Sep 1, 2004 12:00 PM, Lorin Cipolla

This fall, Loews Cineplex is bringing the singles dating experience to its movie theaters in select cities across the country in hopes of livening up the dating scene.

Loews is partnering with online dating service Lavalife, Inc. to host Click at a Flick — special Wednesday night movie screenings in major metropolitan areas designed exclusively for singles looking to mingle.

Singles simply buy a ticket (online at Lavalife.com or at the theater) for the featured movie and proceed to the designated theater where they can mingle before the lights go on. Visitors to Lavalife.com/flick will be encouraged to attend Click at a Flick events at their local theaters and can sign up for e-mail updates notifying them of future soirées. Loews is also sending out about 70,000 targeted e-mails to consumers in their database to promote the events.

Moviegoers will also learn of upcoming events by way of in-theater promotions and signage touting Click at a Flick nights in their areas.

Four launch parties sponsored by Sweden's Svedka Vodka begin the series with icebreakers for singles. Moviegoers can play updated versions of Spin the Bottle and tarot card readers will reveal future love connections. Svedka will also offer complimentary cocktails, sexy surveys and seductive music to help singles connect.

“Our sponsors will be doing programming prior to the movies by creating activities, events and a social hour,” says John McCauley, SVP-marketing for Loews Cineplex. “These events are intended to inspire mingling and create buzz for the program.”

Initial launch cities include New York, Los Angeles, Chicago and Boston. Additional markets will be added throughout the year with pre-screening parties hosted by single-savvy sponsors including Joe Boxer.

The Los Angeles launch will take place Sept. 8 at the Broadway Loews and the Chicago launch will be held Sept. 22 at the Webster Place Loews. Following the initial launch, the program will take place bimonthly with an anticipated nationwide rollout to follow.

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