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The affiliation aims to deliver bespoke promotion that extends advertisers' presence beyond cinema screens.

Under the tie-up, which is effective immediately, brands and their agencies will be able to work with Pearl & Dean and Lime to deepen their association with certain films. This can range from brands appearing in the ad reel before a film is shown, to sales promotions in cinema foyers, point of sale material in retail outlets and film-related competition prizes.

Lime has experience in linking films with brands through promotions, having worked on high-profile campaigns linking confectionery brand Snickers with film Die Hard 4.0.

Pearl & Dean and Lime will, however, continue to operate as separate, standalone companies.