FAMOUS PLAYERS PARAMOUNT HAS INSIDE SCOOP
By Adnews Staff
Toronto-based Famous Players launched a pilot project in its Toronto Paramount Theatre earlier this week, opening of the first in-theatre Ben & Jerry's Scoop Shop in North America. Ben & Jerry's ice cream products first appeared in Canadian grocery stores last year. The 250-square-foot ice cream shop will serve eight Ben & Jerry's flavors, such as Chocolate Chip Cookie Dough, Cherry Garcia ice cream and frozen yogurt, Chunky Monkey and Chocolate Fudge Brownie. Milkshakes and sundaes will also be on the menu. Famous Players will promote the ice cream outlet with in-theatre point-of-sale materials. The Ben & Jerry's Scoop Shop is the latest food partner to team up with Famous Players. Additional brands available in the theatre include Pizza Hut Express, Taco Bell, Starbucks, New York Fries, Surf City Squeeze and Wetzel's Pretzels. The theatre's sister company, UCI Cinemas, operates similar Ben & Jerry's Scoop Shops in more than four dozen of its theatres in England.