Kia has landed a new deal with Curzon Cinema as the exclusive automotive partner of the cinema chain – continuing to demonstrate its support of independent cinema. The partnership celebrates Curzon’s 90th anniversary year Curzon90 with a special programme of iconic films, to mark this milestone. The partnership was brokered by leading cinema advertising contractor, Pearl & Dean and its experience agency DIVE.

DIVE created a new strategic platform for the partnership ‘Journeys that Inspire’, which then informed a bespoke visual identity. This co-branded platform nods to Curzon’s journey through 90 years of cinema, and Kia’s ‘Movement that Inspires’ campaign, featuring the seven-seater fully electric SUV, the Kia EV9. Partnership comms span multiple touchpoints with Kia in gold spot position, co-branded digital comms, and bespoke printed materials in cinemas.

Curzon90 includes films from Curzon’s 90-year history, travelling back to the Thirties for Jean Vigo’s romantic comedy “L’Atalante,” stopping off in the sixties to behold Stanley Kubrick’s science-fiction opera “2001: A Space Odyssey” and swinging by the nineties to visit Jane Campion’s coming-of-age drama “An Angel at My Table,” plus much more.

To elevate Curzon90 further, Curzon hosted a fully Kia branded live event presented by acclaimed film critic and broadcaster Mark Kermode. The exclusive event took place at the Curzon Mayfair cinema in London on Monday 23rd September with special guests and Curzon members invited to a drinks reception and screening of Stanley Kubrick’s film “2001: A Space Odyssey.” The sixties-inspired cinema interiors acted as a fitting backdrop to the screening of this pioneering 1968 film, which was introduced by Kermode. The critic spoke about “2001: A Space Odyssey”’s significance in the history of independent cinema.

Mark Kermode will record a special episode of Conversations at Curzon presented by Kia. This is a regular content strand filmed in a Curzon cinema with film talent – from legendary directors to emerging talents, this series is a showcase of the diverse voices and visions in contemporary and independent cinema.

Curzon90 continues across all Curzon venues till early 2025, all upcoming screenings can be found here.

Clare Turner, Chief Commercial Officer at Pearl & Dean, said: “Cinema is a highly impactful medium for advertisers, but we are always looking for new ways to elevate this for brands through bespoke experiences.

Kia continues to be a huge supporter of independent cinema and so this exclusive collaboration with Curzon, one of the UK’s most iconic independent cinema chains, was the perfect opportunity for Kia to showcase this support in an authentic way. Additionally, this special event has allowed Kia to gain further exposure and connection with film audiences in a highly targeted and premium way.”

Sanka De Silva, Marketing Director at Kia UK, said: “We’re delighted that Kia’s partnership with Curzon takes place during its 90th anniversary celebrations. Cinema is the ideal choice for us to partner with, as we believe it has the proven power to inspire generations through the cultural experience and shared enjoyment of film – something cars have played an important role in traditionally too, whether capturing audience attention with star cars, or simply as a means to reach the silver screen with friends and family. Now in our third year of partnership, we are excited to continue delivering unique and lasting experiences to audiences at independent cinemas across the nation, inspired by the movement of the moving picture itself.”

About Pearl & Dean
Pearl & Dean is the UK’s best-known cinema advertising contractor. Representing a wide range of cinemas, with multiplex chains offering landmark locations throughout the UK & Ireland including Showcase, Movie House, and Omniplex sites. Its iconic theme tune, Asteroid, evokes an instant aroma of popcorn and fun.

Pearl & Dean also represents the majority of the independent exhibition sector, with a portfolio of quality circuits such as Everyman, Curzon, Scott Cinemas, Northern Morris and WTW Cinemas as well as independently operated cinemas, drive-in cinemas and outdoor experience cinemas like Adventure Cinema, each offering individuality and often a specialist audience.

Pearl & Dean’s cinemas offer a varied schedule of programming – from the latest blockbusters through to classic and art-house movies to alternative content such as live opera or concerts. All of this enables Pearl & Dean to offer advertisers precise targeting of either specific demographics or the population as a whole, in an environment where advertisers can showcase brands to a relaxed and captive audience.