Urban Action-Comedy “Sumotherhood” Launches in Cinemas With Exclusive 360 Advertising Partnership


Pearl & Dean joins forces with Paramount and XIX Vodka to celebrate BAFTA-winning director Adam Deacon’s latest hit.

London ( October 11, 2023 ) -

To promote the launch of the much-anticipated parody “Sumotherhood,” only in cinemas from October 13, Pearl & Dean, the UK’s best-known cinema advertising contractor, has brokered a unique deal between itself, distributor Paramount Pictures UK and drink brand XIX Vodka to create exclusive content, unprecedented access to talent and exciting ways to make advertising culturally relevant for film lovers.

In a media-first, the partnership extends far beyond standard commercial cinema agreements, seeing Pearl & Dean working with Paramount – which already collaborates with brand XIX Vodka – to elevate its brand partnerships and in return promote the film. The deal provides exclusive screening rights at Pearl & Dean cinemas, access for Paramount to the bespoke and unique magazine-style ad-funded show, Pearl & Dean Premieres, and allows XIX Vodka to gain a deeper connection to the film and its audiences.

The partnership kicks off with a special preview screening at Everyman King’s Cross on 11 October, ahead of its launch in cinemas nationwide on Friday, 13 October 2023. The event will host key talent including director and actor Adam Deacon and cast members introducing the film. There will additionally be an entire episode of Pearl & Dean Premieres, sponsored by Lloyds, dedicated to “Sumotherhood” and running in all Pearl & Dean cinemas.

In another epic industry-first, Adam Deacon and actor and “Sumotherhood” cast member Jazzie Zonzolo, remix the signature Pearl & Dean sound ‘pah pah pah’ in classic “Sumotherhood” style, all while drinking XIX Vodka. Released on the 6 October, this is the first time a brand and a film have collaborated on the classic Pearl & Dean ident, and it embodies the comedic spirit of the film and the excitement of going to the cinema with friends.

John Ridley, Film Partnership Consultant at Pearl & Dean, said: “We delight in curating opportunities to make advertising in cinemas more exciting, accessible and culturally relevant for everyone involved. For ourselves, XIX Vodka and Paramount, this partnership represents the chance to gain added value and exposure beyond the usual boundaries of film promotion, connecting the dots between our partners to create incredible content and access to talent. We’re really intrigued to see where this sort of partnership can go in the future.”

“Sumotherhood” Producers Finn Bruce and Barry McNicholl added: “We are so thrilled to have such an engaged and dynamic partner such as Pearl & Dean, who are a household name at the centre of the cinema experience. To witness them being so involved with us as filmmakers directly and willing to collaborate in creating something as unique as this, has been incredibly exciting.”

Pearl & Dean celebrates its 70th anniversary this year and is well known for brokering unexpected and exciting media partnerships. Earlier this year, Pearl & Dean partnered with Paramount, Everyman and Jaguar for an exclusive 1920s immersive screening of Damian Chazelle’s Babylon, which featured live performances from dancers, acrobats, mime artists and a 10-piece Jazz band.

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, Empire, 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, The Light Cinemas, Scott Cinemas, Northern Morris and WTW Cinemas as well as independently operated cinemas, drive-in cinemas and outdoor experience cinemas like The Luna 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.

About Paramount Pictures UK
Paramount Pictures Corporation (PPC), a global producer and distributor of filmed entertainment, is a unit of Paramount (NASDAQ: PARA, PARAA), a leading global media and entertainment company that creates premium content and experiences for audiences worldwide. Paramount Pictures controls a collection of some of the most powerful brands in filmed entertainment, including Paramount Pictures, Paramount Animation, and Paramount Players. PPC operations also include Paramount Home Entertainment, Paramount Pictures International, Paramount Licensing Inc., and Paramount Studio Group.