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Working with brand experience agency Starcom Mediavest Group, Bulmers staged its first film event, based on a screening of The Grand Budapest Hotel, last night (6 November). The activation will open five nights a week for six weeks, showing films such as Dirty Dancing, The Goonies and Home Alone.

The pop-up cinema has taken on Bulmers marketing philosophy of #LiveColourful, lighting up the dark décor of the historic underground tunnels. The brand hopes to host thousands of film fans attending the screenings by winning tickets on social media channels or purchasing them from ticketing website Eventbrite.

All Bulmers flavours will be on offer to purchase at the events.

Emma Sherwood-Smith, brand director for ciders at Heineken, said: "We will be bringing colour, light and excitement to an area of London that many people will never have visited before.  The tunnels under Waterloo are usually dark and mysterious but with the magic of Bulmers, they will be transformed into a colourful space that is representative of the Bulmers ciders range.

"Linking up with the Underground Film Club means we can showcase classic films in an exciting and atmospheric surroundings, and bring to life #LiveColourful through the dark winter months."

Paul Hamilton, associate director at Starcom Mediavest Group, added: "We are excited about the creation of this partnership for Bulmers, as we look to extend the #LiveColourful campaign and bring colour into the darker winter months. Through working with the Underground Film Club, we’re able to offer an immersive colour experience to our core audience in a unique environment they are unlikely to have previously visited." 

 with a case study on  at London's La Galleria Pall Mall.

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