“We all grew up with the drive-in dream,” says Damian. “But it never happened in Britain because we don’t have the space, the weather or that car culture. I wanted to update the idea and make it work for an urban eco-conscious.”
Having launched Silent Cinema™ in 2007, where the audience listed to the film’s soundtrack though headphones, Damian adapted that technology so movies could be heard through car radios. “This means there’s no noise pollution so it can run in densely populated areas.”
Then he had to find a partner. “Growing up in Canada I went to drive-ins all the time,” says Iram Quraishi, Event Producer. “Working as the Creative Networks Director for the ICA for 4 years, I produced cultural events that were social, engaging and proper good fun. The urban drive-in is a brilliant idea and I’ll be bringing all the right bits together to make sure it’s a night to remember!”
With its reputation for brave exciting events, the Truman Brewery was the obvious venue. Now all they needed were the cars. And that’s where Volvo came in with their stylish, comfortable cars.
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