London's PictureHouse Central hosts regular dog-friendly movie nights, in which patrons are encouraged to bring their four-legged friends to watch specialty screenings of various films.
Complete with plenty of water bowls, this theater welcomes well-behaved canines to enjoy some popcorn with their owners from the comfort of a red cinema chair. The matinée screenings occur every six weeks and typically feature films that complement a dog's short attention span and sensitivity to noise. Some of the movies selected have included 'The Party' by Sally Potter, 'Heart of a Dog' by Laurie Anderson and 'My Life As A Courgette' by Claude Barras.
This unique marketing effort appeals to a niche demographic, yet serves as a creative method of drawing a larger, dedicated crowd to the cinema.