Cineverse, Air Bud Entertainment, and the PEDIGREE brand are pairing nostalgic screenings with a preview of the upcoming film, highlighting the enduring appeal of family entertainment centered on pets.
Cineverse is bringing Air Bud back to movie theaters this summer through a series of dog-friendly screenings designed to celebrate the franchise’s legacy while introducing audiences to its next chapter. In partnership with Air Bud Entertainment and the PEDIGREE brand, the events will take place in Los Angeles, Chicago, and Kansas City, offering fans an opportunity to watch the original 1997 film alongside their dogs and preview footage from AIR BUD RETURNS, which is scheduled for theatrical release in January 2027. The initiative reflects the continued cultural relevance of a family film that has remained recognizable across multiple generations.
The screenings illustrate how studios are increasingly turning to experiential events to reconnect audiences with established franchises. Rather than relying solely on trailers or promotional campaigns, the organizers are creating community gatherings that blend nostalgia with interactive experiences. Dog-friendly amenities, themed photo opportunities, giveaways, and activities inspired by the original film are intended to transform a movie screening into a shared outing for both people and their pets, reinforcing the emotional connection many families associate with the series.
The collaboration also aligns with broader trends in the pet industry, where brands increasingly emphasize the role animals play as family members rather than companions alone. The PEDIGREE brand’s involvement ties the screenings to its “Good Then, Better Now” campaign, which revisits the company’s long-standing presence in households while promoting updates to its products. Within the context of the events, however, the emphasis remains on celebrating the relationships between families and their dogs rather than focusing exclusively on consumer products.
The original Air Bud earned its place in family entertainment by combining sports, humor, and themes of perseverance around the unlikely image of a basketball-playing golden retriever. Nearly three decades later, the franchise continues to resonate because those themes remain accessible to audiences discovering the films for the first time as well as those revisiting them from childhood. The upcoming sequel builds on that legacy by introducing a new young protagonist while returning to the familiar setting of Fernfield.
As entertainment companies look for ways to extend the life of well-known franchises, events like these demonstrate that revisiting familiar stories can be as much about shared experiences as new releases. By bringing together longtime fans, children, and their pets, the screenings position Air Bud as more than a nostalgic property, presenting it as a family tradition that continues to evolve with each generation.
