• by Fern Siegel , February 16, 2010

New York is often an unofficial character in many Oscar-winning movies -- "Annie Hall," "The Godfather," "The French Connection." So it's fitting that the city, in alliance with the Academy of Motion Pictures Arts and Sciences, would capitalize on its screen fame.

To promote the Oscars, NYC & Co., the official marketing arm of the city, will -- for the first time -- create an extensive campaign to blanket the Big Apple with movie memorabilia, marathons and music the week of March 1, leading up to the Academy Awards on March 7. Brand sponsors will shortly be announced.

The media effort for "Oscar Night and the City" kicks off Feb. 22 through March 7. It includes outdoor media at bus shelters, street banners, newsstands, phone kiosks and taxi cab ads that highlight classic movie lines. Some of the most memorable include: "Fasten your seatbelts. It's going to be a bumpy night." from "All About Eve" and "You talkin' to me? You talkin' to me?" from "Taxi Driver."

Plus, ads in TimeOutNY and social media on Facebook and Twitter will pitch the "Oscar Night" campaign.

"New York City stories have contributed greatly to the Oscars over the years, and many filmmakers reside here," says Karen Sortito, senior vice president, entertainment, NYC & Company. The scheduled events -- screenings and gallery exhibits -- "will allow New Yorkers to participate in one of the most stylish, red-carpet events of the year."

For example, The Film Society of Lincoln Center will run an Oscar-winning movie marathon March 5-7, screening, among others, "West Side Story" and "Raging Bull." Starting March 1, posters from winning movies will be on display at the Posteritati Gallery in SoHo.

On Oscar night, a posh cocktail party will be held at Alice Tully Hall, Lincoln Center, at which guests will enjoy the awards in an upscale setting similar to the Chandler Pavilion in Los Angeles. Julliard students will perform from the soundtracks of Oscar-winning films. Ticket information is available at www.nycgo.com/oscarnight.