Grocer Morrisons is to sponsor the world premiere of Disney’s A Christmas Carol, expected to be a festive season movie blockbuster.

Morrison's tie-up with Disney is first deal of its type

The deal is thought to the first of its type and Morrisons will be promoted in return on Disney’s marketing campaign for the film on TV ads, 96 billboards and bus-sides.

Morrisons group marketkeing director Angus Maciver said: “We are surprising everyone by sponsoring Disney’s A Christmas Carol, one of the biggest films of 2009. This iconic film celebrates the joy of the festive season, which for Morrisons is about giving a fresh Christmas to everyone.”

The movie will premiere in London’s West End on November 3, when there will be a coordinated switch-on of the capital’s Christmas lights. Jim Carrey will flick the switch at Oxford Circus, Bob Hoskins at St Paul’s Cathedral and Colin Firth at Regent Street. All three play and voice parts in the Disney film.

There will be also be associated free concerts featuring stars such as superstar tenor Andrea Bocelli.