Pearl & Dean, one of the leading cinema advertising companies in the United Kingdom, has been busy playing matchmaker lately, arranging partnerships between brands that ultimately help build awareness of upcoming movie releases. To promote the theatrical opening of the comedy “Sumotherhood,” Pearl & Dean brokered a unique deal between itself, distributor Paramount Pictures UK and drink brand XIX Vodka to create exclusive content and access to talent with the idea of making the advertising culturally relevant to film aficionados.

The partnership sees Pearl & Dean working with Paramount to elevate its existing brand partnership with XIX Vodka and in return promote the film. The deal provides exclusive screening rights at Pearl & Dean cinemas, access for Paramount to the bespoke magazine-style ad-funded show, Pearl & Dean Premieres, and allows XIX Vodka to gain a deeper connection to the “Sumotherhood” and its audiences.

Separately, Pearl & Dean, through its experience agency DIVE announced brand new cinema partnership with KP Snacks and its popchips snack brand. The initiative brings together an outdoor cinema partnership with Adventure Cinema, branded content creation, and a national cinema campaign. Adventure Cinema audiences are being treated to popchips samples ahead of screenings, putting a more joyful spin on the traditional ‘be quiet, the movie is starting’ messaging. The customized content features a QR code-enabled competition to win a pair of tickets to a special preview screening for “The Hunger Games: The Ballad of Songbirds & Snakes,” Adventure Cinema tickets and a year’s supply of popchips.

All of this comes on the hills of the company strengthening its Irish business by installing Damon Westbury as Chief Commercial Officer of Pearl & Dean Ireland.