Electronics giant Samsung has partnered with the Picturehouse U25 Membership, in tandem with the launch of the new Samsung Galaxy S23 Ultra, in a deal brokered by Digital Cinema Media and Starcom.
Samsung was looking to launch its new phone and specifically engage with a younger 16-25 demographic. One of the key features of the Galaxy S23 Ultra is its expectation-shattering camera setup with a focus of being named ‘group photographer’ amongst your friends, which made creatively engaged young cinemagoers an ideal audience to target.
DCM and Starcom worked together to propose a plan that would see Samsung sponsor Picturehouse’s offering for their U25 Membership, an offering to anyone aged 16-25 to enjoy the best new films for £4.99 Monday-Thursday, or £5.99 for London cinemas.
The membership gives young people an accessible way to watch a diverse range of films at unique boutique cinemas: from blockbusters to independent film and everything in between, including documentary, opera and theatre.
To amplify the partnership, Picturehouse curated bespoke idents with DCM Studios and Samsung to relaunch the U25 Membership in a new and engaging way for the 16-25 audience. Both the idents and Samsung’s advert for the new Galaxy S23 Ultra capture the creative, youthful, and exciting nature of the partnership.
The partnership is set to run for 12 months across all Picturehouse cinemas nationally, in an Adult AGP to encourage young audiences to make the most of their cinema experience with the U25 Membership.
The 30-inch Samsung Galaxy S23 Ultra brand ad will run in the main ad reel and the U25 ident will be in latter part of the reel, alongside Picturehouse in-house messaging. There will be a range of other online and offline touchpoints too, including social media, blogs and DOOH.
To celebrate the launch of the partnership, Picturehouse and Samsung are giving away a Samsung Galaxy S23 Ultra and a Picturehouse Membership.