What is the best television series in the world? No, it’s not a prestige drama like House of the Dragon, an Emmy-winning juggernaut like The Bear, or even Netflix’s all-conquering thriller Squid Game. The honor, according to The Guardian, rests squarely with the Australian animated children's show, Bluey. The cartoon, which follows the adventures of a six-year-old Blue Heeler puppy, has captured the hearts of both kids and parents worldwide, blending humor with heartfelt lessons on family, growing up and imaginative play. And if scooping up multiple entertainment awards, a dedicated global audience and a brand value of more than $2 billion wasn't enough, a newly announced film adaptation is set to hit the big screen in 2027.
While this is huge news for Bluey’s fervent fanbase, it’s an even bigger opportunity for brands and marketers. In the UK, 72 percent of families identify as cinemagoers and 66 percent see cinema as quality time well spent. The communal, immersive cinema experience is uniquely positioned to amplify audience engagement, making it an essential space for strategic brand partnerships and activations. For advertisers, this highly targeted, distraction-free environment is the perfect place to roll out the red carpet to new consumers.
The Bluey film announcement comes ahead of a bumper year for the release of family-friendly blockbusters, with A Minecraft Movie and the live action releases of How to Train Your Dragon and Snow White all set to open in 2025.
A common thread that links these bankable films is that they’re all based on existing IP. Filmmakers can bet big here because they know there is a receptive, attentive and lucrative audience waiting for them - existing fans will immerse themselves in the source material, character backstories and movie trailers long before they enter the cinema.
It may come as no surprise, then, that the 10 highest-grossing films of 2024 were all either remakes, spinoffs or sequels. And while debates over originality in Hollywood rage, franchises’ cultural impact and that of their brand tie-ins, remain undeniable. Recognizable fictional characters can supercharge any advertising campaign. They add instant recognition and credibility, harnessing strong resonance and nostalgia within an established fanbase to tap into positive emotions and ideas.
One of 2024’s most hyped films, Wicked, saw a record-breaking number of brand collaborations, with movie-inspired clothing, beauty products, homeware, games and more on sale from the likes of Crocs, Robinsons, Bloomingdale's, H&M and Lego. Shoe brand Aldo, which partnered with Wicked on a number of styles, enjoyed a significant lift in brand demand, seeing a 6 percent engagement rate on social media and elevated search levels for 12 months after the collab’s debut. When brand-movie partnerships align, they can make a film – and the tied-in products – feel like a must-see, must-buy event.
In today’s chaotic outside world, the big screen remains an outpost of advertising efficacy. 86 percent of consumers admit to using multiple other devices, like smartphones, while watching TV. However, the cinema’s engaged audiences are ideal for impactful brand partnerships.
Branded cinematic experiences can work for all film genres and target audiences. Take Gü and Pearl & Dean’s distribution of Zillionaire Cheesecake across 30 independent cinemas during the opening weekend of Magic Mike’s Last Dance, a luxury tasting experience that harnessed the senses in a highly engaged environment to build a premium audience’s association with indulgence. But with family movies most often providing treasured moments of shared joy and connection, and 47 percent of all cinema trips enjoyed with family members according to FAME (Film Audience Measurement and Evaluation) research, U and PG-rated films offer perhaps the best opportunity to reach parents when they’re at their most engaged.
Just because films like Bluey will focus on accessible family fun doesn’t mean that brands can’t get creative, either. Infant care brand Pampers previously partnered with Showcase Cinemas to sponsor Baby Cinema and Totally Tots screenings of movies like Sing 2 and short films like The Gruffalo, featuring softer lighting levels, lowered film volume and free movement around the auditorium. According to post-campaign research, the cinema partnership boosted Pampers’ TV ad by 14 percent, with 76 percent of attendees rating their experience at the screenings as very good (92 percent as very good/good).
With so many family films releasing in 2025 ripe for activation, be sure to explore the multitude of opportunities for engaging your target audience. As shown by Sonic’s takeover of the iconic Pearl & Dean ident, the movie world – and the cinematic universe – truly is your oyster.
Just as marketers shoot their Christmas ads during the dog days of August, brands can use the remainder of this winter to plan their activations for 2025’s hot slate of summer blockbusters. The warmer months and school holidays offer increasingly immersive opportunities for exciting brand partnerships.
This resulted in the Minions taking over high street Boots stores with in-store branded standees, floor stickers and Minions bunting. Shoppers were also offered a free Despicable Me 4 branded water bottle to keep themselves hydrated in the heat, when they purchased any two Soltan products. Alongside this activity, there were window displays, digital signage and a strong social media campaign tied to the film’s release date. One of the things that made it special was the perfect colour match between Soltan’s iconic Minion-friendly yellow branding and the traditional blue of Boots that reflected the characters overalls – truly a match made in Minion heaven.
Herein lies the beauty of cinema advertising; with a bit of creative thinking, movies hold a unique ability to bring their worlds to life. Their rich, kaleidoscopic nature enables almost any brand to authentically leverage themes, characters and settings – executed with the support of our film partnerships team, tied-in merchandise, events and campaigns lift brands off the screen and into people’s everyday lives.
The power of a great film stays with you long after you leave the cinema. And by creating lasting connections through brand activations, you can transform family outings into unforgettable shared experiences. As Bandit says, “Every day is a chance to make memories that last a lifetime.”
Brands and marketers will do well to heed his advice.
Clare Turner is the chief commercial officer at the British cinema advertising firm Pearl & Dean.