E1 Entertainment will use niche marketing to promote its latest acquisition Knowing by providing the Sci Fi channel with a five figure sponsorship payment to run film ads during Sci Fi prime time slots.

Directed by Alex Proyas (I, Robot), Knowing, although an action-thriller, should attract Sci Fi viewers, because of its apocalypse-genre angle.

Brokered by Sky Media, the sponsorship will run up to March 25, the day of Knowing's national release.

The deal will provide viewers with extensive exposure to the film, including break bumpers and opener/closer credits, around primetime programming, such as the hit series Eli Stone and Medium, and films such as Edward Scissorhands and The Prophecy.

This is not the first time a film company has reached its film's potential audience through the niche channel. Sci Fi has already attracted sponsorship from Disney Pixar's Wall-E and Lionsgate Film's The Spirit, amongst other partners.

One reason for more targeted niche marketing is the financial climate according to Anthony Jarvis, Marketing and Commercial Manager (UK) for NBC Universal Global Networks.

'The sponsorship reflects the continued appeal of the Sci Fi channel in the tough economic climate,' said Jarvis.

A story about a professor (Cage) who stumbles on terrifying predictions about the future and then sets out to prevent them from coming true, the film also stars Rose Byrne, Chandler Canterbury and Lara Robinson.