Sky Cinema – the new home for Sky Movies in the UK and Ireland – launched on Friday with E.ON, one of the UK's leading power and gas companies, sponsoring two of the most popular channels, Sky Cinema Premiere and Sky Cinema Family.

The new partnership between Sky and E.ON was formed by E.ON's media agency Vizeum and Sky Media, the advertising sales arm of Sky. The relationship extends beyond channel sponsorship with the potential for E.ON's customers to enjoy a range of Sky Cinema offers and events including subscription offers, reviews, content and competitions.

Sky Cinema viewers will also be able to enjoy four idents created for the channels with Engine, E.ON's integrated creative agency, working with director Brad Lubin and production company Mindseye. Viewers can see them whether they are watching films live, on demand or on the go.

The idents depict how E.ON and Sky Cinema support their customers after a hard day, whether this is following a children's party or losing a karate competition. The idents are Lubin's directorial debut in the UK and Ireland - he has previously worked with major US brands including Living Nutz, Zaxby's and Three Twins Ice Cream.

Sky Cinema is building on more than a quarter of a century of Sky heritage in home cinema, which started with the launch of Sky Movies in 1989. It is the UK and Ireland's biggest movie subscription service and from launch, customers are promised access to even more of the biggest and best movies closer to cinema release than any other subscription service.

Sky Cinema also promises a new movie premiere every day, a bigger library of on demand films, more pop up channels and better HD picture and sound quality, all aimed at taking viewers one step closer to the cinema experience, and all available live, on demand or on the go.

David Bird, Managing Director of E.ON's Residential business, said: "We're thrilled to announce our sponsorship of Sky Cinema Premiere and Family. This partnership gives us the opportunity to engage with our customers on a whole new level. We believe there is a strong fit between our respective brands and we look forward to building a successful partnership with Sky and creating some exciting content and offers for our customers".

Rachel Bristow, Director of Client Partnerships at Sky Media, said: "This new partnership is fantastic news for E.ON's customers who love movies. Sky Media will be working with E.ON and Vizeum to deliver exciting plans that go beyond what viewers see on screen including competitions, offers and exclusive content for them to enjoy".