Promotional packs of Stella Artois and Stella Artois 4% will carry codes which can be redeemed online for one of 50 movies. Films available include Good Will Hunting, Enron, Confessions of a Dangerous Mind and Hidden.
The promotion will be supported by in-store activity as well as a geo-targeted text campaign to notify customers of the deal when they are near a participating retail outlet.
Stella Artois has had a long association with film dating back to 1998 when it began running adverts during movie programming on Channel 4. The deal ended in 2006.
James Watson, marketing director for Stella Artois Western Europe, says: “We know Stella Artois consumers are passionate about great film, so we’re very pleased to once again bring them an exclusive film offer we know they’ll love.
Brand owner AB InBev claims last year’s on-pack DVD offer was its most “successful promotion” with 10% of consumers redeeming the offer during its run.