Prince Charles cinema looks for sponsorship

Low-price West End cinema The Prince Charles is looking for a headline sponsor in a pioneering move for the cinema sector.

The cinema, sited off Leicester Square in London, is targeting retailers, drink and snack brands for a six-figure sponsorship investment. The search is led by the cinema’s managing director, Ben Freedman, who says: “This is a unique opportunity to tie-up with one of the UK’s most famous cinemas and communicate with real film fans.”

The Prince Charles has, in the past, attracted sponsors for one-off film events and festivals, such as the Carte Noir French Film Festival. However, it is now looking for a permanent headline sponsor in a deal akin to the partnerships developed by music venues such as the Carling Apollo.

The sponsorship package includes naming rights inside and outside the venue; branding on poster sites around Leicester Square; branding in weekly listings and advertising across regional and national press; and a presence on the cinema’s website.

The cinema is owned by film and event marketing agency Bubble Chamber and the initiative is part of a strategy to give brands greater access to movie-related sponsorships and promotions.

The Prince Charles was launched in its present form in 1991 and is the only non-subsidised repertory cinema in the UK. It makes money by careful selection of popular films for second runs.

Stelios Haji-Ioannou’s easyGroup has also announced plans to open a low-cost cinema in Milton Keynes, using the group’s business model of discounting for early booking via the internet.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here