The deal gives advertisers a two-minute window to target Virgin Atlantic passengers before each of the 54 in-flight films and extends Pearl & Dean's cinema advertising business into a new area.
The venture comes ahead of a probable change of ownership for the cinema advertising business. Its parent Scottish Media Group put it up for sale last month and it is valued at around £15m.
According to Pearl & Dean, Virgin's passengers are in a relaxed environment, making them receptive to brand messages, with 70% of them under 45 years old.
Sky has already signed up as the first advertiser in a three-month contract agreed by its media agency MediaCom.
Pearl & Dean's business development director Howard Warren developed the partnership, which involves the sales house sharing revenue with the airline along with the in-flight entertainment system manager Spafax.
Lysette Gauna, head of media at Virgin Atlantic, said: "Everybody loves Pearl & Dean. It's an intrinsic and nostalgic part of going to see a movie and so we're delighted to have that bit of cinema magic around the movies we show."
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