• by Fern Siegel , May 27, 2011

Cabler USA Network has partnered with Entertainment Weekly and premium ice cream maker Haagen-Dazs to promote its summer original lineup nationwide.

The network is launching six shows -- four returning series and two new efforts. The troika kicks off a three-day outdoor screening event, "Summer on USA," beginning 8:00 p.m. May 31 at the Hudson River Park's Pier 46, with screenings of "White Collar and "Covert Affairs." "Royal Pains" and "Necessary Roughness" will screen June 1, and "Burn Notice" and "Suits" June 2.

The West Side pier will be turned into an outdoor screening area complete with 35-foot screen, branded seating, a lounge and complimentary food and beverages. Attendees can sample more show content on-site via pre-loaded iPads.

In addition, USA and Entertainment Weekly will co-sponsor a promotional guide to summer fun in 10 cities: Atlanta, Boston, Chicago, Los Angeles, Minneapolis, New York, Philadelphia, San Francisco, Seattle, and Washington, D.C. The guides outline summer festivals, concerts, food and fashion in each destination. Ads for USA's original series are covered in EW's current "Best of Summer" issue.

Promotional efforts take to the streets in five major cities -- including New York, Chicago, San Francisco and Los Angeles -- to hand out the new Haagen-Dazs Sundae cone flavor, along with the entertainment guide. Branded ice cream carts and bikes will visit these five venues June 22-23 to promote "Suits," and on June 28-29 to publicize "Necessary Roughness."

According to NBCU, the parent of USA Network, the cable channel is seen in over 102 million U.S. homes.