The Independent Cinema Association of Australia has unveiled the next phase of its My Cinema initiative.
ICAA will now partner with Sony Pictures to bring the family 3D comedy Pixels to its member screens.
The partnership follows the launch of My Cinema Premiere in July, which saw red carpet preview screenings and gala functions for Last Cab to Darwin take place around the country.
Last Cab to Darwin has since taken more than $4 million at the box office.
Australian films feature in the My Cinema Premiere series with the support of the Screen Australia Enterprise Growth program.
According to ICAA, the My Cinema brand continues to gain traction and audience recognition, with many indie cinema’s beginning to stock My Cinema branded drink cups and popcorn boxes.
My Cinema also acts as a marketing platform that brings ICAA member exhibitors together with national promotions and strategic partnerships.
The competition will see the widest member participation yet with 92 activated sites, while the promotion also presents its largest prize pool yet, offering families the chance to win a $17,600 trip for four to Los Angeles.
This campaign coincides with the shool holidays.
Pixels stars Adam Sandler and Kevin James. The film sees aliens misinterpret video-feeds of classic arcade games as a declaration of war against them.
They attack the Earth, using the games as models for their various assaults.
President Will Cooper has to call on his childhood best friend, 80s video game champion, Sam Brenner, now a home theatre installer, to lead a team of old-school arcaders to defeat the aliens and save the planet.
Audiences at each participating location will have the opportunity to win a family trip for four to Los Angeles.
The prize, for two adults and two children includes return economy airfares to Los Angele, with five night’s accommodation at a four star hotel and a one day all day Pacific Pier unlimited ride wristband for four people.
A runner-up prize pack valued at $50 will also be awarded to one person at each participating cinema location.
Pixels releases nationally on September 10 and the My Cinema competition closes on October 23.