The National Film Awards 2015 took place last week (31.03.15) with a plethora of stars in attendance and British movie fans are to be treated with more movie fun courtesy of a collaboration between Stella Artois and Channel 4 who have partnered to tease cinema fans spending a night in, with an entire TV ad break dedicated to trailers from upcoming box office releases.
The partnership will see Stella Artois take over the ad break before Channel 4’s popular 9pm Saturday Night Film to treat film enthusiasts to trailers from major film studios including 20th Century Fox.
This spot break, created and implemented by media agency Vizeum, will air weekly between two Stella Artois spots lasting 15” and 30” each. Viewers will then be encouraged to tweet their trailer reviews using the hashtag #StellaArtois4Cinema for the chance to win premiere tickets.
The first spot launches tonight, debuting before Twilight: Breaking Dawn Part 2, and will continue on Saturdays right through to mid-December.
The campaign is part of a wider film platform in 2015 which will involve the continuation of the Stella Artois bursary scheme, a fund to support the release of standout independent films, as well as a print partnership with Shortlist, offering the chance to win tickets to exclusive premium film screenings. On top of its sponsorship of the Cannes and the Sundance Film Festival, these activities will contribute to cementing Stella Artois’ association with film in consumers’ minds.
“Stella Artois is very proud of its heritage within the film industry and continually looks at innovative ways to provide support. We believe that this latest concept will have mass appeal by giving viewers the opportunity to get a special sneak peak at some of the best upcoming movies in cinemas.” says Phil Pick, Marketing Manager for Stella Artois.
Tim Jones, Business Director, Vizeum comments: “Consumers are investing more and more in the latest TV technology to make the viewing experience more premium. By collaborating with 20th Century Fox among others, we are now able to introduce a new format in the ‘spot break’ that cements the brand’s association with the high-end experience of visiting the cinema. This innovative gold spot will hardwire Stella Artois into the film viewing experience throughout the duration of 2015.”
Angus Mitchell, Agency Principal, Channel 4 said: “Stella Artois’s return to Channel 4 perfectly demonstrates our ongoing commitment to enhancing the viewers’ experience within the ad break. Since launching the premier break in the UK, we have sought new ways of creating innovative and engaging breaks to entertain the viewer and this collaboration does exactly that by showcasing exclusive footage and encouraging social media activity to win exclusive prizes.”