Today, the British Association for Screen Entertainment (BASE) announces the trial of a unique new visual entertainment partnership between Odeon and Prime Video, in association with multiple major UK film distributors.
From Tuesday, October 1st to Thursday, November 7th, consumers who purchase an Odeon cinema ticket across a range of new films will unlock a 40% discount on a broad selection of electronic sell-through (EST) films on Prime Video to download and keep. Consumers will have one month to redeem the offer via a unique code given to them at the point of purchase.
The increased value-proposition for film lovers across both Cinema and Home Entertainment is at the heart of the promotion evolved by BASE in close partnership with Odeon, Prime Video, and BASE members and major UK distributors Lionsgate, Paramount Pictures, Sony Pictures, StudioCanal, Universal Pictures UK, and Warner Bros. Discovery.
The trial of this inaugural partnership between exhibition, platform and Home Entertainment distribution is driven by findings from the Deloitte Consumer Tracker (Q2 2024) that demonstrates consumers are still eager for promotions, sales, discounts and loyalty schemes. It is hoped that the increased value perception across both big screen and at home will encourage more guests to visit the cinema for the big screen experience, whilst also offering customers a great deal when enjoying fresh releases from the comfort of their home.
The Go Big and Go Home promotion will continue to support the UK Box Office as it closes in on the attendance numbers and revenue figures of pre-pandemic levels.
The six films included in the big screen promotion at Odeon cinema across the five-week trial period will include some of the most anticipated films of the year, including “Joker: Folie À Deux” (Warner Bros. Discovery), “Salem’s Lot” (Warner Bros. Discovery), “Smile 2” (Paramount Pictures), “Venom: The Last Dance” (Sony Pictures), “Transformers One” (Paramount Pictures), and Dreamworks Animation’s “The Wild Robot” (Universal Pictures UK).
The broad range of over 70 films included in the discounted home entertainment promotion on Prime Video, which can be redeemed up to 30 days from purchase, will offer something for everyone, across all genres.
Liz Bales, CEO BASE, said: “BASE insights clearly demonstrate that audiences love entertainment on all screens and formats, and that a big Box Office performance has a hugely positive impact on revenue growth across a film’s lifecycle. It is our hope that this promotion will deliver positive results for all our partners in entertainment, driving increased frequency for attendance in lapsed and light cinemagoers, and a great value proposition for Home Entertainment transactors as well. The success of the promotion trial will be measured across the campaign and determine further, broader cross industry activations through deeper collaboration.”
Suzie Welch, Odeon, said: “We’re delighted to collaborate with BASE & Prime Video on this landmark partnership, marking the first of its kind in the industry. Our businesses are united by a love of film, and we can’t wait to celebrate an upcoming season of exciting new releases by offering customers an excellent deal to enjoy them both on the big screen and from their living room. We’re really looking forward to welcoming guests, both new and returning, to our screens this autumn.”
About the British Association for Screen Entertainment
The British Association for Screen Entertainment (BASE), previously known as the British Video Association (BVA), has represented the interests of publishers and rights-owners of pre-recorded filmed entertainment for over 40 years. In a world of evolving technology and fluid consumer behaviours, the primary objective of the British Association for Screen Entertainment is to champion the growth of screen entertainment across disc and digital, while maintaining a business environment with the fewest regulatory burdens. Our members are represented within the £4.9 billion Home Entertainment marketing alongside Affiliate and Associate members from a host of critical industry stakeholders. We welcome new members from across the audio-visual ecosystem, from smaller independents to established players through to service providers, broadcast platforms, and more, offering flexibility through tiered levels of membership to suit different needs. For more information visit www.baseorg.uk
About Prime Video
Prime Video is a one-stop entertainment destination offering customers a vast collection of premium programming in one application available across thousands of devices. On Prime Video, customers can find their favourite movies, series, documentaries, and live sports – including Amazon MGM Studios-produced series and movies “Road House,” “The Lord of the Rings: The Rings of Power,” “Fallout,” “Reacher,” “The Boys,” and “The Idea of You;” UK produced Originals such as “Clarkson’s Farm,” “The Rig,” “The Devil’s Hour,” “The Grand Tour” and “007: Road To A Million,” licensed fan favourites “Nine Perfect Strangers” and The “Continental: From The World of John Wick;” exclusive entertainment such as UEFA Champions League; and programming from Prime Video add-on subscriptions such as discovery+ Premium (incl. TNT Sport), Paramount +, hayu and Crunchyroll, as well as more than 450 free ad-supported (FAST) Channels globally. Prime Video is one benefit among many that provides savings, convenience, and entertainment as part of the Prime membership. All customers, regardless of whether they have a Prime membership or not, can rent or buy titles, including blockbusters such as “Challengers” and “The Fall Guy” via the Prime Video Store, and can enjoy content such as “Jury Duty” and “Bosch: Legacy” free with ads on Freevee. Customers can also go behind the scenes of their favourite movies and series with exclusive X-Ray access. For more info visit www.amazon.co.uk/primevideo.
About Odeon
Odeon Cinemas Group is proud to be Europe’s largest cinema operator, with brands in the UK, Ireland, Sweden, Finland, Norway, Spain, Italy, Germany and Portugal. We welcome millions of guests each year to enjoy great hospitality while watching the latest films and entertainment in around 280 cinemas and 2,500 screens. We make movies better by developing world-class cinemas that deliver memorable entertainment experiences for our guests, while offering fantastic careers for our people. As an AMC company, Odeon Cinemas Group is part of the largest movie exhibitor in the world with around 910 theatres and 10,100 screens. Together, we make movies better.