IFC doesn’t put advertising in the middle of the movies it shows, but it has an ever-expanding way of working with sponsors.

This week, IFC announced that several marketers have signed on as exclusive sponsors for the IFC Free Film Tour, the cable network’s first traveling independent film tour. The sponsors are Tourism Australia, Scion, Entertainment Weekly, eMusic and Focus Features.

The tour, a state-of-the-art multimedia festival, shows uncut indie films such as “Raising Arizona,” “The Princess Bride” and “Napoleon Dynamite” to the public at no cost. Films are shown on a 40-foot-by-20-foot inflatable screen constructed specially for IFC. It’s scheduled to make stops in Atlanta, Miami, Memphis, Denver, San Francisco, Seattle, Detroit, Boston and Washington.

At each stop, sponsors get prominent on-site signage and are included in pre-show promotion as well as on-air promos on IFC.

“We are creating a unique opportunity for our sponsors to reach consumers through innovative and nontraditional avenues,” said Evan Shapiro, executive VP and general manager for IFC. “Each of these brands offers an exciting new element to the tour and helps us achieve our mission of bringing great, uncut, independent films out of the theater and under the stars for film fans of all ages.”

Each sponsor got a specific package designed to fit the product and the sponsor’s marketing objective.

Tourism Australia, for example, is the exclusive destination-travel partner of the IFC Film Tour. There will be a Tourism Australia Tent at each site and a 30-second spot for Tourism Australia will run before each film. Tourism Australia also will be integrated into promo spots airing in Comcast markets and IFC will develop grassroots and viral marketing opportunities.

Scion is the exclusive sponsor of the on-site Media Lab Lounge and the official online sponsor of the IFC Free Film Fest. Scion also gets an on-site presence via a spot to be screened before featured films at each venue.

For Entertainment Weekly, IFC will produce a trivia interstitial that will run in the pre-show entertainment in each market on the tour, and banners with the EW logo will be on-site at each stop. EW also will get integrated promotional spots running on IFC and will be included in spots running in Comcast markets.

At all tour sites, IFC will distribute branded cards for eMusic that are good for 25 free songs at eMusic.com. On-site staff will be wearing eMusic T-shirts while they hand out the cards before the feature films begin. IFC will run eMusic integrated tour promo spots and eMusic will provide music for use during the festival.

A trailer for Focus Features’ current release “Talk to Me,” starring Don Cheadle, will run before the show in the first four tour markets.

The IFC Free Film Fest is produced by IFC and the Michael Alan Group.

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