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Lincoln Announces Event at Montalban Theater Taking Place Sometime This Month

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2017 Lincoln Continental

Lincoln on Friday announced a collaboration with Tasting Table and Rooftop Cinema Club that will result in an exclusive event taking place at some undefined point during the 2016 Los Angeles Auto Show. This event is aimed at promoting both culinary innovation and the arrival of the long-awaited 2017 Lincoln Continental and is likely to happen some time in November, probably.

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The event will see the rooftop of the Montalban Theater in Hollywood transformed into an open-air theater of its own, where the 2014 film Chef will be screened. Chef is directed by and stars Jon Favreau, with an all-star cast that includes Sofia Vergara, Scarlett Johansson, Robert Downey Jr., Dustin Hoffman, and John Leguizamo.

Lincoln’s involvement in the event will include two 2017 Lincoln Continentals being prominently displayed in front of the theater and the ability to book services on-site using the brand’s Pickup and Delivery service. Lincoln will also sponsor a hands-on activity at the LocoL food truck that will see participants creating a chili bowl.

“All of these meld perfectly with Lincoln’s emphasis on creating personally crafted experiences for our guests,” says John Emmert, group marketing manager, The Lincoln Motor Company. “Experiencing the glamour of the Montalban Theater, creating a dish—these are the experiences people remember. And, of course, we want Lincoln at the heart of those memories.”

Oddly enough, Lincoln’s press release failed to divulge a specific date for the event, only noting that it would take place during the LA Auto Show, which runs from November 18th-27th. The Montalban’s website did not list a date for the event at press time, though it did provide dates for a stop on Maynard James Keenan’s book tour (November 22nd) and an upcoming concert from music legend Raffi (January 21st).

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