The broadcaster will launch a campaign to drive viewers to a website where they can cast their vote. The poll will be promoted through a series of national media partnerships.
The pre-Christmas activity is the prelude to a heavyweight ad campaign for Sky Movies. Its audience reach was 16.9% in September this year, down from 31.6% in September 2004, according to BARB.
Sky has most recently placed the bulk of its marketing effort behind its HD services, including ads for its Sky+ HD box.
The broadcaster is also updating its logo to coincide with the Christmas ad campaign, starting in the next few weeks. Its 'glass' marque will be replaced by a 'warmer' image.
Sky said it was making 'evolutionary changes to the logo' to help it shift away from being seen as a TV broadcaster toward a broad entertainment and communications business positioning.
The brand project and campaign for the broadcaster are understood to have been handled by WCRS and Mother.
Mother was added to Sky's £100m advertising agency roster early this year.
Last year, WCRS took on advertising for Sky Movies following a pitch against The Red Brick Road and Sky's in-house creative agency.
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