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AB InBev is launching its new lager brand Stella Artois Black with an immersive theatre production.

Starting this week, theatrical productions, set in the 1960s, take place in a variety of pubs around London. Members of the public are invited to become key players in the production and are driven from the bar by a chauffeur on a trip through the city.

People buying the new lager will be offered the chance to apply for tickets for the play and the event is promoted via point-of-sale, beer mats and posters. The event takes place over the course of two weeks at ten different bars in London.