A number of auto brands have sought to align with the world of cinema and its passionate audiences over the years, such as Volkswagen with its long running See Film Differently campaign and Honda’s recent documentary screenings at the Sundance Film Festival.
Saab is the latest automotive brand to make its mark in the cinema space, as it takes on the role of presenting sponsor of Nomad Cinema, a roaming pop-up cinema experience which is set to pitch up at 150 locations across the UK in the coming months.
The movie tour will make a number of pit stops across the country, serving up both cult classics and mainstream guilty pleasures in unique locations, such as country house estates, castles and abbeys. Running parallel to the general film schedule will be a series of Saab showcased themed film events, bringing to life and celebrating the brand’s ethos of 'Independent Thinking'.
“The Nomad is an exciting and engaging new way to experience cinema and sits well with Saabs own culture of challenging convention,” said Andy Biernacki, National Communications Manager at Saab GB.
The Nomad cinema experience makes its debut on the 13th March with a screening of The Wizard of Oz inside a Circus tent.
Much like its more established counterpart, Secret Cinema (presented by Microsoft) the cinematic experience will also include elements of theatre, performance and music, turning the act of watching a film into a 'had to be there' experience.
The whole campaign is expected to impact on 130,000 film fans during its nationwide tour.