NCM Media Networks and Beijing China Times Media Advertising Co. have entered into an advertising cooperation and fee agreement to help international brands reach movie audiences in the United States and China. As part of the new agreement, the two cinema advertising leaders will now work together to offer marketers in each country the opportunity to reach moviegoers in their respective countries.
For American advertisers and their agencies looking to reach consumers in the second-largest movie market in the world, NCM can now offer access to cinema advertising inventory through the China Times Cinema Network, which includes over 200 Wanda Cinemas and other leading movie theater circuit affiliates across China.
The Wanda Cinema Line is the top-ranked cinema circuit in Asia, with 116 five-star cineplexes and 985 movie screens, of which 69 are IMAX screens. In addition to exclusive resources of Wanda Cinema Line, the China Times Cinema Network also includes 96 other influential theaters and more than 600 screens nationwide, with an annual audience of over 60 million moviegoers. China Times’ cinema advertising network growth rate leads the industry with a 25 percent increase in the number of theaters and a 40 percent increase in audience impressions year-to-year. In June 2013, China Times obtained the IMAX screen advertising rights, making it the one and only agency with this exclusive right in China. Based on these industry-leading resources, the China Times Cinema Network could provide a competitive and attractive advertising option for global clients.
Likewise, for Chinese advertisers that are interested in reaching U.S. audiences, China Times can now help them to bring their brands to the big screen in America across National CineMedia’s NCM Media Networks, the top national cinema network reaching moviegoers on-screen, on-site, online and on the go. NCM operates the largest digital in-theater network in North America, which allows for the targeted distribution of cinema advertising and entertainment events within its network of AMC Entertainment, Cinemark Holdings, Regal Entertainment Group and other top affiliate movie theaters nationwide.
“Many of our national advertising clients are international brands, so this is a unique opportunity for us to be able to help them or their media agency reach the same highly engaged, enthusiastic movie audiences in China that they do here in the U.S.,” said Cliff Marks, president of sales and marketing with NCM Media Networks. “This new arrangement also creates a conduit for Chinese companies that would like to reach American moviegoers through our NCM network.”
“This new cooperative relationship will help our Chinese national enterprises by allowing us to offer them an indispensable way to build their international brand images and promote their trans-national marketing strategies,” said Lyu Ping Bo, chief editor of China Times. “For China Times, it also represents a true service value as we become the bridge for our advertising clients to enter the U.S. Market.”
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