|[May 15, 2013]
NCM Media Networks Shows Why Bigger Is Better At Cinema Upfront Event
NEW YORK --(Business Wire)--
NCM Media Networks, the top national cinema network reaching moviegoers
on-screen, on-site, online and on the go, showed brands "The Bigger
Picture" in advertising today at its second annual upfront presentation
at New York City's AMC Loews Lincoln Square movie theater.
"The Bigger Picture in cinema has always been about content, scale and
engagement, but we're now expanding it beyond the theater to include the
world of mobile and social - helping brands reach audiences at every
step of the movie-going process," said Cliff Marks, president of sales
and marketing with NCM Media Networks. "Coming off of the biggest year
ever at the box office, NCM is a viable option for national TV and video
upfront dollars, especially considering the enormous weekend reach of
the NCM network and the continued fragmentation that is affecting both
viewership and engagement in other mediums."
NCM is America's No. 1 weekend network, consistently ranking higher in
reach than any other network on Fridays and Saturdays.* As the largest
cinema network in the U.S., NCM delivers national reach and scale that
is comparable to - and often bigger than - the biggest TV networks. In
fact, NCM's reach has also grown year-over-year to make it a top 10
network, ranking on average as the No. 8 network during key sweeps
periods (up from No. 11).
Beginning with the big screen, NCM showcased the best Hollywood content
from the upcoming
movie season, including a special guest appearance by filmmaker
Guillermo del Toro presenting never-before-seen footage and the new
trailer from his highly anticipated blockbuster "Warner Bros. Pictures
and Legendary Pictures Pacific
Rim" sci-fi action adventure opening on July 12. NCM then shined a
spotlight on the many ways that brands can be a part of this movie
magic, from its FirstLook pre-show program to film tie-ins to
exclusive partnerships with the Academy Awards®, the Golden
Globe® Awards and the Tribeca Film Festival.
"Bigger really is better. Not only does our NCM network reach over 700
million moviegoers a year, but the high level of engagement from our
audience is unique to the cinema medium. Our viewers made a decision to go
to the movies - they chose to come out with friends and family to watch
our 40-foot screen and be entertained," Marks continued.
Because the social activity of "going to the movies" extends far beyond
the theater, NCM also unveiled new ways for brands to go beyond the big
screen and reach audiences before, during and after the movie. NCM has
created the largest online and mobile entertainment network in the
marketplace, featuring over 40 top entertainment-related websites and
over 100 mobile applications that "connect the dots" of the movie-going
experience. Reaching over 50 million monthly uniques, NCM's Online and
Mobile Networks will now expand FirstLook to digital video and
second-screen mobile applications, including:
FirstLook5 - A new five-minute online and mobile video
version of NCM's FirstLook pre-show, FirstLook5 features
world-class entertainment content along with advertising for a truly
integrated original video platform.
FirstLook Sync App - NCM's second-screen app will
launch later this month as part of Regal Entertainment Group's Regal
App, the mobile platform of the largest and most geographically
diverse theater circuit in the U.S. FirstLook Sync seamlessly
interacts with NCM's FirstLook pre-show through audio
recognition technology, designed to give movie audiences direct
response capability and automatically remind them to be courteous and
turn off their cell phone when FirstLook eds and the movie
trailers begin. The new FirstLook Sync will also be available
as a stand-alone app, and will be integrated into NCM's Movie
Night Out app and other NCM-affiliated movie theater circuit apps
NCM also announced new deals with industry leaders Twitter (News - Alert) and
Foursquare that will allow advertisers to be a part of the social
conversation surrounding movies:
Twitter - Movies have been a favorite topic of conversation for
over a century, so it should come as no surprise that there were
hundreds of millions of tweets about movies in the past year alone.
NCM is developing a weekly multi-platform series highlighting the
latest trending movie topics, produced by NCM and powered by Twitter
and its real-time data. This dynamic weekly series will be featured
on-screen and on Twitter, giving movie audiences a chance to continue
the conversation and influence upcoming episodes before and after the
movies. Over the next few weeks, NCM and Twitter will be taking this
concept to market to find a presenting sponsor.
Foursquare (News - Alert) - Foursquare has more than 3.5 billion checks-ins
since their founding, with movies being one of the most popular
categories. NCM is working with Foursquare to offer people local
content and offers that are relevant to their movie-going experience.
The new NCM Foursquare advertising program will roll out through NCM's
regional sales team, bringing Foursquare's unique combination of
check-ins, local search and consumer loyalty to NCM's regional and
"Going to the movies is one of America's original and unique social
experiences, so it is only natural that conversations about movies
continue in social media," Marks concluded. "By expanding our digital
capabilities through smart partnerships, NCM can now offer upfront
buyers the full power of cinema - on-screen, on-site, online and on
Bringing it back to the big screen, NCM also announced a new deal with Entertainment
Weekly, one of the leading entertainment magazines and websites,
to help brands create custom sponsored content around Hollywood buzz.
Editor Jess Cagle will host new red carpet vignettes on-screen in NCM's FirstLook
pre-show, bringing moviegoers the latest in movie and entertainment news
from Entertainment Weekly.
NCM's upfront strategy, begun last year, has gained significant traction
in the marketplace. To date, in addition to upfront commitments from its FirstLook
content partners ABC Networks, A&E Television Networks, CBS
Entertainment, Hasbro, Microsoft (News - Alert), Sony Pictures Entertainment and Turner
Broadcasting System, NCM has booked upfront deals with clients in the
Retail, QSR, Insurance, Military, Home Video, and Import Auto categories.
Foursquare is a free app that helps you and your friends make the most
of where you are. When you're out and about, use Foursquare to share and
save the places you visit. And, when you're looking for inspiration for
what to do next, we'll give you personalized recommendations and deals
based on where you, your friends, and people with your tastes have been.
Whether you're setting off on a trip around the world, coordinating a
night out with friends, or trying to pick out the best dish at your
local restaurant, Foursquare is the perfect companion. www.foursquare.com.
About Entertainment Weekly
Entertainment Weekly helps readers have fun. It is your
all-access pass to Hollywood's most creative minds and most fascinating
stars. The print weekly was introduced by Time Inc. (News - Alert) in 1990 and is
America's leading consumer magazine in the entertainment category, with
a guaranteed circulation rate base of nearly 1.8 million and a combined
audience of over 17 million loyal, engaged fans. It is a winner of four
National Magazine Awards (two for General Excellence, one for Design and
one for Special Interest) and was named one of min's 25 Most
Notable Magazine Launches of the Last 25 Years. Entertainment Weekly
is the first to know about the best (and worst) in entertainment, and
with sharp insight and a trusted voice, EW keeps readers plugged into
pop culture. This is where buzz begins. EW.com
About National CineMedia (NCM)
National CineMedia (NCM)
operates NCM Media Networks, a leading integrated media company reaching
U.S. consumers in movie theaters, online and through mobile technology.
Cinema Network and NCM
Fathom Events present cinema advertising and events across the
nation's largest digital
in-theater network, comprised of theaters owned by AMC Entertainment
Inc., Cinemark Holdings, Inc. (NYSE: CNK), Regal Entertainment Group
(NYSE: RGC) and other leading regional theater circuits. NCM's theater
advertising network covers 183 Designated Market Areas® (49 of the top
50) and includes approximately 19,300 screens (over 18,400 digital).
During 2012, approximately 710 million patrons attended movies shown in
theaters in which NCM currently has exclusive, cinema advertising
agreements in place. The NCM
Fathom Events live digital broadcast network ("DBN") is comprised of
over 740 locations in 172 Designated Market Areas® (including all of the
top 50). The NCM
Interactive Network offers 360-degree integrated marketing
opportunities in combination with cinema, encompassing 41
entertainment-related websites, online widgets and mobile applications.
National CineMedia, Inc. (NASDAQ: NCMI) owns a 46.9% interest in and is
the managing member of National CineMedia LLC. For more information,
ARTWORK and PHOTOS: For artwork and photos from NCM's "The Bigger
Picture" 2013 upfront event, go to http://www.ncm.com/art.
(Photos will be uploaded throughout the day.)
TWITTER HASHTAG: #NCMUpfront
*Source (News - Alert): Nielsen Monitor Plus, A18-49, Mon-Sa 8p-11p; Su 7p-11p, 60 min
qualifier, Nielsen Cinema Audience Reports Feb. 2012, May 2012; July
2012; Nov. 2012.
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