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Walmart launching virtual summer camp, drive-in movies for summer fun

Camp by Walmart brings kids’ activities home, and store parking lots will become outdoor movie theaters

Michael Browne, Executive Editor

July 2, 2020

4 Min Read
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Beginning in August, Walmart will roll out drive-in movies in its parking lots in towns across the country for a combined 320 showings.Walmart

With many summer activities stalled or canceled this year due to the coronavirus pandemic, Bentonville, Ark.-based retail giant Walmart has announced two new experiences to help bring families together for traditional fun in nontraditional ways.

The first, Camp by Walmart, is a free star-studded virtual camp that brings summer activities directly to customers’ own backyards, and the second, in partnership with Tribeca Enterprises, is a touring drive-in movie theater that will transform Walmart parking lots into outdoor cinemas.

“Summer hasn’t really felt like summer yet, and I know I hear every day, ‘Mom, I’m bored!’” said Janey Whiteside, chief customer officer, Walmart. “Through our digital means and vast footprint of stores, we’re hoping to bring some summer fun to families across the country. We know Walmart plays a role in our communities that extends far beyond getting them necessary supplies, and we see that now more than ever.”

Walmart is teaming up with celebrities Drew Barrymore, Neil Patrick Harris, LeBron James, Idina Menzel and Todd Oldham to creat a new summer camp experience designed for the internet. Camp by Walmart is being produced and developed in partnership with CAMP, a Family Experience Company, and powered by the interactive video platform eko. Each of the celebrities is stepping outside of their day job to serve as camp counselors, leading kids through sessions varying from arts and crafts to fitness and other activities to keep them active and entertained.

Related:Walmart to bring two-hour Express Delivery to 2,000 stores

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Each day of Camp by Walmart will kick off with Head Camp Counselor, actor Neil Patrick Harris, who sends families through one of 14 camp challenges, from “Neil’s Charades” to musical Mad Libs.

Starting July 8, families can access 50 Camp by Walmart activities for free by visiting the Walmart app. Celebrity- and expert-led camp sessions will roll out across the summer, including:

• “The Great Family Challenge,” which features various family-bonding activities, including actress Drew Barrymore taking campers through a makeup tutorial and basketball star LeBron James leading participants through mental and physical activities with help from his I PROMISE School educators;

• A morning kickoff with Head Camp Counselor, actor Neil Patrick Harris, who sends families through one of 14 camp challenges, from “Neil’s Charades” to musical Mad Libs;

• “Skills Camp” is a talent show that features experts teaching new skills, like singer and actress Idina Menzel, who showcases her singing skills to campers; and

• Designer Todd Oldham reimagines “Smarts and Crafts,” which teaches campers about creativity through the lens of arts, crafts and fashion

Camp by Walmart will offer 200 more new activities throughout the summer to keep families everywhere entertained.

Related:Walmart sees Q1 U.S. comps jump 10%, online sales soar 74%

eko technology allows campers to make choices along the way that shape the outcome of their experience, creating increased interactions that reflect campers’ interest.

To access Camp by Walmart, customers can download the Walmart app, or update their existing Walmart app, and look for Camp by Walmart in the app’s Services tab from the bottom navigation.

Let’s go to the drive-in
Working with Tribeca Enterprises for two drive-in experiences, Walmart is transforming 160 of its store parking lots into contact-free drive-in movie theaters where customers can safely gather to watch movies programmed by the Tribeca Drive-in team.

Beginning in August, Walmart will roll out drive-in movies in towns across the country for a combined 320 showings. This family-friendly night will include hit movies, special appearances from filmmakers and celebrities and concessions delivered right to customer vehicles.

Walmart’s drive-in tour will run through October. Additional details will be announced closer to the start of the tour. 

Ahead of each screening, Walmart will make it easy for families to fill their picnic baskets by ordering their drive-in essentials online for curbside pickup on the way to their movie. For families itching for the big screen now, Walmart is also partnering with the Tribeca Drive-in to serve as a presenting partner for its Tribeca Drive-In movie series, which begins this Thursday, July 2.

"Drive-Ins have been a signature program for Tribeca since we started the Tribeca Film Festival 19 years ago after 9/11,” said Jane Rosenthal, CEO and co-founder of Tribeca Enterprises and Tribeca Film Festival. "But now, the Tribeca Drive-In is much more than a fun, retro way to see movies — it’s one of the safest ways for communities to gather. We are thrilled to partner with Walmart to bring more people together around the shared cinematic experiences that Tribeca is known for."

Throughout July, families in Arlington, Texas; Pasadena, Calif.; Nassau County, N.Y.; and Orchard Beach in the Bronx, N.Y., will be treated to Tribeca Drive-In screenings of modern classics and family favorites, like Wonder Woman and Space Jam, with a mix of ticketed and free events honoring frontline workers. The full schedule and tickets can be found at TribecaFilm.com.

For our most up-to-date coverage, visit the coronavirus homepage.

About the Author

Michael Browne

Executive Editor, Supermarket News

Michael Browne joined Supermarket News in 2018 after serving in managing and executive editor capacities at leading B2B media brands including Convenience Store NewsLicense Global and Travel Agent. He also previously served as content production manager for print and digital in the Business Intelligence division of Informa, parent company of Supermarket News and Nation’s Restaurant News.

As executive editor, Mike oversees the editorial content of supermarketnews.com as well as the monthly print publication. He also directs all content-based brand-related projects including the annual Top 75 Retailers report, Category Guide, Retailer of the Year, research surveys and special reports, as well as podcast and webinar content. Mike has also presented and moderated at industry events.

In addition to the positions mentioned above, Mike has also worked as a writer and/or editor for special projects at American Legal Media (ALM), managing editor for Tobacco International, special projects editor at American Banker • Bond Buyer, and as production editor for Bank Technology News and other related financial magazines and journals published by Faulkner & Gray.

A graduate of Fordham University, Mike is based in New York City, where he was born and raised.

Contact Mike at [email protected] or follow him on Twitter and LinkedIn.

 

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