Profile: National CineMedia Inc (NCMI.O)
24 May 2019
National CineMedia, Inc. (NCM, Inc.), incorporated on October 5, 2006, is a holding company that manages its consolidated subsidiary National CineMedia, LLC (NCM LLC). The Company operates digital in-theater network in North America, allowing NCM LLC to sell advertising and certain third-party theater circuits under long-term network affiliate agreements. It is engaged in the sale of advertising to national, regional and local businesses in First Look, its cinema advertising and entertainment pre-show seen on movie screens across the United States It also sells advertising on its Lobby Entertainment Network (LEN), a series of screens located in movie theater lobbies, as well as other forms of advertising and promotions in theater lobbies.
The Company sells online and mobile advertising through its Cinema Accelerator digital product to reach entertainment audiences beyond the theater. In-theater advertising and entertainment content is distributed across NCM LLC's national theater network. Through the use of its digital content network (DCN) and Digital Content Software (DCS), it is able to schedule, deliver, play and reconcile advertising and entertainment content for FirstLook and the LEN on a national, regional, local, theater and auditorium level. The Company's on-screen FirstLook pre-show consists of national, regional and local advertising, as well as long-form entertainment and advertising content. FirstLook generally ranges in length from 20 to 30 minutes and ends at or about the advertised show time, when the movie trailers and feature film begin. It also has the capability to deliver three-dimensional (3-D) advertising campaigns within a 3-D version of the FirstLook pre-show program prior to 3-D feature films. It also sells 3-D advertising, which runs prior to select 3-D films. The FirstLook program also includes time slots for the founding members and network affiliates to advertise various activities associated with the operations of the theaters.
The Company's LEN is a network of video screens located throughout the lobbies of all digitally equipped founding members' theaters, as well as its network affiliate theaters. As of December 29, 2016, its LEN had 3,029 screens in 1,505 theaters in its network. The LEN screens are placed in high-traffic locations, such as concession stands, box offices and other waiting areas. It sells national and local advertising on the LEN individually or bundled with on-screen or other lobby promotions. It also sells a range of advertising and promotional products in theater lobbies. Cinema Accelerator identifies moviegoers through exclusive first party data sources, including geo-location services, beacons and transaction data for the moviegoers that enter the theaters in its network.
The Company sells Cinema Accelerator through a digital sales group that is embedded as part of its national and local sales organizations to enable collaborative, integrated selling. Advertising and entertainment content for the Company's FirstLook pre-show and LEN is uploaded from its Network Operations Center (NOC- and is then delivered through multicast technology to all theaters in its network and received by its theater management system. Digital advertisements are then distributed through multiple channels, including online and mobile banners, online and mobile pre-roll video and Facebook newsfeeds to reach moviegoers.
National CineMedia Inc
6300 S Syracuse Way Ste 300
CENTENNIAL CO 80111-6723