Corus Entertainment is Daring viewers to reinvent themselves.

The media company is running the “You, Reinvented” movie event on its female-focused specialty channels, W and Viva, in partnership with Dare Simple Pleasures cookies.

For the next four Fridays, W and Viva will air films that “celebrate inspired living.” The movies include A View from the Top, Miss Congeniality, Sense and Sensibility and Flirting with 40.

The effort is built around the new Simple Pleasures cookie which now has calcium and is trans fat- and cholesterol-free.

Marilyn Orecchio, director of sales, women’s specialty service, for Corus Entertainment said Dare’s target consumer is closely aligned with its own.

“It was a natural fit between what they were trying to do with their brand message and our programming on the transformation theme,” she said. Five-second billboards, Dare brand spots and 10-second closed-captioning spots will run during each movie.

Corus also developed a 30-second spot for each network to drive tune-in. Launching today, the spots link Simple Pleasures’ brand message to the reinvention and transformation themes that are reflected in the programming, said Orecchio.

For instance, the promo airing on W uses images of the Simple Pleasure chocolate chip cookie with images of the movie’s stars.

“This is a Simple Pleasures cookie it has no cholesterol. That’s good for your heart,” says the female voiceover. “What else is good for your heart? Finding true love like in Sense and Sensibility.”

“What else is sensible? Simple Pleasures Cookie and Gwyneth Paltrow who plays a first class flight attendant,” she continues. “First class has lots of leg room and Sandra Bullock has great legs in Miss Congeniality.

“How’d they get so strong? Calcium like in Simple Pleasure cookies.”

The spot ends with a push for View from the Top starring Paltrow.

The effort also includes an online contest. Starting July 27, viewers are asked to share a personal story of reinvention at WNetwork.com or at MyViva.ca, for a chance at $4,000.

The winner can use the money to reinvent themselves, whether it’s with a life coach, a personal trainer, a nutritionist, even a financial planner, said Orecchio.

A winner will be drawn randomly after the contest wraps up Sept. 10. The contest sites go live later this week.