Jameson's association in the UK with film is a relatively new one - in 08/09 Jameson launched the Cult Film Club screenings and sponsored the Empire Awards. Moving into 2010, the Cult Film Club campaign objectives were to leverage the Jameson film platform in the UK, targeting 25-34 year old ABC1 men and building a strong association between Jameson and cult film.

To leverage the Jameson film platform in the UK and build a strong association between Jameson and cult film.

The empire approach was to give the drink further inspiration and personality, thus reinforcing its link to film in press. This was executed through 12 advertorials, designed and written by the empire team explaining Cult film. The media elements to the campaign supported a series of screenings. Each film screened in an environment that would in some way relate to the content of the film, with a final screening at the Royal institution for Duncan Jones' BAfTA-winning film, Moon .

The screenings saw over 2,000 people watch Cult Films at unique events thanks to the Empire/Jameson relationship, all recruited from Empire as the sole media partner for this activity. The online engagement for the final film screening delivered 1.2 million pages impressions in a two-week period, with some of the highest click-through-rates achieved for online activity on Empireonline.com.