Mars Chocolate will be giving away cinema tickets in an autumn promotional campaign across its Bitesize range.
The Sweet Sundays promotion offers shoppers the chance to pick up free cinema tickets when they buy four Bitesize packs of brands including Maltesers, M&Ms and Galaxy.
The offer runs from 26 July to 13 January – coinciding with major film releases including the new James Bond movie, Skyfall, and the latest instalment of the Twilight saga.
Mars said Sweet Sundays would be its biggest-ever film promotion.
Movie-themed promotions have become a regular autumn event for Mars. This time last year, the confectionery giant launched a DVD giveaway promotion called Bag a Million Movies.
The media spend behind Sweet Sundays is £3.3m – more than triple what Mars spent on Bag a Million Movies.