Beavertown is partnering with the Prince Charles Cinema in London, in a month-long branded cinema takeover, featuring a special programme of horror classics screenings, entitled “Beavertown Screamings.”

The partnership was brokered by DIVE and Pearl & Dean. The Prince Charles Cinema is the last of the independents still operating in London’s cine-famous ‘West End’ and is well known for its rotating programme of classic, cult and arthouse films alongside recent Hollywood releases. This made the cinema the perfect setting for ‘visually-led’, disruptor craft beer brand Beavertown – which is not shy from standing out due to its bold and iconically illustrated packaging – to host a week-long series of Horror film screenings in honour of Halloween and the genre.

To tie in with the cinema takeover, Beavertown commissioned a survey of 2,000 film buffs which revealed that the genre is seeing a clear rise in popularity, with a quarter of fans having discovered their love for horror within the last three years. And when it comes to how Brits like to watch, there’s no one-size-fits-all. While 19% enjoy the thrill of watching horror alone, nearly half (46%) prefer the comfort of company to share the suspense.

To celebrate the partnership and mark Halloween, a fully branded, spine-chilling ‘Dead Carpet’ event was hosted at the Prince Charles Cinema on Wednesday 23rd October, with special guests and Prince Charles Cinema members invited to walk the ‘Dead Carpet’.

For one night only, the ‘dead’ carpet outside the Prince Charles Cinema was transformed into a catwalk of ghoulish glamour, with Horror icons like Dracula, Frankenstein, and the Bride of Frankenstein strutting their stuff down the blood red carpet and getting photographed, ahead of an exclusive screening of The Exorcist, one of the most prolific horror films ever made.

The cinema façade was transformed with Beavertown’s iconic moon brought to life on the front of the cinema, whilst inside was turned into a replica 80s horror video shop, with Beavertown giving away limited-edition tote bags with Beavertown goodies for each guest, along with a token that could be exchanged for a complimentary beer from the Beavertown range.

Following the live event, Beavertown’s immersive ‘Screamings’ will take place once a day from 24th October until Halloween (31st). These screenings will feature a platinum spot for Beavertown in the advertising reel, venue branding, spine-chilling surprises, live interactions, and a cinema bar styled like an old-school video store—all paired with a selection of Beavertown’s brews for customers to enjoy.

TOP 10 HORROR MOVIES OF ALL TIME (according to the OneSurvey Poll):
“The Silence of the Lambs” (1991)
“Alien” (1979)
“The Exorcist” (1973)
“The Shining” (1980)
“Scream” (1996)
“Halloween” (1978)
“A Nightmare on Elm Street” (1984)
“The Sixth Sense” (1999)
“The Conjuring” (2013)
“Psycho” (1960)

Gemma Cole, Creative & Production Director at DIVE, said: “The Prince Charles Cinema is a church for film fans, beloved for its iconic film curation and unrivalled live events. We immediately knew that this unique venue and a bold brand like Beavertown would make the perfect ‘scream-team’! This month-long cinema takeover is a perfect example of how a brand can connect with film and cinema authentically and build memorable experiences for their target audience to maximise brand awareness.”

Clare Turner, Chief Commercial Officer at Pearl & Dean, said: “It is really exciting that Beavertown is embracing cinema and in particular the horror genre.

There are some fantastic films (new and old) released around Halloween and Beavertown have shown they are not scared of partnering with them!!!”

A Beavertown spokesperson said: “Halloween and the horror genre have always been a huge part of our DNA and this year we wanted to take it to the next level by celebrating the nation’s love for all things spooky in cinema. Our partnership with the Prince Charles, gives us a platform to communicate that passion with immersive out-of-this-world experiences that bring horror movies to life with a beer in hand.”
Tickets for the Beavertown Screamings Event are available now and can be purchased here.

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.
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