UK cinema chain Odeon has partnered with Happiour to trial its hyper-local flash sales service.

The Happiour app is an attempt to update the happy hour concept, displaying time-limited promotions that are available near the users location, and enabling them to share the offers with friends. Its currently only available on iOS, with an Android version promised in the near future.

“Happiour allows Odeon the flexibility to upload the events and offers that work for us whilst always offering great value and a fantastic experience for cinema fans,” said Tanya Easterman, head of partnerships at Odeon. “The app encourages users to share deals with their network and invite friends to join them – all in real time. We’re excited to use the technology to bring a tech-savvy audience to the brand and help ensure going to the cinema is a truly social occasion.”

Odeons Tottenham Court Road cinema in London will be running offers on the Happiour platform from November, joining other businesses signed up to Happiour, including Apostrophe, London Cocktail Club and Gourmet Burger Kitchen.

Our flagship event, Mobile Marketing Life, takes place in London on 27 November. Brands go free. Book your place here.