The deal marks ITV2's biggest sponsorship deal to date and ITV3's first movie sponsorship.
As part of the deal, Cobra will be launching CobraVision, a competition where aspiring film-makers can send in short films, which will be shown during ITV2 and ITV3 ident breaks.
It also encompasses interactive and online promotion. Idents will encourage viewers to press the red button and access additional Cobravision material and information about Cobra products.
There will also be a dedicated online presence at the .
The sponsorship launches on January 31 2005 on ITV2 with 'The Whole Nine Yards', starring Bruce Willis, Matthew Perry and Rosanna Arquette.
The creative was done by Joshua and carries on from Cobra's autumn 2004 print and underground campaign "Inspired".
Yan Li, sponsorship and branded content executive at ITV Sales, said: "Cobra Beer is the perfect brand for our multichannel movies and we are delighted to have them on board, not just as the broadcast sponsor but also for the association to extend off-air with ITV online and interactive support."
Karan Bilimoria, founder and chief executive of Cobra Beer, added: "CobraVision is an initiative to support and encourage creativity and film-making in the UK, and the first of its kind in broadcast, media or advertising history."
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