Grolsch goes to the movies

Grolsch has announced a brand partnership with film magazine Little White Lies to create a new nationwide film club that will tour the country this summer.

Grolsch & LWLies Presents is a free-to-attend cinema club that aims to celebrate “taste, artistry, craftsmanship and originality in the best new movies”.

The partnership is part of the beer brand’s £3.4 million marketing budget for this year.

The deal was brokered by ZenithOptimedia and brand-builders elevenfiftyfive. The club will be inviting film fans to a series of events around the country to see advanced screenings of the latest blockbusters.

The campaign kicks off on 19 August with screenings of Scott Pilgrim Vs The World, a new film from Edgar Wright, who also directed British hits Shaun of the Dead and Hot Fuzz.

The film will be shown in all of the club’s partner cinemas around the country nearly a week before it goes on general release in the UK.

Wright will be on hand to answer questions after the film at the Curzon Soho in London.

The screenings are free to attend but those interested will need to sign up in advance for a chance to win tickets.

The club will then host a series of film events every month at the cinemas partaking in the scheme: The Little Theatre in Bath, Electric in Birmingham, Duke of York in Brighton, Cameo in Edinburgh, Grosvenor Cinema in Glasgow, FACT in Liverpool and Clapham Picturehouse and Curzon Soho in London.

Visit www.littlewhitelies.co.uk/grolschpresents for more information.

Rupert Millar, 04.08.2010