Eli Roth Brings the Chills to Irv’s Burgers with ‘Ice Cream Man’ Partnership Kicking off with I-SCREAM Carnival Pop-Up Experience
Los Angeles, CA – The culinary landscape of Los Angeles is set to receive a thrilling infusion as Irv’s Burgers, an iconic American roadside diner, announces a unique and immersive collaboration with acclaimed horror film director and screenwriter Eli Roth. This partnership, centered around Roth’s highly anticipated horror film Ice Cream Man, will manifest in a limited-time menu offering and an elaborate on-site I-SCREAM Carnival pop-up experience, designed to deeply engage fans ahead of the film’s theatrical release. The initiative marks a significant moment for both the heritage food establishment and Roth’s burgeoning media company, The Horror Section, demonstrating an innovative approach to film promotion through experiential marketing.
A Chilling Collaboration: The I-SCREAM Carnival and Exclusive Menu
The heart of this unprecedented collaboration will debut with the I-SCREAM Carnival, scheduled to launch on July 18, 2026, at Irv’s Burgers’ bustling La Brea location. This one-day event promises to transform the classic burger stand into a macabre carnival setting, replete with themed food, exclusive giveaways, interactive photo opportunities, and a special appearance by Eli Roth himself. The objective is clear: to offer fans a tangible, real-world connection to one of the summer’s most eagerly awaited horror releases, blurring the lines between cinematic anticipation and culinary delight.
Beyond the carnival, the partnership extends its reach across all Irv’s Burgers locations with the introduction of the exclusive I-SCREAM CHILL(I) CHEESE COMBO MEAL. Available from July 18 through August 9, this limited-time offering is meticulously crafted to echo the film’s chilling theme. The combo features a Chili Cheese Dog, uniquely topped with crushed Flamin’ Hot CHEETOS®, a side of crispy fries, and a vanilla milkshake decadently finished with a strawberry purée drizzle and whipped cream. The inclusion of the "Chilli" in the name, alongside the "I-Scream" moniker, cleverly plays on the horror elements while hinting at the film’s unsettling premise. Patrons will also have the opportunity to acquire limited-edition Ice Cream Man merchandise, including custom-designed hats and complimentary mini posters, further enhancing the promotional outreach leading up to the film’s nationwide debut on August 7, 2026. These offerings are available while supplies last, adding an element of urgency and collectibility for dedicated fans.
Deep Roots and Dark Visions: The Background of the Partnership
This collaboration is not merely a transactional studio promotion but rather a genuine convergence born from a shared appreciation for the horror genre. Lawrence Longo, CEO of Irv’s Burgers, articulated this sentiment, stating, "I’ve been a horror movie fan for as long as I can remember, so when Eli Roth’s team approached us about collaborating on Ice Cream Man, it was an easy yes." Longo emphasized his admiration for Roth’s ability to craft unforgettable experiences, a goal that resonates deeply with Irv’s Burgers’ own ethos of providing exceptional and memorable customer service. This unexpected summer collaboration, he believes, unites great food, compelling storytelling, and an experience that will leave a lasting impression on guests.
To fully appreciate the significance of this collaboration, it is essential to delve into the histories and brand identities of the involved parties.
Irv’s Burgers: A Los Angeles Landmark
Founded in 1946 along the historic Route 66 in West Hollywood, Irv’s Burgers stands as one of Los Angeles’s original roadside burger stands. For over 70 years, it has been a beloved institution, celebrated for its commitment to fresh, never-frozen burgers, exceptional value, and a unique brand of old-fashioned customer service. The brand’s signature "Just For You" doodles, personalized on every order, exemplify its dedication to creating a connection with its patrons. Designated as a cultural resource by the City of West Hollywood, Irv’s Burgers holds a cherished place in Los Angeles burger culture, symbolizing a bygone era while continuously adapting to new generations of diners. Under the leadership of Lawrence Longo, the brand has embarked on an expansion, bringing its nostalgic spirit and quality offerings to new communities while preserving its foundational legacy. Its social media presence across platforms like TikTok, Instagram, and Facebook further connects it with contemporary audiences, bridging its historic roots with modern engagement.
Eli Roth and The Horror Section: Crafting Contemporary Terror
Eli Roth is a name synonymous with modern horror. Known for his distinctive directorial style characterized by intense gore, psychological tension, and often social commentary, Roth has carved out a significant niche in the genre. His filmography includes seminal works such as Cabin Fever (2002), Hostel (2005), and Thanksgiving (2023), each contributing to his reputation as a master of suspense and visceral horror. Roth’s passion for the genre extends beyond directing; he has also produced and written numerous projects, demonstrating a comprehensive vision for horror entertainment.
In March 2025, Roth launched The Horror Section, a media company with the ambitious goal of becoming the world’s premier genre brand. Stewarded by CEO Jon Schnaars, the company is strategically focused on acquiring and controlling a premium intellectual property library encompassing unhinged films, television series, games, and podcasts. A core tenet of The Horror Section’s mission is to "super-serve horror fans" not just through content, but also by "curating horror-centric experiences," a philosophy perfectly exemplified by the Irv’s Burgers collaboration. Ice Cream Man is poised to be The Horror Section’s inaugural cinematic release, marking a crucial step in establishing the company’s presence and vision within the entertainment industry. The film’s premise, which depicts an idyllic summer town descending into madness after an ice cream man begins serving unsettling delights, aligns with Roth’s signature blend of seemingly innocuous settings corrupted by terrifying events.
Strategic Implications and Broader Impact
The alliance between Irv’s Burgers and Eli Roth’s Ice Cream Man represents a sophisticated and multi-layered marketing strategy. In an increasingly fragmented media landscape, where traditional advertising can struggle to cut through the noise, experiential marketing offers a powerful alternative. By creating a physical, interactive event like the I-SCREAM Carnival, the film generates organic buzz, social media content, and direct fan engagement that goes beyond a standard trailer or billboard campaign.
For Irv’s Burgers, this partnership brings national attention and potentially introduces its classic American fare to a younger, pop-culture-savvy demographic that might not typically frequent a historic roadside diner. It positions Irv’s not just as a purveyor of food, but as a dynamic cultural participant, capable of hosting innovative and exciting events. This aligns with Irv’s recent expansion efforts, demonstrating its capacity for growth and relevance in the modern culinary scene while honoring its heritage.
For Ice Cream Man and The Horror Section, the collaboration provides an authentic, grassroots connection with its target audience. Instead of a generic fast-food tie-in, partnering with a beloved Los Angeles institution like Irv’s lends credibility and a local flavor to the film’s promotion. The ability to taste the "I-SCREAM CHILL(I) CHEESE COMBO MEAL" or wear an "Ice Cream Man" hat transforms passive consumption into active participation, deepening fan investment in the movie before its release. This strategy reflects a growing trend in film marketing, where creators seek to build immersive worlds and communities around their content.
Furthermore, this partnership subtly reinforces the brand identity of The Horror Section as a company dedicated to "curating horror-centric experiences." By delivering on this promise with a high-profile, engaging event for its very first film, The Horror Section sets a precedent for how it intends to interact with its audience, distinguishing itself from other production studios.
A Look Ahead: The Horror Section’s Ambitious Slate
Beyond Ice Cream Man, The Horror Section has already outlined an ambitious future slate that underscores its commitment to expanding its intellectual property library and genre dominance. The company has announced Don’t Go In That House, Bitch!, a project that notably includes musical icon Snoop Dogg as a producer, writer, and performer on the original soundtrack. This indicates a willingness to collaborate with diverse talents and explore various facets of the horror genre, further solidifying its position as a formidable new player in the entertainment industry. The strategic partnership with Irv’s Burgers serves as a foundational step in The Horror Section’s broader mission to not only produce compelling horror content but also to cultivate a vibrant, interactive community around its brand.
Conclusion
The collaboration between Irv’s Burgers and Eli Roth’s Ice Cream Man is a testament to the evolving landscape of entertainment and marketing. It showcases how iconic local businesses can seamlessly integrate with large-scale film promotions, creating a synergistic relationship that benefits both parties and, most importantly, provides a unique and memorable experience for consumers and fans. As Los Angeles gears up for the I-SCREAM Carnival on July 18 and the subsequent theatrical release of Ice Cream Man on August 7, 2026, the city will witness a compelling blend of classic American fare and contemporary horror, proving that sometimes, the sweetest treats come with the most chilling consequences. This innovative approach promises to set a new benchmark for how films can engage with their audience, transforming anticipation into a tangible, delicious, and delightfully terrifying reality.
