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Stella Artois' use of the film genre as a quality medium to

advertise in, and to be associated with, is well known.

The fact that Stella Artois spends less on marketing than its

competition, yet appears to perform better, has to be admired.

While other beer brands battle over sport, Stella Artois has, over the

years, moved from what was ostensibly a media-buying strategy to a

through-the-line communication plan, which gives it ownership of

film.

Its screenings in recent summers of classic films such as The Italian

Job have cemented this proposition by bringing it to life.

I thought this was hard to beat until I learned of the Stella Screen On

Set screening of classic films in real locations: The Exorcist in St

Edmund's Church, Manchester, Braveheart at Stirling Castle and The Full

Monty at Shire Green Working Men's Club, Sheffield. This is one idea

that I wish I had thought of.

Not only is the strategic fit spot on, but the power of such clever

cinematic experiences eclipses the cost of putting them on. In the words

of another famous drink brand, 'Pure Genius'.

I look forward to more screenings in the future. How about Lock Stock &

Two Smoking Barrels in the Arches, The Cruel Sea on HMS Belfast, When

Saturday Comes at Sheffield United, or my favourite Jurassic Park at the

Natural History Museum.