The Lion Loves Cinema
The Lion Loves Cinema
PEUGEOT and cinema are two worlds, two experiences… yet they speak the same language: emotion.
The emotion felt behind the wheel. The emotion shared in the darkness of a cinema.
In 2026, the brand took a decisive step by placing cinema at the very heart of its expression, in France and around the world. Behind this strategy lies a strong conviction: to bring people together, unite them and move them. Quite simply.
This sincere, almost instinctive connection is no coincidence. “There is a genuine love story between PEUGEOT and cinema,” says Valérie Candeiller, Global Communications Director at PEUGEOT.
Today, this natural affinity takes on a new dimension. More structured and more ambitious, PEUGEOT’s cinema strategy is emerging as a true territory of brand expression, on a par with the FIA World Endurance Championship (WEC). A territory where emotion, pleasure and shared sensations find their fullest meaning.
Cinema and automobiles: a natural connection
Cinema and automobiles: a natural connection
Cinema embodies all the values that define PEUGEOT’s DNA: innovation, elegance and emotion.
“We wanted to reach an even broader audience through a unifying, deeply emotional territory. Cinema came naturally,” explains Valérie Candeiller.
Like driving, cinema engages the senses and is experienced in the moment. Going to the movies means choosing a film, sharing a moment and feeling emotions together. Behind the wheel, the same sensations come alive: focus, rhythm, the pleasure of movement.
Beyond emotion, cinema and PEUGEOT share common roots and the same high standards. “Cinema was born in France, with the Lumière brothers. We are a historically French brand, and we proudly claim that authenticity,” Valérie Candeiller points out. A shared heritage shaped by craftsmanship and French excellence.
A structured and ambitious cinema strategy
A structured and ambitious cinema strategy
Following a year in 2025 dedicated to launching initial visibility initiatives (the César Awards and the Cannes Film Festival in France), 2026 marks the large-scale deployment of PEUGEOT’s cinema strategy. It is built around several complementary pillars.
The first focuses on surrounding the brand with ambassadors: figures from the world of cinema capable of embodying PEUGEOT’s values.
This global partnership opens up a wide range of opportunities: production, distribution, cinema exhibition, vehicle placement in films, local premieres… all designed to create unique experiences, closely connected to audiences and the PEUGEOT distribution network. Talk about BAFTA.
The third pillar reflects PEUGEOT’s ambition to establish a lasting presence at major cinematic events. Festivals, award ceremonies, international gatherings… the Brand commits wherever emotion takes centre stage. Finally, PEUGEOT actively supports emerging talent and creative work, helping to shape the future of the seventh art.
Iconic events in France and around the world
Iconic events in France and around the world
The first major highlight of the year is the Alpe d’Huez International Comedy Film Festival, where PEUGEOT is an official partner. A symbolic event celebrating French comedy, laughter and shared enjoyment. It was also on this occasion that the Brand announced its major strategic partnership with Pathé.
PEUGEOT is further strengthening its commitment to French cinema by renewing its partnership with the Académie des César. Through this collaboration, the Brand reaffirms its support for excellence, diversity and contemporary creation, while expanding its involvement with the Nuits en Or, an international programme dedicated to short films and emerging talent from more than 35 countries.
This ambition extends well beyond France’s borders. From the United Kingdom, where PEUGEOT partners with the BAFTA Awards, to the Cannes Film Festival - an iconic celebration of the seventh art - the Brand asserts its presence wherever cinema is experienced, shared and celebrated.
Beyond image and prestige, cinema is also a powerful tool for connection and proximity. For the PEUGEOT network, these partnerships pave the way for local initiatives, premieres and exclusive customer and B2B experiences throughout the year.
“Our ambition is simple,” concludes Valérie Candeiller. “To share emotional moments with the general public, around automobiles and cinema.”
In 2026, the Lion roars on screen as it does on the road, driven by a single promise: to thrill, to move and to create stories that leave a lasting impression.
