In an exclusive 12-month deal with WPP's Group M, pearlanddean.com will feature rolling video ads within the cinema screen in the centre of the home page.
The new service will exclusively showcase Group M client cinema creative. The initial three-minute reel, which launched this week, includes the brands Land Rover, Sony, EDF Films and Muller.
Advertisements will run in cinemas nationwide concurrently with those on the site.
Pearl & Dean sales director Mike Hope-Milner said: "Group M responded proactively in our discussions with agencies and was able to ensure it could fill the space for the 12-month contract."
The site currently features movie news, polls, a listings service, a DVD rental service and a shop where users can buy movie memorabilia.
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