MasterCard ties up with Sony Pictures to promote Da Vinci Code prequel

LONDON - MasterCard has become one of the first brands run a promotion around the upcoming film prequel to Dan Brown's 'The Da Vinci Code', 'Angels and Demons'.

MasterCard’s move is part of a new strategy to align the credit card brand with movies and follows its sponsorship of The Times BFI London Film Festival last year.

MasterCard has said 'Angels and Demons' will be "the first of many" associations between the brand and blockbuster films.

The partnership with 'Angels and Demons' was created by Sony Pictures’ partnership agency Atom Marketing.

MasterCard cardholders will be offered the opportunity to win tickets to a pre-screening of the film. Guests to the event will also be invited to a MasterCard 'VIP' post show party.

'The Da Vinci Code' was a major success for Eurostar when it tied up with the film in 2006. The online competition entitled The Eurostar Quest offering a £137,000 prize won numerous awards for agency Space, which created the campaign.

The film, which features 'The Da Vinci Code' actor Tom Hanks as Robert Langdon aiming to halt a terrorist attack against the Vatican, opens on May 15.