National CineMedia today announced that it has entered into a new long-term network affiliate transaction agreement with Regal Cinemas.
“The agreement we announced today strengthens and deepens NCM’s 20-year relationship with Regal Cinemas well into the future and reaffirms our position as the market leader and premier company in cinema advertising,” said Tom Lesinski, CEO of NCM. “With the largest share of the young, diverse, and sought-after movie audience, NCM will deliver our impactful advertising solutions to brands across thousands of Regal Cinema screens in the United States.”
Through the agreement, NCM acquires the exclusive right to provide on-screen advertisements at Regal Cinemas’ more than 6,000 screens and 450 theatres. NCM will run its industry leading Noovie show, featuring hundreds of national, regional, and local advertisers, as well as the high impact Platinum ad unit within the trailers, on Regal Cinemas’ screens across the United States. NCM delivers one of the most diverse, affluent audiences for brands across the only three national cinema chains in the United States.
The new ten-year agreement will replace the previous exhibitor service agreement with Regal Cinemas. The agreement is subject to approval by the United States Bankruptcy Court for the Southern District of Texas, which is expected to occur on or before June 30. This agreement represents a major milestone in the NCM’s restructuring and culminates its successful mediation with Regal Cinemas, the company said.
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