Studio will use platform to push 'Nick & Norah'

Sony Pictures has signed on as the first studio advertiser to promote its pics on MySpace Music.

The music service bows sometime over the next several weeks and is backed by Sony BMG, Universal Music Group and Warner Music Group, who will enable users to access songs from more than 5 million artists upon its launch.

Studio joins McDonald’s, State Farm and Toyota as the initial round of advertisers on the site.

Sony will use the platform to push its music-themed comedy “Nick & Norah’s Infinite Playlist,” which stars Michael Cera. It unspools Oct. 3.

As part of its promotion, studio will skin the playlists on profiles that appear on MySpace Music for a week with branding from the film. Ads for the pic will also appear throughout MySpace Music.

As part of its deal, McDonald’s will sponsor free music downloads and be integrated with the customized tools of the MySpace Personal Music Player.

Additionally, Toyota will offer free music on Tuesdays over the year. And State Farm will also be featured throughout the site.

MySpace Music is expected to reach 76 million users in the U.S. and 122 million worldwide, giving them the chance to download or stream music on their computers and mobile devices.

MySpace calls its music service the company’s “biggest initiative since we launched MySpace itself,” according to Jeff Berman, prexy of sales and marketing.

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