Lovefilm, the online DVD rental and film download company, has formed marketing partnerships with three brands through agency Cocktail Marketing.

It is running joint promotions giving away free cinema tickets and a 30-day trial for its website subscription service.

The incentive is on offer for customers who shop at Burton using their store card in December. It is being promoted via the store card and the retailer’s website and email newsletter.

The tickets and trial are also on offer for all members of the National Geographic Channel’s Viewers’ Club. It is communicated through National Geographic’s magazine, newsletter emails and its website.

Cocktail Marketing has also put the offer together for readers of the free London newspaper Metro in December. This is being promoted through a series of half pages in the paper, on email newsletters and on the Metro website.

Paul Greenwood, partnership marketing manager for Lovefilm, said: “Partnership marketing is a highly cost-effective way to drive online rentals while raising awareness of the Lovefilm brand to several key target audiences through these lifestyle-focused partnerships that provide the perfect environment to target potential customers.”

The cinema tickets can be used at Cineworld, Odeon, Showcase and Vue Cinemas across the UK, except for some in London.

To claim their incentives, customers go to www.lovefilm.com and enter a bespoke promotional code for each brand.

Lovefilm International is Europe’s leading online DVD rental subscription service with over 500,000 members, operating in the UK, Sweden, Norway, Denmark and Germany. Its weekly newsletter reaches over 300,000 subscribers.