Look at the head on that! Bottoms up to a pint of 28 Years Later beer

Much as I’m looking forward to the next instalment of the horror franchise I’m really not thirsty for a branded apocalypse-infused IPA to wash it down with

With ticket sales no longer a sure thing, additional income streams have become more important than ever to the movie business. If you want to know how much faith a studio has in a property, your best bet is to look out for licensed merchandise. This is why Wicked partnered with 400 corporate brands ahead of its release last year and why every shop on the high street is heaving with Lilo & Stitch merch. It’s why the last bag of Doritos you ate had Jack Black’s face on it.

But this strategy isn’t failsafe. Yes, if you’re promoting a big four-quadrant blockbuster, it’s easy to team up with companies who’ll paste their products with adverts for your film. However, if your film is too small, or too sad, or too weird, then any sort of brand collaboration is going to seem an extremely odd fit. In other words, can I interest anyone in a pint of 28 Years Later beer?