Birds Eye is supporting its six-month sponsorship partnership with DCM, to bring the brand into cinemas across the UK for the first time, with a Facebook competition created with glue Isobar.
The Facebook app presents film posters starring Clarence the polar bear as the hero who saves teatime, in four different filmic scenarios.
Facebook users are invited to create a catchy title for each film and then share their posters with their friends, with VIP cinema passes for the whole family to be given to the winners.
The movie posters, which will be released throughout the summer months, have been devised in the style of four classic movie genres, superhero, western, sci-fi and crime.
To support the partnership, which will lead to the brand being seen in DCM-owned cinema such as Odeon and Picturehouse, in-foyer assets allow audience members to have their transposed into the winning film posters, using a webcam installed in the foyer.