Air France is targeting British Francophiles, French ex-pats and world cinema fans through the partnership with Cinémoi. The channel will broadcast exclusive content and interviews with actors at the 64th Cannes Film Festival.
The sponsorship will cover a fortnight's worth of programming on the Cinémoi channel, broadcast in the UK to Sky and Virgin Media customers, from 11 May.
Air France has launched a consumer competition on a dedicated microsite, which will feature Cannes coverage from Jonathan Ross. Separate promotional activity will run on Air France's website, www.airfrance.co.uk, offering subscriptions to Cinemoi for Sky and Virgin Media customers.
Jonathan Ross, presenter and shareholder of Cinémoi, will launch the Cannes coverage, alongside Observer film critic Jason Solomons and TV and radio presenter Izzy Lawrence.
Henri Hourcade, general manager UK & Ireland at Air France KLM, said: "For 31 years Air France has been an official partner of the Cannes Film Festival.
"Our partnership to promote the 64th Cannes Film Festival in association with Cinémoi is a natural extension of our great film offering. In addition, we'll be reaching out to a high-end television audience who have an affinity with all things French and an interest in travelling to France."
Cannes programming on the Cinémoi channel will air every other night at 8.30pm from 11 May, on Sky and Virgin Media channels.