Big Brother housemates will face a survival mission on Sunday 13 July as part of a deal agreed by Channel 5, Vizeum and Endemol tying in with 20th Century Fox's new release 'Dawn of the Planet of the Apes'.
The Big Brother garden will be transformed into a post-apocalyptic world with the housemates taking on a number of survival-based tasks in order to get to the safety of the house. The winning team will then get a sneak peek of the film released on Thursday 17 July.
"Because Big Brother delivers more 16-34 adult ratings than any other show on commercial TV, it's the perfect vehicle in giving Dawn of the Planet of the Apes an edge over other film releases in the summer," explained Agostino Di Falco, partnerships director at Channel 5.
Maria Buttaci, media promotions executive at 20th Century Fox, said the partnership "made sense" bringing the film and the TV event "together in a creative and fun way".
Vizeum creative solutions manager Robbie Ashcroft added: "Brining this activity together across social and traditional channels should help make the film's release one of the movie events of the summer."
Dawn of the Planet of the Apes posters will appear within the house with tweets pushed out to Big Brother's 600,000 followers. A wider ad campaign includes 30 and 60-second trailers with a 10-second bespoke spot created featuring Big Brother's 'eye' logo.