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The company will sell advertising on Icewhole.com, a website where amateur film-makers can upload their work.

Pearl & Dean has signed a deal to sell video advertising around content uploaded by users. Selling advertising online marks a departure for Pearl & Dean, which has traditionally focused on cinema advertising. Icewhole.com was due to launch on 4 June, but this has been delayed. The site is still expected to launch this summer, but no date has yet been confirmed.

The tie-up will also see some of the submitted films aired in cinemas before the main feature film. Pearl & Dean is attempting to screen the footage in cinemas, supported by advertising money.

At launch, Icewhole.com will attempt to woo the film-making community by offering monthly prizes of up to £6,000 for the best material in four geographical areas including the UK, Europe, the US and an international section. The site's creators claim that industry veterans such as Morgan Freeman and Richard Attenborough will judge a shortlist of entries.

Icewhole.com allows people to upload films, trailers, artwork and music. People can also rate material and blog about films. Pearl & Dean intends to link the content with its own site, Pearlanddean.com, which publishes professionally produced content including new charts and material from films, as well as having a shop and a community area.