Distributes gift cards promoting blockbusters.

eMusic is partnering with Hollywood to help drive subscribers to its online independent music service. The company has formed deals with 20th Century Fox, Hollywood Video and Cinema Screen Media to distribute co-branded gift cards good for 50 free eMusic downloads.

The company will distribute approximately 600,000 cards at film openings and theaters during Memorial Day Weekend.

With 20th Century Fox, eMusic distributed 1 million gift cards co-branded with the upcoming “X-Men III: The Last Stand” movie to filmgoers waiting to see “Mission Impossible III.” The company will distribute another 350,000 cards promoting “The Omen” to those waiting in line for the “X-Men” film.

eMusic also is distributing a total of 6 million cards in Hollywood video stores.