UK exhibitor Odeon Cinemas has partnered with specialist insurance company RIAS for its Senior Screen screenings.

RIAS, which insures over 50s, will sponsor the reduced-price screenings for seniors across the UK. The Senior Screen programme started in June 2006 and offers reduced admission to over 50s at 94 cinemas on weekday mornings.

Kate Macfarlane, Brand Manager from ODEON added: 'This is the first time we've worked with a sponsor for Senior Screen and we are looking forward to working with RIAS to develop further an already popular offering. We are delighted to be joining forces with a brand that is so trusted and respected amongst the over 50s.'

RIAS worked with Genesis Partnerships to broker the deal with Odeon, who is represented by Carlton Screen Advertising.