The Sunday Times sponsorship begins from February 1 with on-air promotion emphasising the glamour associated with the Oscars. The campaign comprises a generic trailer, Stephen Fry tune-in trailers and open, close and break bumpers with the strapline: "You're watching 28 days of Oscar on TCM."
As part of the deal, The Sunday Times is giving away a free DVD of the award-winning Merchant Ivory film 'Howards End' on February 6.
The paper is also running a series of TCM promotions throughout February in its Culture supplement and offering free tickets to Vue Cinemas as well as a chance to win an Oscar DVD collection -- with 28 of the award-winning films.
TCM is also promoting The Times' Film First screenings with 45-second on-air promotional spots giving viewers the chance to win tickets to the advance screenings.
In return, TCM's "28 Days of Oscar" season is featured on The Times' Film First DVD which previews the upcoming series of free Film First Screenings. The DVD is free with The Times on Saturday January 29.
Andrew Mullins, Times Newspapers marketing director, said: "We worked successfully with TCM on our autumn season of Film First screenings for The Times and I'm pleased that the relationship is developing into a strong cross-promotional partnership for both of our titles."
Alan Musa, vice-president and channel manager of TCM, added: "The Film First and the Oscar season sponsorships offer a perfect way for Times Newspapers Limited and TCM to reach a highly targeted, film-loving audience and we look forward to continuing our collaboration with TNL."
As well as re-running the first ever Times crossword, there will be a list of the top 10 best clues, an interview with The Times' crossword editor Richard Browne, and a "how to" piece for those needing help to get started.
Times Online will offer free membership for the day to the Crossword Club, and puzzle-solvers will have the chance to win special prizes including year-long subscriptions to the club and cases of wine.
The crossword became daily in 1930 following a reader campaign, although not all were in favour.
A Miss Elsie M Davies objected: "I beg you not to allow cross-word puzzles to creep into The Times. I am a young woman and do not dislike all innovations; but I hate to see a great newspaper pandering to the modern craze for passing the time in all kinds of stupid ways."
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