French mini-major Pathé and car manufacturer Peugeot have struck a strategic partnership, covering film production, distribution and exhibition.
The accord brings together two of France’s oldest companies. Both launched in 1896, with Armand Peugeot founding Société Anonyme des Automobiles Peugeot in Eastern France that year, while Charles and Emile Pathé created cinematographic equipment and phonographs company Pathé Frères in Paris.
The partnership follows in the wake of a raft tie-ins between car manufacturers and cinema companies, such as Korean carmaker Kia’s initiative with Digital Cinema Media DCM in support of UK independent cinemas and Mediawan’s recent deal with Chinese electric vehicle giant BYD.
Under the new partnership, Peugeot will be associated with Pathé’s film productions through the provision of vehicles for shoots, their integration on screen, and the deployment of co‑branded activations at the time of each film release.
The first two films to have been included in the partnership are family adventure-comedy Marsupilami, which is due out in France on February 4, and cop comedy Police Flash 80’ which comes out in March.
The partners will also develop 360-degree content and activations throughout the year including a short program entitled ‘In The Car With’, featuring interviews with cinema figures.
“Cinema has this unique ability to create emotions that bring people together. This is precisely what brings us closer to Peugeot. Producing and supporting major films that can resonate across generations lies at the heart of Pathé’s mission. This partnership opens a new chapter, uniting two worlds driven by a taste for boldness and powerful experiences, to move audiences both in theaters and beyond,” said Ardavan Safaee, President of Pathé Films.
