National CineMedia

National CineMedia
National CineMedia, Inc.
Type Public
Industry Motion Picture Exhibition
Founded 2002, Centennial, Colorado
Headquarters Centennial, Colorado, United States
Key people Kurt C. Hall, Chairman, CEO, President
Gary W. Ferrera CFO

National CineMedia (NCM) operates NCM Media Networks, an integrated media company reaching U.S. consumers in movie theaters, online and through mobile technology. The NCM Cinema Network and NCM Fathom present cinema advertising and events across the United States' largest digital in-theater network, consisting of theaters owned by AMC Entertainment Inc., Cinemark Holdings, Inc., Regal Entertainment Group and other leading regional theater circuits. NCM’s theater advertising network covers 170 Designated Market Areas (DMAs) (49 of the top 50) and includes approximately 17,300 screens (16,000 digital). During 2010, over 675 million patrons attended movies shown in theaters currently included in NCM’s network (including Consolidated Theatres, Rave Cinemas and R/C Theatres).

The NCM Fathom Events broadcast network comprises over 600 locations in 162 DMAs.

The NCM Interactive Network offers 360-degree integrated marketing opportunities in combination with cinema, encompassing 43 entertainment-related websites, online widgets and mobile applications.

National CineMedia, Inc. (NASDAQ: NCMI) owns a 48.5% interest in and is the managing member of National CineMedia LLC.

The company is perhaps best known to the general public for its advertising preshow, FirstLook. The FirstLook and other cinema and lobby advertising products are sold through NCM's In-Theater Advertising division. NCM Fathom offers consumer entertainment, business events and church meeting space at more than 1,400 cinemas across the United States.


First Look

First Look is the branding given to NCM's pre-feature programming. First Look consists of pre-show advertising and entertainment,[1] provided by content partners such as A&E Television Networks, NBC Universal, Sony Pictures Entertainment, Turner Broadcasting System, Walt Disney Motion Pictures and Warner Bros. interspersed with advertising. The program is approximately 20 minutes long, and is timed to end approximately at the movie's start time. It is delivered via satellite, and several different versions are provided depending on the movie's MPAA rating.

If a 3D movie is showing, a special "First Look 3D" is shown after the original version. This consists of 3D advertisements.

If a G or PG movie is showing, a children's version of FirstLook, named "FirstLook Play", is played in lieu of the original version. This usually is for movies directed at children with those ratings.

First Look is the successor to Regal's The 2wenty preshow, introduced to that chain in 2003. First Look carries largely that same format, the main difference being that while 2wenty was Regal-exclusive, First Look is fed to founding members circuits AMC, Cinemark, and Regal, as well as affiliate circuits such as Goodrich Quality Theaters, Hollywood Theaters, and Kerasotes.

NCM Fathom

NCM Fathom, a division of National CineMedia, offers consumer entertainment, business events and church meeting space at more than 1,400 cinemas across the United States.

The NCM Fathom Events broadcast network comprises approximately 600 locations in 170 DMAs (all of the top 50).

Past entertainment events have included,

Fathom: Business Events

Fathom Business Events allows companies like Microsoft, Bayer HealthCare, Aston Martin, and Mary Kay to showcase their live or pre-recorded content and message on the big screen to privately invited partners, clients and employees.

Fathom: Theater Church

Fathom’s theater church offering gives churches a place to meet in the community movie theater. Since 2001, Fathom has sold its services to more than 350 churches.[citation needed]

== NCM Interactive == The NCM Interactive Network offers 360-degree integrated marketing programs in combination with cinema, encompassing over 43 entertainment-related web sites, online widgets and mobile applications. is a consumer based initiative by National Cinemedia, targeting movie going audiences with new movie content, trailers, movie showtimes and extended information.


  1. ^ Media Daily News. Sass Erik. October 6th 2010. Retrieved 27th October 2010.

External links

Wikimedia Foundation. 2010.

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