The £1m push, funded by the Rugby Football Foundation and National Sports Federation and called 'Go play rugby', aims to tempt former players back to the game.
Odeons in 20 locations including Liverpool, Bath and London will show all the games involving England, Ireland, Scotland, Wales, Australia, New Zealand and South Africa, as well as the knock-out stages.
Rugby players are also being targeted through cinema ads, to be shown at screenings of The Bourne Ultimatum, as well as grass-roots activity. The work is intended to remind former players what they are missing.
Carlton Screen Advertising helped seal the deal, while Cheltenham brand shop Dair created the cinema work.
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