E.ON, the energy company, will sponsor Sky Cinema Premiere and Sky Cinema Family, with idents created by WCRS.
The ad campaign, also created by WCRS, is being launched today with a 60-second TV ad shot by award-winning director Patrick Clair, who was responsible for the title sequences of BBC thriller The Night Manager and US crime drama True Detective.
It opens with the click and whirl of a cinema projector, with its flickering light illuminating swirling dust of a dark cinema chamber.
The dust then shifts into the shapes of well-known movie characters, such as Steven Speilberg’s E.T.. It ends with the voice of Harrison Ford saying, "Chewie, we’re home", from Star Wars: The Force Awakens.
The launch ad will be followed by four 20-second executions showcasing a different benefit of Sky Cinema, as well as ads across cinema, digital and print.
The spot was created by Tom Madden and Morgan Hinds-Shorland at WCRS.
Sky Cinema will replace the 11 Sky Movies channels and promises to premiere a new film each day. The pay-TV giant is pledging to show new releases on Sky sooner than they appear on streaming services such as Netflix and Amazon Prime.
Leon Jaume, executive creative director at WCRS, said: "Our campaign has two aims: to reveal the qualities of Sky Cinema and to evoke the mighty emotional punch of great film making.
"And we made it with Patrick Clair, one speck of dust at a time. Probably took longer than Apocalypse Now."
