|[May 14, 2014]
NCM Media Networks Unveils New FirstLook Show, Makes It Easier Than Ever to Include Cinema Advertising in Upfront Buys
NEW YORK --(Business Wire)--
NCM Media Networks, America's #1 weekend network and the largest cinema
network reaching moviegoers on-screen, on-site, online and on mobile
devices, presented its third annual The Bigger Picture cinema
upfront event in New York City today, unveiling a variety of new ways
for advertisers to easily make the big screen's superior content, reach
and engagement part of an upfront video strategy.
Hosted by comedian and impressionist Frank
Caliendo, NCM's upfront event at the AMC Lincoln Square movie
theater introduced media buyers, planners and brand clients to the new FirstLook
pre-show with Shazam (News - Alert) interactivity, digital, and social extensions; as
well as new NCM-exclusive cinema advertising options including marketing
partnerships with Maker Studios, Ideas United and The GRAMMY Awards®.
"Advertisers are now living and operating in a video everywhere
marketplace where consumers have more control over how and when they
watch programming and if they watch ads," said Cliff Marks, president of
sales and marketing with NCM Media Networks. "We hold our event during
TV upfront week because we believe that is our rightful place as one of
America's highest rated video networks. It is a great opportunity for us
to showcase our world-class content on our big screens and share the
exciting new marketing partnership opportunities that we will bring to
brands in the upcoming year."
Mr. Marks continued, "NCM's average unduplicated weekly audience
represents a Nielsen rating of 7.4 in adults 18 to 49 - that's massive
when you compare it to the average of 1.6 for a broadcast program or 0.9
for the top 20 cable networks in primetime. It puts our weekly FirstLook
pre-show squarely in the top 10 primetime shows every week throughout
the year. And if you look at our biggest movie weeks, NCM's FirstLook
delivers ratings as big as the biggest live events on TV, with no DVR."
Marks concluded, "Our new 2014-15 upfront pricing strategy reflects
NCM's repositioning to compete in the TV primetime and live event
marketplace. Just like TV, NCM will be offering Nielsen Post Buy
Analysis and demo guarantees to our upfront advertisers beginning in Q4
2014, making it easier than ever to include cinema as part of a
video-agnostic upfront buy."
NCM also introduced the concept of industry's first Cinema Audience (News - Alert)
Targeting Optimizer (CATO) system, expected to launch in 2015, along
with the integration
of the Screenvision theaters into the NCM network. Initially offered
as a test to a limited number of select upfront partners, CATO will give
brands the ability to create more effective media plans based on film
genres that will maximize consumer targetability and minimize waste.
New FirstLook Pre-Show with Shazam Interactivity, Digital and
NCM gave their upfront event audience a first look at its new FirstLook
pre-show program, which is launching this weekend on approximately
20,000 movie screens nationwide. The new updated look and feel of the
show was specially designed to provide advertisers with more organic
ways to integrate a brand into the show itself. The innovative new
flexible crystal graphics create individual "stages" to showcase brand
content within its own FirstLook show environment - putting it
center stage on the big screen.
The new�FirstLook�show will also be Shazamable, giving
advertisers a way to literally put a brand in the hands of moviegoers
using mobile devices.�Shazam
is one of the world's most popular apps that connects people to the
world around them through their mobile device, and is now working with
NCM exclusively as its U.S. cinema partner. This partnership will give
its 120+ million users in the U.S. the fastest, easiest way to engage
with the cinema pre-show experience. When a moviegoer Shazams content in
NCM's�FirstLook, they will be able to identify, explore,
purchase and share that content.
"We know that moviegoers love their smartphones so much so that 85% use
them before they plan a movie night out to check show times, watch a
trailer, or buy a ticket," said Dave Kupiec, executive vice president of
sales and marketing with NCM Media Networks. "We've grown our NCM
Digital online and mobile networks to connect the dots with moviegoers,
and now we can give our audiences a true connected-screen experience
with Shazam, and even let them extend their movie experience after they
leave the theater. We chose Shazam to power FirstLook's�interactivity
because it delivers a beautiful and entertaining mobile experience in a
magical and effortless way, and reaches more users than nearly every
other mobile app."
As part of the new FirstLook rollout, NCM is launching digital
and social extensions of the show beyond the big screen:
FirstLook5, a "snackable" 5-minute digital video
version of FirstLook with over 2 million views a week, will
also be updated with the new FirstLook design, delivering the
best behind-the-scenes entertainment content right to moviegoers'
computers, tablets and smartphones.
To extend the movie experience beyond the theater environment, NCM
introduced FirstLookYou!, a new user-generated
social video platform that captures the authentic reactions of movie
fans to the latest films. Using special FirstLookYou! booths in
select theater lobbies, moviegoers will be able to give their own
personal 20-second video review of the movie they've just seen, and
then share across Facebook (News - Alert), Twitter and YouTube.
"If you think about it, movies are the 'original social media' - not
just the moviegoing experience itself, but the 'water cooler' effect
that lasts long after the credits have rolled," noted Steve Ochs, NCM's
senior vice president of marketing. "Today, especially for the coveted
millennials demographic, being 'in the know' about the latest movies is
a critical form of social currency. In fact, to the surprise of many who
view the millennial generation as primarily digital cord-cutters, over
50% of NCM's audience is millennial - they're going to the movies more
NCM also announced several entertainment marketing partnerships that
offer new ways for advertisers to create their own unique branded
content to reach this coveted movie audience:
Maker Studios - Entertainment is changing, and the millennial
audience is living a mobile, social, on-demand life. Maker
Studios, a next-generation media and technology company, is the
world's leading producer and distributor of online content to this
diverse, tech-savvy group, and NCM has entered into an exclusive
relationship with Maker to bring its top digital stars and premium
programming to movie theaters.
United�creates unforgettable content, promotions and events for
premier brands around the globe, and NCM has partnered with them to
help advertisers tap emerging filmmakers to produce creative and
engaging branded entertainment content for the big screen.
The GRAMMY Awards® - Music is an integral part of the movies,
and NCM and the GRAMMY
Awards, the preeminent peer-recognized award for musical
excellence and the most credible brand in music, are now working
together to give unprecedented access to the music and artists who
inspire the movies.
A Record Year at the Movies
NCM enters the 2014-15 upfront season building on two record years of
audience growth, as the movies continue to deliver Hollywood's best
content in a unique environment that eliminates the fragmentation
inherent in other media. Experts are calling 2015 the perfect storm, and
Matt Bean, editor of Entertainment
Weekly, gave NCM's upfront audience an exclusive look at
the potential blockbusters coming to a theater near you.
"Within this Upfront window, starting in Q4 this year through next
summer, we are anticipating the biggest slate of movies to ever be
released in such tight windows," noted Bean. "It will no doubt be an
incredible year at the movies!"
Cliff Marks concluded, "The industry should think of cinema and NCM
Media Networks as the most premium video available - with the biggest
screen, captive audience, national reach, blockbuster entertainment
programming, and no way to skip the ads. You can now buy us like TV, but
our unique theater environment makes us bigger and better than any other
medium. We're here to make sure that brands see the bigger picture with
About National CineMedia (NCM)
National CineMedia (NCM) operates NCM Media Networks, the #1 weekend
network in America and the largest cinema advertising network reaching
moviegoers on-screen, on-site, online and on mobile devices. NCM offers
captivating entertainment content, national reach and unparalleled
audience engagement across its digital
in-theater network of over 19,800 screens (100% percent digital) in
over 1,500 theaters in 183 Designated Market Areas® (49 of the top 50).
During 2013, approximately 710 million moviegoers attended theaters that
exclusively present NCM's FirstLook pre-show program, including
AMC Entertainment Inc. (NYSE: AMC), Cinemark Holdings, Inc. (NYSE: CNK),
Regal Entertainment Group (NYSE: RGC), and 40 other leading regional
theater circuit affiliates. National CineMedia, Inc. (NASDAQ: NCMI) owns
a 45.8% interest in and is the managing member of National CineMedia
LLC. For more information, visit www.ncm.com.
Twitter (News - Alert): @NCMNews,
The Bigger Picture upfront event photos and other NCM Media Networks
artwork is available at https://www.ncm.com/art.
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