This is the first significant shift since the arrival at GNM in April of content sales and marketing director Chris Lawson, previously brand director at Absolute Radio.
Print, radio and digital activity, by Wieden & Kennedy, will run from this Thursday until 22 October. Radio ads will be voiced by film critic Mark Kermode. An audio visual feature on the Guardian website will challenge listeners to name as many films as they can in 60 seconds.
The theme will continue in print, with The Guardian giving away a copy of Airplane! DVD and The Observer giving away a copy of Mulholland Drive. The Guardian will also list the UK film's 10 most-powerful people.
Lawson told Marketing that subsequent campaigns are likely to focus on areas where he believes The Guardian is strong, in particular arts and culture.
Last year, GNM's marketing activity focused on the re-launch of The Observer, as well as one-off campaigns, DVD promotions and supplements.