London, 01 May 2008: Times Media has teamed up with Hardys Wine to present a fifteen-week screening season of some of the world’s greatest classic films, called “The Times Movies that Matter”.

Launching on Monday 12th May the partnership will be executed for The Times by Media Circus on behalf of Warner Home Entertainment, who are supplying the films to 30 Vue cinemas across the UK until mid-August.

In the six-figure deal secured by Times Media, Hardys sought film as a strategic way in which to drive affinity with their core market, looking for a high profile and credible association that is relevant to their target audience.

The partnership marks the first time the Times Media Solutions and Times Commercial Partnerships have worked together to create such a campaign, which will include screenings of Casablanca and Gone with the Wind.

As part of the launch The Times will exclusively offer its readers ‘2 for 1’ tickets and for the duration of the campaign the Times Online will host a “Movies that Matter” micro site.  The launch also coincides with Hardys new above the line ad campaign that launched on TV in April, which will be accompanied by Hardys Nottage Hill wine being made available for sampling at several key Vue cinemas.

Dominic Carter, trading director, Time Media, said, “We are very pleased to welcome Hardys as our partner for the “Movies that Matter” film season.  This unique, integrated partnership represents a true collaboration across all Times Media departments encompassing marketing, commercial, online and editorial”.

The deal was brokered by Charlotte Reich of Newscast (a division of Zenith Optimedia) and Jo Pitt and Graham Martin of Times Media’s Solutions and Commercial Marketing Partnership Teams.