The winner of Pilsner Urquell's "cleverest pub" competition will use his £10,000 prize money to install a cinema at his pub, after getting the idea from last year's Morning Advertiser Freehouse 500 event.
Customers around the country were encouraged to fill in Mensa quiz cards at pubs and the top 10 cleverest pubs flew to Prague last week to compete for the prize money.
Mitch Adams of private lease the Thatchers Arms in Mount Bures, Essex, successfully presented his business plan to a Pilsner Urquell panel.
He is going to install a pop-up cinema, theatre and bar in the pub's function room, which is mainly used at weekends.
Licences from Filmbank cost £80-100 per film, meaning Adams will be able to advertise and charge for viewing.
The bar will serve Pilsner Urquell and hold 60 to 80 viewers per film, who will pay £5 and be encouraged to buy food and drink during intervals.
"The sound system and AV kit will use at least half of the money," said Adams. "Marketing and advertising budgets, the bar, blackout blinds and furniture will take the rest."
He hopes to have the cinema up and running in time for a beer festival over the royal wedding and Easter. It will officially launch in summer with a performance from Mikron, a travelling theatre.
"We wouldn't have been able to do it without Pilsner Urquell's help," said Adams. "We were really well looked after."