M&S is joining forces with Pearl & Dean to promote ‘The Second Best Exotic Marigold Hotel’, as part of its first ever film partnership, the retailer announced today. 

As part of the campaign, M&S will offer shoppers a buy-one-get-one-free film ticket deal for Mother’s Day. It will also deck out the windows of its 320 retail stores and larger Simply Food outlets with artwork for the film. Instore, the retailer will adopt door stickers, digital signage and physical displays. It will also run an online competition, with prizes including free tickets to the London premiere of the film and a trip to India.

“Pearl & Dean took a proactive role in seeing the potential for us to link with Marks & Spencer on this a unique partnership, and its knowledge of our brand and Marks & Spencers’ has been invaluable,” said Fox head of UK promotions Victoria Llewellyn.

“The fact that the film is going to be promoted in M&S windows nationwide around Mother’s Day is a unique media showcase, and we consider this to be the ideal fit of film and audience.”

Starring Dame Judi Dench, Dame Maggie Smith, Bill Nighy and Richard Fere, the film is set to tap into the power of the older film audiences, following the success of the of ‘The Best Exotic Marigold Hotel’ film.