NCM Media Networks Shows Why Bigger Is Better At Cinema Upfront Event
The No. 1 Weekend Network is "The Bigger Picture" in Advertising, Taking Brands Beyond the Big Screen to Reach Movie Audiences On-Site, Online and On Mobile Devices in New Deals with Twitter, Foursquare and Entertainment Weekly
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 ends 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 going forward.
NCM also announced new deals with industry leaders Twitter 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 — 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 local clients.
"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 mobile devices."
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, 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. 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. The NCM 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. (NYS: CNK) , Regal Entertainment Group (NYS: 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. (NAS: NCMI) owns a 46.9% interest in and is the managing member of National CineMedia LLC. For more information, visit www.ncm.com. (NCMI-A)
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: 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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