London, 5 November 2025 — Volvo has stepped into the spotlight with an exclusive partnership that blends Scandinavian automotive design with the art of cinema. In collaboration with Curzon, and brokered by Initiative and DIVE with cinema advertising specialists Pearl & Dean, the Swedish marque has launched Pulling Focus — an evocative new brand platform that places Volvo’s Refreshed XC60 plug-in hybrid at the heart of a nationwide celebration of Swedish filmmaking.
The partnership, which went live in September, officially opened its Swedish film season last night at Curzon Bloomsbury. Guests gathered for a special screening of Ruben Östlund’s acclaimed dark comedy Force Majeure, accompanied by traditional Swedish buns and steaming glögg — a sensory introduction to the cultural world that Pulling Focus seeks to champion. As an added highlight, attendees enjoyed an exclusive up-close encounter with the Refreshed XC60, which took centre stage in the venue foyer.
Cinema as a Canvas for Scandinavian Storytelling
At the core of Pulling Focus is DIVE’s creative vision — an invitation to pause, immerse, and rediscover the power of story. This ethos carries through a multi-channel cinema partnership that integrates Volvo into the Curzon experience, from the moment audiences take their seats.
In a playful reimagining of a cinema staple, Volvo has taken ownership of the industry-standard “Turn Your Phone Off” reminder, giving it a fresh twist that encourages viewers to “pull focus” and enjoy the film uninterrupted. The activation is now showing across Curzon sites, reinforcing the theme of presence — both in great design and great filmmaking.
Beyond the screen, Volvo and DIVE have extended the partnership into audio and home-viewing. A new Spotify playlist curated for Volvo’s premium Bowers & Wilkins sound systems captures iconic soundtracks from Swedish films featured in the season. Meanwhile, Curzon Home Cinema is offering Force Majeure free to stream in celebration of the collaboration, bringing the cinematic journey into living rooms nationwide.
A Rich Tapestry of Swedish Cinema
Running until 30 November, the Pulling Focus film season spans 13 events across Curzon cinemas, each accompanied by glögg and cinnamon buns — a nod to Sweden’s winter traditions. The programme reflects the breadth and evolution of the country’s film culture, from Ingmar Bergman’s timeless Wild Strawberries (1957) to the punk-infused coming-of-age tale We Are The Best! (2013) and Östlund’s Palme d’Or-winning satire Triangle of Sadness (2022).
This curated lineup offers audiences a chance not only to enjoy cinematic masterpieces but also to reconnect with the cultural influences that continue to inspire Volvo’s design language.
Building on Volvo’s Commitment to Cinema
The Curzon partnership strengthens Volvo’s growing involvement in cinema advertising. The brand has recently joined Pearl & Dean’s Wild Spaces initiative — a programme showcasing purpose-driven companies on a dedicated ad reel, with proceeds contributing to conservation efforts in National Parks. The alignment underscores Volvo’s long-standing connection to nature and sustainability, key pillars in the brand’s identity.
Through Pulling Focus, Volvo’s presence now extends across Curzon’s full media ecosystem, from in-cinema branding and till screens to social content, print materials, and a bespoke website hub where audiences can learn more about the Refreshed XC60.
Industry Voices on Pulling Focus
Gemma Cole, Creative Director at DIVE, describes the campaign as an encounter between cinematic and Scandinavian craftsmanship:
“Pulling Focus was born from a shared belief in the power of storytelling — whether through cinematic artistry or Swedish design. As Volvo have revisited their XC60, refreshing key features, we want to offer audiences a chance to rediscover the best of classic and contemporary Swedish cinema… we’re inviting audiences to pause, pull focus, and rediscover what it means to be moved.”
Susie Bould, Director of Marketing at Curzon, highlights the cultural significance of the collaboration:
“This partnership with Volvo captures the essence of what Curzon is all about — creating meaningful cultural moments. Swedish cinema has shaped film history, and Pulling Focus offers audiences a fresh opportunity to celebrate that legacy.”
Georgina Williams, Head of Marketing Operations at Volvo Car UK, emphasises the emotional dimension of the refreshed XC60’s design:
“Pulling Focus reflects Volvo’s Scandinavian roots and our commitment to design that moves people. Like great cinema, the refreshed XC60 invites you to see the world from a new perspective.”
And from the media partnerships side, Jack Reynolds, Partnerships Director at Initiative Create, notes the synergy of storytelling:
“This campaign is a great example of what happens when creative partnerships and the magic of cinema come together… It’s where purpose, storytelling and culture all meet, and that’s what makes this partnership special.”
A Celebration of Perspective
With Pulling Focus, Volvo and Curzon have crafted more than a campaign — they have created a cultural encounter that bridges design, heritage, and the communal joy of cinema. As Swedish film illuminates the big screen and the XC60’s Scandinavian refinement takes the spotlight in the foyer, audiences are invited to see — and feel — through a distinctly Volvo lens.
The Pulling Focus season continues across Curzon cinemas until 30 November.
