In a pioneering move within the film industry, the British Association for Screen Entertainment (BASE) has facilitated a groundbreaking collaboration between Odeon Cinemas and the online streaming platform, Prime Video. This partnership, which also includes various renowned UK film distributors, is designed to enhance the movie-watching experience by encouraging audiences to enjoy films both in cinemas and from the comfort of their homes. Titled “Go Big AND Go Home,” this campaign represents a timely effort to adapt to evolving consumer preferences and the ever-changing landscape of film distribution.
The initiative offers an enticing promotion for cinemagoers purchasing tickets for select new releases at Odeon Cinemas. Moviegoers will have the opportunity to unlock a hefty 40% discount on a curated selection of approximately 70 electronic sell-through (EST) titles available on Prime Video. This offer will be active from October 1 to November 7, 2024. The trial period encourages film enthusiasts to redeem this unique offer through a special code obtained at the time of their ticket purchase, bridging the gap between cinematic viewing and home entertainment.
The partnership has been strategically developed with the input of key stakeholders in the film industry, including major distributors like Lionsgate, Sony Pictures, and Warner Bros. Discovery. The films featured in the initial trial encompass a mixture of genres and styles, including high-profile titles such as “Joker: Folie à Deux” and the animated feature “The Wild Robot.” The diversity of selections reinforces the intention to attract a broad audience, ultimately benefitting both the exhibitors and the streaming service.
As the consumer landscape continues to shift, the collaboration underscores the importance of promotions tailored to meet audience desires. According to recent findings from Deloitte’s Consumer Tracker (Q2 2024), there remains a strong appetite among consumers for deals and loyalty incentives. BASE CEO Liz Bales emphasized the symbiotic nature of the partnership: “Our insights highlight that viewers appreciate entertainment across various formats, and strong box office results positively contribute to a film’s overall financial success.”
Odeon?s Managing Director for the UK and Ireland, Suzie Welch, expressed tremendous excitement about the collaboration, touting it as a first-of-its-kind initiative in the film industry. By merging the strengths of both cinema and streaming, the partnership is designed to rekindle the audience’s passion for film, while providing exceptional value to consumers navigating both mediums. Welch’s anticipation for the upcoming season of releases highlights the opportunity this partnership represents not only for both entities but also for cinema lovers seeking an enriched viewing experience this autumn.
As the entertainment landscape becomes progressively hybridized, initiatives like “Go Big AND Go Home” reflect the industry’s commitment to innovation and adaptability. By enabling audiences to experience films in theaters and later at home, this collaboration presents an all-encompassing solution that caters to modern viewing habits. The film industry stands at an exciting juncture, where traditional cinema and digital streaming can harmoniously coexist, driven by consumer desires and industry collaboration. Their success will depend on continuous engagement and the willingness of both cinemas and streaming services to evolve alongside their audiences.