A new movie starring Vanessa Redgrave, Vinnie Jones and Derek Jacobi will premiere as a free covermount DVD with British newspaper the Mail On Sunday.
The Riddle, a mystery thriller written and directed by Brendan Foley, will be given away with the 16 September (07) issue of the publication, bypassing the traditional method of releasing movies in cinemas and then on DVD.
Mail On Sunday bosses expect to sell 2.5 million copies of the tabloid that day and analysts estimate 30 per cent of that number - 830,000 people - will sit down to watch The Riddle DVD.
The stunt follows a similar promotion in July (07), when Prince's new album Planet Earth was released for free with the same newspaper. That giveaway was criticised by shop bosses, who branded it an "insult" to stores.