M&S links with Marigold Hotel for first-ever film promo
Monday March 9, 2015 at 9:58am
Pearl & Dean, the cinema advertising contractor, has brokered a promotional partnership between Marks & Spencer and new film, The Second Best Exotic Marigold Hotel. It marks the British retailer’s first ever venture into film promotion, offering shoppers a "buy one get one free" film ticket deal for Mother’s Day plus competitions to win tickets to the film’s London premiere and a two week holiday in India and Sri Lanka. The partnership will see all 320 Marks & Spencer retail stores, plus larger Simply Food outlets, run promotional activity for the tie-up, which will enable shoppers to receive a "two for one" cinema ticket for the film across all the major UK cinema chains in return for spending £20 in store on qualifying categories. In advance of Mother’s Day on March 15, artwork for the film promotion will be displayed in participating Marks & Spencer store windows nationwide. The campaign will be supported by door stickers, digital signage and in-store displays. Victoria Llewellyn, head of UK promotions at the film’s UK distributor, Fox, says: “Pearl & Dean took a proactive role in seeing the potential for us to link with Marks & Spencer on this a unique partnership, and its knowledge of our brand and Marks & Spencers’ has been invaluable. The fact that the film is going to be promoted in M&S windows nationwide around Mother’s Day is a unique media showcase, and we consider this to be the ideal fit of film and audience.” The Second Best Exotic Marigold Hotel is the sequel to the 2012 film The Best Exotic Marigold Hotel, with stars of the first film, including Dame Judi Dench, Dame Maggie Smith, Bill Nighy and Dev Patel, being joined by Hollywood icon, Richard Gere. The first film grossed nearly $137m and was as the second most popular independent film release in the UK of 2011.