‘Click at a Flick’ brings new dimensions to dating

Lavalife, Fido and Cineplex have cooked up an integrated plan for movie-loving singles to find each other.

‘Click at a Flick,’ an innovative series of singles events from a trio of matchmakers consisting of Lavalife, Fido and Cineplex Entertainment, will kick off at Toronto’s Paramount Theatre Cinemas on Oct. 25 and roll out in Calgary and Vancouver next month.

The idea is to morph the online dating experience into face-to-facers at which singles 19-34 can buy movie tickets and then mingle at free ice-breakers before the lights go down. There will be complimentary cocktails (courtesy of a sponsor who is still being sought), a DJ booth at which participants will select the evening’s play list, and dating experts to help participants create enticing Lavalife dating profiles.

Presenting sponsor Fido is powering hi-tech dating games including ‘text flirting,’ which allows singles to send messages across the theatre to other partygoers using their cellphones. Fido will also host a series of speed-dating activities during the events. The next Click at a Flick evenings will take place on Nov. 22 at Calgary’s Paramount Chinook Cinemas and Paramount Vancouver Cinemas. Following each launch, the singles events will take place every other Wednesday night in each of the three cities.

Toronto-based Lori Miller, manager of PR events and promotions for Lavalife, says the concept for this type of get-together is already a success in the US. Her in-house team has handled both the media and the creative for ads that are currently running on the Lavalife and Cineplex websites, on such night-life sites as martiniboys.com, and in NOW Magazine, as well as on-screen slide ads and in-cinema signage. But Miller says that Toronto’s Doubleclutch agency is helping to coordinate various elements of Click at a Flick, and PR is being done by NYC’s VPR agency.