Velvet toilet tissue is to offer more than a million cinema tickets to consumers in a month-long promotion.
Special nine and four-roll packs of Double Velvet will hold the key to getting a seat at UCI cinemas nationwide.
Purchasers of the bigger pack size will be able to exchange an on-pack coupon for a ticket at the cinema of their choice, while four-pack consumers will be prompted to mail two tokens to receive a ticket.
Manufacturer SCA Hygiene Products is putting £15m behind Velvet this year, including a new ad campaign to build on last year’s ‘Love your bum’ push.
Senior brand manager Nick Dudman said: “This is the largest promotion of its kind for this category and for us.”