By David Kapur, Founder / Director, elevenfiftyfive
UK cinema admissions hit a five-year high in 2024, clocking in at 126.5 million admissions across the year (BFI). Combine that with two thirds of UK households subscribing to at least one streaming service (BARB), the appetite for film and television content is at an all-time high.
Traditional movie marketing and advertising strategies have undergone a significant transformation to cater to modern, more adaptive audiences. For brands, the opportunity extends beyond simple visibility through a single partnership, instead delving deeper into fostering emotional connections with consumers and creating sustained engagement by tapping into captivated audiences.
Brand partnerships and beyond
While studios and brands have long recognised the value of collaboration, shifting audience behaviours particularly towards in-person experiences have made these partnerships more strategic. With competition for audience attention intensifying, studios are proactively seeking brand collaborations that enhance awareness, relevance, and engagement.
A standout example is Wicked, which hit cinemas in late November 2024 and became the highest-grossing film of the year at the UK and Ireland box office. Adapted from the beloved stage production, Wicked already had a devoted fanbase spanning 20 years, alongside a new generation eager to engage. More than 400 corporate brands partnered with Universal for the film’s release, spanning industries such as apparel, accessories, footwear, home décor, beauty, toys, publishing, and collectibles. These partnerships resulted in global activations that strengthened the film’s brand and tapped into its passionate audience.
Seen Beyond The Screen
Partnering with a blockbuster film or a television show on a streaming platform, however, doesn’t have to involve global sponsorships or overt product placements.
With nearly 500 independent and multiplex cinemas across the UK, advertisers can create brand-led film screenings, or even a series of them, enhanced with ‘takeovers,’ giveaways, exclusive previews, and seasonal activations. At elevenfiftyfive, our extensive experience in the film and television industries has enabled us to craft unique, valuable, and cost-effective partnerships such as these for brands of all sizes.
Take Tesco, for example. We worked with the multinational retailer to offer high-value Clubcard members exclusive festive experiences as part of its Become More Christmas campaign. Using our operational expertise and industry connections, we facilitated Tesco’s takeover of 98 Cineworld locations across the UK, screening classic holiday films The Holiday, The Polar Express, and The Muppet Christmas Carol, alongside opening weekend screenings of Wonka.
This multi-faceted partnership leveraged nostalgia by featuring beloved Christmas films, while also extending beyond the screen. Tesco transformed Cineworld sites with branded experiences before and after screenings, offered sampling of festive foods and drinks, and showcased its Christmas ad during the pre-show trailers.
The measurable impact included 58,000 unique website visitors, 211,000 total page views, and over 456,000 in added-value digital signage reach. Beyond these tangible metrics, the campaign also strengthened customer goodwill and loyalty, encouraging increased store visits during a crucial shopping period.
Go beyond the mainstream
The film and streaming industry extends far beyond mainstream blockbusters. In recent weeks, numerous outstanding independent films have been recognised at the BIFA’s and BAFTAs , including a series of wins for Irish-language film Kneecap and comedy drama Anora, with more success for indies looking promising at the 2025 Oscars.
Independent films frequently explore important and sensitive themes, influence culture, and attract diverse audiences, presenting brands with the opportunity to form deeper, more authentic partnerships. Supporting independent productions, collaborating with cinema chains, such as Picturehouse, or working with industry bodies such as the BFI can enable brands to align with important influential material and conversations while fostering meaningful engagement.
Brands are increasingly extending their sponsorships and activations to film festivals too, which in some instances have evolved into long-term relationships. Film festivals have become synonymous with brand partnerships – think Campari and Cannes, or Adobe and Sundance – demonstrating how aligning with these high profile events can solidify a brand’s presence in the industry.
Campari has invested heavily in becoming a brand that has now become synonymous with the film industry. With a longstanding connection to cinema, including an association with the world-renowned Cannes Film Festival, the brand launched its We Are Cinema initiative to further strengthen its brand positioning among the industry.
Most recently, we worked with Campari on a screening activation, offering cinemagoers a free cocktail at three of London’s most renowned boutique cinemas with the purchase of tickets on the opening weekends of some of 2024’s biggest movie releases; Beetlejuice Beetlejuice, Joker: Folie a Deux and Gladiator II. This tactical activation was designed to make the busiest blockbuster weekends even better for audiences, and goes a step closer to establishing Campari as the drink of choice for premium cinemagoers.
Clever Campaign Measurement & Effectiveness
The success of any sponsorship or partnership hinges on data-driven measurement. Effective brand campaigns rely on robust analytics to assess impact, refine strategies, and inform future opportunities. By evaluating what works, and what doesn’t, brands can identify the most effective films, TV shows, and activations to invest in, ensuring that future campaigns are even more impactful.
With UK box office revenue totalling £979 million in 2024 and strong prospects for 2025 across both cinema and VOD streaming, the industry presents a wealth of opportunities for brands. While navigating fragmented audiences across film and streaming may seem complex, it is in fact highly accessible. With the right expertise and industry connections, brands can unlock meaningful engagement and long-term success.
