Pre-premiere screenings and collaborations: how brands use film premieres for promotional campaigns

The article analyzes the phenomenon of pre-premiere brand collaborations with film releases as a tool of integrated marketing communications. It is shown that, in conditions of information space oversaturation and audience fragmentation, the traditional sponsorship model is giving way to strategic co-creation, in which the brand is integrated into the film's narrative at the production stage rather than post factum. Particular attention is paid to comparing official partnerships and licensing agreements, analyzing the instrumental structure of promotional campaigns around premieres, and identifying the specifics of the Russian market, where the practice of "pre-screening servicing" creates a parallel reality of film distribution. Using the cases of "The Devil Wears Prada 2," "F1 The Movie," and "Frankenstein," contemporary approaches to turning a film premiere into a cultural event and measurable business results are demonstrated.

brand collaborations; pre-premiere screenings; event marketing; integrated communications; product placement; brand partnerships; film distribution; cultural moment.