Cine Belas Artes, a traditional street cinema in Brazil's capital, has initiated an 'ugliest birthday cake contest' to promote the release of the film 'Happy Birthday in Belgrade,' which is set to hit Brazilian theaters on Thursday, the 26th. This initiative, organized by distribution company Pandora Filmes, offers the winner a year-long pass with ten tickets that can be used at the cinema. Participants are encouraged to share photos of their most disastrous or humorous cake creations on the cinema's social media platforms before the submission deadline of Monday, the 23rd.

The contest not only provides a fun and engaging way for moviegoers to participate but also ties into the theme of the film, which showcases a children's party full of improvisation amid challenging circumstances. Once photos are submitted, they will be shortlisted and voted on by the public through social media, creating an interactive experience that draws the community into the promotional efforts. The event serves as a unique marketing strategy to generate interest and excitement around the film's release.

In addition to the cake contest, Cine Belas Artes will also host a special preview of 'Happy Birthday in Belgrade' on Wednesday, the 25th, at 7:30 PM, followed by a themed party that reflects the film's festive yet chaotic atmosphere. This promotional tactic not only highlights the cinema's commitment to engaging its audience but also reinforces the connection between local cultural events and film releases, thereby enhancing the cinematic experience for attendees and promoting community involvement.