The ad features long-running BT characters Adam and Jane, acted by former ‘My Family’ star Kris Marshall and former ‘Queer as Folk’ actress Esther Hall, and extends their series of over 40 ads for the enduring campaign.

The characters do not speak but are just shown happily hugging outside their home at night as they watch shooting lights appear in the sky, while a voiceover says “BT is investing in the future of our internet by rolling out super fast fibre-optic broadband up and down the country”.

The spot, which was created by AMV BBDO with media planned and bought by Maxus, also ran against a selection of other films in DCM cinemas including ‘Wall Street: Money Never Sleeps‘ and ‘The Social Network‘, which took in £2.5m from 394 DCM screens in the UK.

‘Despicable Me‘, which follows Gru, a bumbling villain who plans to steal the moon until three orphan girls enter his life, took the top spot in the UK box office over the weekend with £3.6m in ticket sales.

The Cinema Advertising Association (CAA) announced this week that cinema admissions for September have risen by 3.9% for the same period last year.

Fleur Castell, CAA spokesperson, said: “2009 was the best year ever for cinema and this upward trend has continued in 2010. One of the major successes in cinema this year has been ‘Toy Story 3′, which is still in the UK Box Office Top 15 four months after its original release date, and is now the highest-grossing animated film of all time.”

The campaign will market BT’s Infinity fibre optic broadband offering and will run before films such as Eat, Pray, Love, featuring Julian Roberts, and Will Ferrell’s The Other Guys.

The telecoms company has worked with sales house Digital Cinema Media (DCM) and media agency Maxus to develop the campaign, which will target cinemas in specific postcodes.

The campaign, created by AMV.BBDO, launches on Friday (27 August) and will run alongside activity on TV and online

Jeremy Playle, DCM sales director, says: ‘Targeting specific postcodes is an excellent way for BT to determine the success of an ad campaign in the cinema and shows the flexibility of cinema as an advertising medium. We hope this is BT’s return to cinema long-term.’

The first campaign for Infinity broke in March this year and included a media wall at Oxford Circus tube station with exclusive use of all cross track posters on the Bakerloo line.