Pup fiction: Butcher’s partners Curzon on dog screenings

Ever wanted to bring your pup to the cinema?

Boutique chain Curzon has offered weekly screenings for dog owners since last year and now the Dog Day Afternoons have their first sponsor: pet-food brand Butcher’s.

As part of the agreement, Butcher’s will offer complimentary dog treats and £5 vouchers to all dogs and their owners. During the dog-friendly screenings, films will be shown with lowered sound and dogs will be welcome in the cinema bar and café before and after.

The partnership was brokered by cinema ad sales house Pearl & Dean, sister experiential agency Dive and media agency Notorious Communications.

Butcher’s is also launching a campaign across all 16 Curzon cinemas, as well as on TV and YouTube. Creative was produced by Dive and centres on the power of dogs to enrich people’s lives.

“We launched dog-friendly screenings last year for customers who are passionate about both dogs and cinema, and I love them because I can take my dog to see the latest releases at my local Curzon,” said Damian Spandley, managing director, programme and sales, at Curzon.

“We are delighted to welcome Butcher’s as a sponsor and their support for the programme has allowed us to increase the ‘pawprint’ of Dog Days screenings into more Curzon venues.”

Clare Turner, Pearl & Dean UK’s chief commercial officer, added: “We are always looking for exciting ways to bring brands closer to film and cinema audiences. Curzon’s Dog Day Afternoons is an exciting concept and we knew that this was the ideal opportunity for a brand like Butcher’s to reach this highly targeted audience in an authentic way.”

Butcher’s first sponsored Dog Day screenings begin on 19 May in six venues: Canterbury, Aldgate, Hoxton, Camden, Sheffield and Knutsford.