A special toast to You Will Be My Son.


There’s added incentive to check out French movie You Will Be My Son (Tu Seras Mon Fils) in cinemas this weekend. Every filmgoer (over the age of 18) in England will receive a free glass of Closerie de Fourtet 2007 (worth over £50 a bottle); in Ireland they’ll get a free glass of Château Méaume wine (which retails at €30 a bottle); and in Scotland, a half-warm bottle of Irn-Bru (just kidding, Scottish friends, cinema-goers there will be invited to exclusive free Bordeaux Wine Tasting events in Glasgow and Edinburgh.)

Gilles Legrand’s film, out Friday in the UK and Ireland, is set in a vineyard in St Emilion. Niels Arestrup (A Prophet, War Horse) stars as a wine-maker who wants to disown his son to pass his estate to another young man.

The wine promotion is the brainchild of distributor Swipe Films, run by Frank Mannion. The outfit has also done cross-promotions with wine merchants including the wine estate featured in the film, Clos Fourtet, plus Roberson Wine, Laithwaites, Jeroboams, in England; Findlater Wine and Spirit Group in Ireland; and Peckhams Wine in Scotland.

Cinemagoers can also enter a competition to win a case of St Emilion vintage wine by sending their contact details to comp@swipefilms.com by Dec 21.

Mannion says: “Bond movies have long employed product placement as a key marketing tool. You Will Be My Son has the ultimate in-built product placement and marketing tool - wine. So, in these cash-strapped times, it seems appropriate to offer cinema–goers an early Christmas present of a free glass of vintage wine on the opening weekend of the release. As far as we know, we are the first film ever to offer such a promotion. We hope that it will turn it into a must-see date movie and tempt audiences to see the film, while enjoying a free glass of vintage wine.”

Cheers to that. Let’s also hope there will be free Jager-bombs when Spring Breakers comes out next year.