The latest and perhaps most unusual (and certainly unexpected) piece of Hammer Films merchandising hit UK retailers on 13th September, in the guise of a new scratchcard from the National Lottery.

The game entitled "Count the Cash" promises a top prize of £6,666. Players who purchase the £1 card, must scratch off the  panel of bat symbols on front to reveal four symbols with a horror theme, which must match the "horror symbol" in order to win. Overall chances of a win are 1 in 4.89, and there are four chances to win on each card.

On Hammer's official website, head of licensing at Coolabi, Hammer's global licensing agent, stated:

“We were intrigued when we were approached by The National Lottery but are excited to be taking part in what is an interesting departure for us.  I think it’s great fun and it will mean that a lot of people are going to be even more fond of these much-loved Hammer characters if they win them a lot of cash.

“This is the 50^th anniversary of Hammer Horror and the Count the Cash Scratchcard provides us with the perfect platform to commemorate this landmark date.”

According to figures on the National Lottery website there are 11,370,000 cards printed in the first run. Winning prize amounts available are £1, £2, £6, £10, £20, £40, £66, £100, £666, and £6,666. There are seven jackpot prizes available. Players must be 16 years or over.

The licensing deal is a high-profile one for Coolabi/Hammer Films, with the scratchcards available in Lottery retailers across the UK and Isle of Man, alongside various other lottery scratchcards. A survey of newsagents and supermarkets should demonstrate the ubiquitous nature of the cards.

Hammer collectors may be pleased to learn that they are not at added risk of developing a gambling habit, as the card is only available in one design - a striking red, black, white and yellow design which is based upon a classic Hammer poster image of Christopher Lee as Dracula.

The card itself is appropriately themed for the Halloween season, and should reach beyond Hammer Horror fans, whilst simultaneously furthering awareness of the Hammer brand. Released in the same week that Hammer went back into active production, Hammer's profile is looking very much on the up.

- back to top -