The Catcha Group venture has signed up Standard Chartered Bank, Stella Artois, Smint and Evian for the June 13-22 screening of Hollywood blockbusters at the Fort Canning Park. Sponsors will be provided with signage, exposure in collateral material and cinema commercials.
Apart from reaching young, single attendees, Pacific Beverages marketing manager, Mark Wilson, said the sponsorship fitted in with Stella Artois' global marketing strategy of developing an association with cinema.
Stella Artois is the presenting sponsor of the Cannes Film Festival and it also advertises in outdoor cinemas in Europe and the US.
Standard Chartered is using the event to reward its credit cardholders with a 20 per cent discount on movie tickets as well as drive credit card usage.
The bank's general manager for credit cards and personal loans, John Chang, expected the 10-day event to be a success because Singapore had "one of the highest ratios of annual cinema attendance in the world".
