Heineken brings 'The Date' to theaters nationwide

Heineken USA announced that “The Date,” the second film in the “Open Your World” campaign, will make its cinematic debut in theaters nationwide beginning September 9th.

The television debut for the full-length spot will appear during Sunday Night Football on NBC on September 18, and 60-second and 30-second versions will air nationwide this fall. The 90-second long-form film follows the Heineken legend as he woos his stunning date on an epic journey. The film will be accompanied by an out-of-home campaign promoting “The Date” in the style of blockbuster movie posters. The big and small screen debut follow the success of the campaigns’ online launch, where it aired on YouTube earlier this year.

“Many consumers have formed an emotional tie to the ‘Legends’ featured in ‘The Entrance’ and ‘The Date,’ and we wanted to continue to build this sentiment off-line in a meaningful way,” said Lesya Lysyj, Chief Marketing Officer, Heineken USA. “The ad’s high cinematic quality and character-driven story make the big-screen a natural extension to our marketing plan, and we think its confident, worldly hero will resonate well with an audience who is looking to be inspired and entertained.”

In support of its TV launch, Heineken also formed an exclusive partnership with the IFC Network to show the film on its network. IFC Network will run the full, 90-second version of “The Date” beginning September 28.

The network will also air “The Legendary Making of The Date” in full during its “Featured Feature” program, giving its film-savvy viewers an insider’s look into the commercial’s creation.

Check out the trailer for the film: