Sony BMG France is partnering with mobile carrier Sony Ericsson and cinema advertising sales house Screenvision Europe to launch an innovative music promotion campaign in French movie theaters.

From March 21 to November 27, a series of ten "Blogsongs" will be displayed in more than 600 cinemas nationwide.

Presented as a short documentary, the Blogsong format is a 90-second video dedicated to a Sony BMG artist, featuring an interview and music clip abstract.

"This is a good way for us to target a new audience," a Sony BMG France spokesperson tells Billboard.biz. "We normally never communicate in movie theaters, as it is too expensive."

The Sony Ericsson brand will appear as the exclusive sponsor at the beginning and end of each BlogSong. According to Screenvision, the Blogsongs will be viewed nearly 18 million times overall.

The first one in the project is dedicated to French rock band Ultra Orange and Emmanuelle -- featuring movie actress Emmanuelle Seigner -- whose album is due out on March 26.

The undisclosed list of participating artists will include both local and international acts.