This past weekend Times Square was turned into a drive-in movie theater courtesy of Fiat, the Italian automotive manufacturer set to reenter the American market after a quarter-century absence. On August 13th and 14th, Fiat parked 36 of its 500 and 500 Cabrio models on the street to act as centerpieces for an all-day event that included espresso, gelato, bocce ball and live music. The day culminated in a double-feature screening on the Sony Jumbotron: Romeo + Juliet and A Midsummer Night's Dream, and like the Fiat 500, both updated versions of a classic. The event was a prime example of marketing at the grassroots level, introducing Fiat cars to the American public by letting the public get up close and personal, even allowing them to settle in and take in a movie inside the vehicle.
New York was the first leg of the "Simply More by Fiat" four-city tour, with the rest of the stops in the following cities:
Chicago - Aug. 19-21, 2011
Miami - Aug. 26-28, 2011
Los Angeles - Sept. 3-5, 2011
Go here for more details.