The new ad sites combine a back-illuminated 96-sheet poster with a vertical arm.
The campaign - "Over 500 Entertainment Channels. Keep Discovering" – will promote the airline's new system of on-demand entertainment and in-flight SMS text message and email system.
Planned and bought by Emirates media agency MediaCom, the campaign will run for two weeks into October.
Vic Sheppard, vice president for Emirates in the UK & Ireland, said: "This new ground-breaking design of poster site has enabled us to effectively demonstrate the very extensive range of entertainment that our passengers can now enjoy when they fly with Emirates."