK’s best-known cinema advertising contractor are First for Film. With its iconic theme tune, Asteroid, evoking an instant aroma of popcorn and fun, Pearl & Dean use their wealth of expertise to create impactful brand storytelling experiences which captivate audiences; from script to screen and beyond.

Representing a wide range of cinemas, Pearl & Dean have multiplex chains offering landmark locations throughout the UK & Ireland including Showcase, Empire, The Light, Movie House and Omniplex.

Pearl & Dean also represent the majority of the independent exhibition sector, with a portfolio of quality circuits such as Everyman, Scott Cinemas, Northern Morris and WTW Cinemas as well as independently operated cinemas, drive-in cinemas and outdoor cinemas like Luna Cinema, Rooftop Film Club and Adventure Cinema, each offering tailored experiences and often a specialist audience.

Pearl & Dean’s cinemas offer a varied schedule of programming – from the latest blockbusters through to classic and art-house movies to alternative content such as live opera or concerts. All of this enables Pearl & Dean to offer advertisers precise targeting of either specific demographics or the population as a whole, in an environment where advertisers can showcase brands to a relaxed and captive audience.

About The Luna Cinema

The Luna Cinema was founded in 2008 by George Wood with a showing of Some Like It Hot at Dulwich Park in South London. In 2022 it will bring more than 150 screenings to over 50 outdoor locations around the UK, making it the UK’s largest producer of outdoor cinema events. . The Luna Cinema team also produce FriendsFest, the touring event celebrating the TV show “Friends”. In 2018 the Luna Group set up two new brands, Luna Beach Cinema in Brighton, and Luna Kids Cinema, the country’s first outdoor cinema experience designed especially for young film fans. In 2020, in reaction to the pandemic, the Luna team launched The Luna Drive In Cinema, establishing it as the UK’s largest ever drive in cinema, playing to over 150,000 cars throughout its first year. Embracing the nostalgia of classic drive in but incorporating state of the art technology in the form of a unique in-car wireless speaker solution, full HD giant screens and a web-based food ordering system, the Luna Drive In has breathed new life into this iconic form of cinema.