Microsoft to sponsor London Film Festival

Microsoft has agreed a deal with the British Film Institute (BFI) for Windows 7 to become the main sponsor of the 54th London Film Festival.

The operating system joins financial services firm American Express in sponsoring the BFI's celebration of British filmmaking, which runs from October 13 to 28.

The deal forms part of Microsoft's ongoing initiative to showcase Britain as the 'creation nation' in both the arts and business.

Through its collaboration with the BFI, Microsoft aims to celebrate some of the best in British creativity, starting with a nationwide search for short films from budding filmmakers. The winning entry will be shown prior to the Windows 7 gala film premiere at the festival.

"The UK is and has always been a hotbed of amazing creative talent. From music, film and the arts, to fashion, sport and business, the British are a creative nation, something which Microsoft are proud to enable through Windows 7," said James McCarthy, Microsoft's Windows product marketing lead.

"Technology has a strong role to play in modern creative arts, for example the ability to record and edit short movies using free software such as Windows Live Movie Maker. Our goal is always to democratise creativity by giving as many people as possible easy access to simple tools to make new things possible."

BFI director Amanda Nevill added: "We are delighted to be working with Windows 7 in new and creative ways that capture the innovation, excitement and everyday place that film has in all our lives.

"Partnerships such as this are intrinsic to the future strength and reach of the BFI not only through their support of our festivals and regular events, but also through the bringing together of filmmakers - famous and emerging, global and local, with their audiences to inspire understanding and enjoyment."