The campaign, developed to specifically target 16-38-year-olds, will run initially on more than 350 Pearl & Dean screens throughout East England, the South West and Meridian regions for eight weeks, with other regions to follow.
Films that will feature the campaign in its trails include The Good Shepherd, starring Angelina Jolie and Matt Damon, and Rowan Atkinson's Mr Bean's Holiday.
The deal, negotiated by MediaCom Scotland, will also include in-foyer direct response activity including Subway promotions on selected cinema tickets.
Alex Cacouris, UK and Ireland marketing manager for Subway, said cinema was a "powerful way" for it to reach its core audience of young people.
Pearl & Dean, the second biggest player in the market after Carlton Screen Advertising, is owned by SMG, but is currently up for sale.
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