The activity is part of Grolsch's "If it ain't got that swing" advertising push, which has been in cinemas since the spring.
The latest instalment offers consumers the chance to view discounted films online through Blinkbox. The offer is available at a number of stores including Asda and the Co-op.
Redemption is achieved by shoppers buying a special Grolsch pack and registering the unique on-pack code at www.grolschfilm.co.uk. They can then chose a film rental from blinkbox.com and watch it straight away or save it for another time.
Heather Jones, brand manager for Grolsch, said: "We've done a huge amount of research into the Grolsch 'Culture Seeker' audience and created a unique on-pack promotion we know they will love.
"Offering instant access to online film seemed like the perfect way to reward Grolsch fans with the complete night in."
The first Grolsch ad, which launched in May this year, was created by The Leigh Agency, and featured the Grolsch bottle twirling around the Jazz classic tune 'It Don't Mean a Thing (If It Ain’t Got That Swing)'.
This article was first published on marketingmagazine.co.uk