National CineMedia has strengthened its network with the addition of five new affiliate partners, adding 71 new theaters, 533 screens and approximately 20 million attendees to its national theater network, enabling it to better compete in the broader premium video marketplace. The newest theatres in the NCM network include: Bow Tie Cinemas, Cinergy Entertainment Group, Main Street Theatres, Megaplex Theatres, and MJR Digital Cinemas.
As announced last week, NCM and AMC reached an agreement that enables AMC to comply with the Department of Justice’s Final Order on its acquisition of Carmike Cinemas while reaffirming the companies’ commitment to their continued partnership. The DOJ Final Order required AMC to transfer cinema advertising rights to 17 theaters from NCM to another cinema advertising provider. It also required the sale of additional theaters (many of which were previously Carmike theaters), which may be sold to any exhibitor including those that are currently part of the NCM advertising network. However, as per AMC’s long-term exhibitor services agreement running through 2037, NCM will continue to automatically welcome any new or acquired theaters of the now larger AMC chain into its network in the future.
“While the recent outcome of the DOJ Final Order regarding AMC’s acquisition of Carmike resulted in the transfer of 17 theaters with 9.5 million attendees from NCM to another cinema advertising provider,” said Cliff Marks, president of NCM. “We have already more than made up for it with new affiliate partnership agreements with top theater circuits including Bow Tie Cinemas, Cinergy Entertainment and Main Street Theatres resulting in the movement of 54 theaters and 10 million attendees to NCM, as well as an additional 17 theaters and 10 million new attendees joining us from Megaplex Theatres, a major exhibitor which had previously sold their own National advertising in-house. That’s a total of 20 million new attendees joining the NCM network to date in 2017, which is great news for brands that want to reach these highly engaged and enthusiastic moviegoers,” “This expanded national reach and depth of coverage in key markets like New York, Dallas, Detroit, Omaha and Salt Lake City is just another example of why NCM truly is America’s Movie Network.”
NCM’s accelerated network growth was led by its new Affiliate Partnerships team. Stacie Tursi, senior vice president, affiliate partnerships, noted that, “My team was formed to not only seek out and develop new affiliate partner relationships, but to also strengthen our existing relationships and enhance business collaboration. Our relationships with our exhibitors are a key focus of our business and are fundamental to continuing to grow the number of impressions we have available to sell to advertisers to better compete in the premium video marketplace. It’s great to see exhibitor partners like these who had previously worked with another network or who may have been handling advertising sales in-house recognize the value of becoming part of the number one Millennial network in the U.S., and I’m proud to welcome them aboard.”
“We are looking forward to a successful and productive partnership with NCM,” stated Ben Moss, CEO of Bow Tie Cinemas. “With our diverse collection of theaters our consumer reach and advertising capabilities will be further enhanced by joining NCM’s robust network.”
“We are so excited for a successful and dynamic partnership with NCM, we feel that our unique movie-going experience and advertising capabilities will be further enriched by joining NCM’s robust network,” said Traci Hoey, director of marketing and sales with Cinergy Entertainment.”
“National CineMedia is the premium pre-show experience our customers demand and joining forces was a natural fit for our family company,” said William J. Barstow, owner of Main Street Theatres.
“Megaplex Theatres is excited to join with NCM to better serve our guests with quality national media messaging,” said Blake Andersen, president of Megaplex Theatres. “We recognize there are unique national opportunities through NCM that reach beyond our regular business model that will ultimately benefit our loyal Megaplex audience.”
“MJR is looking forward to a mutually beneficial and rewarding relationship with NCM. We especially are happy to now be a part of and have full access to the FirstLook pre-show,” said Mike Mihalich, CEO & founder of MJR Digital Cinemas.
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