Celebrity Cruises may soon be sailing to a film festival near you.

Pleased with a first-time activation at the Sonoma International Film Festival, the premium cruise line has signed a new partnership with the Newport Beach Film Festival and is vetting ties to additional film fests.

Celebrity is using the ties to promote A Taste of Film, an onboard experience where guests are treated to a “multi-sensory journey as they enjoy a specific cultural, culinary or destination-based film while dining on cuisine that brings the movie’s scenes to life through guests’ taste buds.”

The cruise line hosts the experience on a new rooftop terrace aboard its ships.

“A Taste of Film activates all senses to create a fully immersive and transportive experience,” said Scott Clifton, Celebrity Cruises director of sales, western region. “We launched with The Hundred-Foot Journey because it emphasizes—through both story and visuals—the power of food to bring people together, and to evoke memories.”

Celebrity launched A Taste of Film in December on roughly half its 13 ships. The cruise line plans to roll out the program on additional ships after they enter dry dock in October.

Celebrity used its sponsorship of the Sonoma International Film Festival to give attendees a “taste of film” on land. The cruise line leveraged the March 29-April 3 festival by treating viewers of the Celebrity-sponsored film Cooking Up A Tribute to a glass of JCB by Jean-Charles Boisset’s French sparkling No. 69 Cremant de Bourgogne and a four-course Spanish meal curated by chef Gary Penir to bring the aromas and flavors featured onscreen to life.

The partnership afforded naming rights to Celebrity Cruises at Vintage House, an on-site venue with a commercial kitchen.

“We are continually creating new assets for our partners, as well as activation opportunities. With Celebrity Cruises, we were able to create a venue naming rights opportunity where their Taste of Film pop-up activation sold out both screenings and filmgoers were surprised and delighted,” said Beth Schnitzer, president of Spritz Marketing, SIFF’s official marketing and creative agency.

Celebrity may expand the program to other film festivals, including both new festivals as well as those it currently sponsors. Current ties include the Frameline LGBT film festival in San Francisco and The Palm Springs Gay & Lesbian Film Festival.

“We’re interested in working with them in some regard, either taking existing sponsorships to the next level or negotiating new sponsorships.”

Food and wine festivals represent Celebrity’s second sponsorship pillar. Celebrity holds 39 Wine Spectator Awards—more than any other cruise line in the world.

“Food and wine are two hallmarks of our brand,” said Clifton.

Ties include the Aspen Food & Wine Classic, Flavor! Napa, Newport Beach Wine & Food Festival, Seattle Wine & Food Experience and Taste of Sonoma.

Royal Caribbean Cruises Ltd. owns Celebrity Cruises.