Prime Video and ODEON join forces to trial first of its kind industry promotion

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 1^st 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.

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.”