UK distribution company Revolver Entertainment pays homage to Willy Wonka in its promotion of the UK DVD release of The Wackness, on February 9.
The Wackness follows the relationship between a psychiatrist (Ben Kingsley) and a teenager (Josh Peck) whose unlikely friendship is forged through their love of weed.
A la Wonka the first 1000 DVDs of The Wackness will have golden competition tickets inside.
But it's not a trip to the chocolate factory that buyers could potentially win but a different type of trip altogether -a weekend for two in Amsterdam complete with a gram of high-grade skunk marijuana on arrival.
In the UK, cannabis has just been reclassified from a class C drug to the higher grade class B, but in the spirit of the film, Revolver's campaign focuses on a less serious side to the issue.
Justin Marciano, managing director of Revolver Entertainment, explained the background to the approach.
'The weed is such a central part of the film - Josh is a young dope dealer but what's important is that he creates connections with other people through the cannabis he sells. The Wackness is a film we really care about and we thought how can we have some fun and use the lighter side of what we are talking about. The campaign is really is a Golden Ticket for grown ups,' said Marciano.