Director Eli Roth is promoting his upcoming horror film "Ice Cream Man" through a unique collaboration with the vintage Los Angeles burger chain, Irv's Burgers.
The partnership includes a limited-time menu item called the "I-Scream Chill(i) Cheese Combo" and an event at Irv's La Brea location.
"Ice Cream Man" is described as a slasher film where an idyllic summer town descends into madness when an ice cream man serves children "sweet delights with horrifying results." The film is the first under Roth's new banner, The Horror Section, with a planned release on August 7.
The "I-Scream Carnival" is scheduled for July 18 at Irv's La Brea location. The event will feature food, giveaways, photo opportunities, and appearances by Roth. "I began my career making home movies splattering ketchup for blood, so it’s only appropriate to celebrate I-Scream Day with my favorite burger place in LA," Roth stated. "The team-up is a wild and demented combo indeed, yet a most delicious one."
The "I-Scream Chill(i) Cheese Combo Meal" will be available from July 18 through August 9. The meal consists of a chili cheese dog topped with crushed Cheetos, crispy fries, and a vanilla shake with strawberry puree drizzle and whipped cream. Roth described the combo as "not for the gastronomically timid."
In addition to the food special, limited-edition "Ice Cream Man" merchandise, including custom hats and mini posters, will be available at all Irv's locations. The film's release is set for August 7, with the collaboration running through August 9.
Roth's The Horror Section banner launched in March 2025. The company's upcoming slate also includes "Don’t Go In That House, Bitch!," which features Snoop Dogg as producer, writer, and performer on the soundtrack.