Heineken has partnered with Digital Cinema Media and Starcom MediaVest Group to offer exclusive preview screenings of upcoming movies at Picturehouse cinemas with the ‘Heineken Star Screenings’ initiative.
The cinema partnership, part of Heineken’s ‘Open Your City’ campaign, is offering film fans the chance to win tickets to exclusive preview film screenings before official release dates.
‘Heineken Star Screenings’ will run in partnership with the Metro and Empire magazine. Consumers will be directed to sign up for different London events on the the Heineken website, from the media outlets.
Roxanne Harley, client head of Digital Cinema Media, said: “This is an exciting first for DCM, working collaboratively with a range of partners to offer a multi-platform campaign with the urbanite male at the heart.
“Star Screenings allow Heineken to align with film to engage and excite the ‘Man Of The World’ to attend an exclusive experience in premium Picturehouse environment.”
David Lette, brand director of Heineken, said: “Heineken is excited to be offering consumers exclusive cinema screenings across London from this August until December together with Picture House cinema.
“This partnership is part of Heineken’s ‘Cities of the World’ campaign which aims to inspire Londoners to cross borders and explore what’s great in their city.”
The previews kicked off with Sin City 2 at London’s Hackney Picturehouse on 19 August. The show was hosted by Ian Freer, assistant editor of Empire magazine.
Earlier this month Heineken offered Londoners free cab rides as part of the ‘Open Your City’ initiative.