• by David Goetzl  @dgoetzl, July 12, 2007

General Mills is seeing stars - or at least one: Jack Nicholson.

In a deal announced by movie network AMC, the cereal maker will sponsor a month-long focus on the Oscar winner that includes his movies, as well as vignettes highlighting his career and personality.

The sponsorship of the "Hollywood Icon" programming covers July and will be used to promote the Honey Nut Cheerios brand and target the 25-to-54 demo. On-air links include sponsorship mentions on tune-in promos, plus commercials in the films and billboards.

Nicholson movies premiering on AMC with the "Icon" slug include "Batman," "Easy Rider" and "One Flew Over the Cuckoo's Nest." AMC is part of Rainbow networks.

August's "Icon" is Marilyn Monroe. She will be followed on the series by John Wayne and Kevin Costner.

"The "Hollywood Icon" signifies our approach to showcase our library more strategically, which is not only creating new opportunities for our advertisers but also clearly yielding results for the network," says Arlene Manos, president of Rainbow national network advertising sales.

Manos says the net wants to build a unique viewing experience by showcasing "the highest quality of movie programming and delivering it in a more thoughtful and engaging way."