Cineworld is to become the first major UK cinema chain to bring the cinema experience to a music festival.

This weekend, Cineworld is to bring a pop-up cinema to V Festival for guests of the Virgin Media Louder Lounge, including a preview screening of biopic Lovelace.

The brand-building move will see Cineworld transform its roadshow pop-up cinema into a “festival film zone” with bean bags and blankets as well as cinema snacks and drinks.

Films will be screened before and after musical performances at this year’s festival and include The Big Lebowski, The Goonies, Anchorman, The Blues Brothers, Jaws, The Hangover, Dumb and Dumber, Pulp Fiction and Django Unchained.

Justin Skinner, marketing VP at Cineworld, said: “We’re thrilled to showcase our passion for film outside of our auditoriums and bring our entertainment expertise to Virgin Media’s V Festival.”

Cineworld Group operates 80 cinemas throughout the UK.

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