Sony Pictures Entertainment teamed up with Heineken for the theatrical release of SKYFALL. Heineken released digital and print advertising, including a TV Spot for the partnership. On October 1, 2012, Heineken kicked off its fall movie retail activation featuring dynamic Bond-themed promotional packaging on 12-, 18-, and 24-packs of Heineken. Unique codes, printed in the packs, served as the gateway for consumers to enter for a "1 in 007" chance to win a Skyfall movie ticket. Mass displays with movie themed enhancers, dynamic POS materials, including price and tuck cards, cooler decals, Bond standees and poletoppers along with channel-specific mail-in rebates (MIR) and instant redeemable coupon (IRC) offers, where legal, drove consumer traffic and impulse purchase at retail. SKYFALL released in theaters November 9,2012. Source: http://www.cspnet.com/dailynews/archives