The agency has won a wide-ranging retainer contract with the cinema group, following a three-way pitch. It is the first time in two-and-a-half years that the firm has used consumer PR support.
Hill & Knowlton will attempt to achieve coverage for the roll-out of 3D technology and other innovations, such as the streaming of live opera from New York.
The agency will be responsible for raising Cineworld's national profile with consumers, promoting key film releases and handling regional media around store openings.
'Our campaign is very focused on understanding consumers' entertainment consumption habits and the role cinema plays in their lives,' said agency director Ben Padfield.
Cineworld marketing and communications manager Luke Robinson said that Hill & Knowlton will work with scouts groups, sports clubs and local councils to make the cinemas more closely tied with the community.
Cineworld claims to be the second-largest group in the UK in terms of market share, behind Odeon. The cinema group has 74 stores across the UK and Ireland. In 2007 it listed on the London Stock Exchange.
Cineworld uses M: Communications for financial PR.