Odeon, Prime Video & UK Distributors Partner On Innovative Partnership Supporting Big & Small Screen

The British Association for Screen Entertainment (BASE) has announced a landmark partnership between exhibitor Odeon and streamer Prime Video, in association with multiple UK film distributors, aimed at bringing spectators to both the big and small screen.

Under the initiative, cinemagoers who acquire an Odeon ticket on a selection of new releases will be able to unlock a 40% discount on a selection of some 70 electronic sell-through (EST) titles on Prime Video to download and keep.

Running from October 1 to November 7, a trial of the scheme will give consumers one month to redeem the offer via a unique code given to them at the point of purchase. 

The promotion has been developed by home entertainment representative org BASE in partnership with Odeon, Prime Video, BASE members and major UK distributors Lionsgate, Paramount Pictures, Sony Pictures, Studiocanal, Universal Pictures UK, and Warner Bros. Discovery.

The six films included in the trial span Joker: Folie à Deux (Warner Bros. Discovery), Salem’s Lot (Warner Bros. Discovery), Smile 2 (Paramount Pictures), Venom: The Last Dance (Sony Pictures), Transformers One (Paramount Pictures), and Dreamworks Animation’s The Wild Robot (Universal Pictures UK). 

The initiative – bannered Go Big AND Go Home – has been spurred by findings from the Deloitte Consumer Tracker (Q2 2024) showing consumers are still eager for promotions, sales, discounts and loyalty schemes.

“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,” said BASE CEO Liz Bales.

Odeon Cinemas Managing Director UK and Ireland Suzie Welch described the partnership as 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,” she said.