Lovefilm in the UK already has tie-ups with companies including AOL, Tesco, EasyGroup, CD Wow, Guardian Newspapers, WH Smith, Odeon and Vue.
Cocktail has been asked to identify and negotiate additional partnerships with retail and FMCG brands whose customers are passionate about film.
Paul Greenwood, Lovefilm's partnership marketing manager, said: "Partnership marketing is a highly cost-effective way to drive online rentals, while raising awareness of the Lovefilm brand to a key target audience."
Lovefilm UK offers customers a library of over 65,000 titles, including films and console games. It also provides a service whereby users can download films to view on their PCs.