NCM Media Networks Shows Why Bigger Is Better At Cinema Upfront Event

  NCM Media Networks Shows Why Bigger Is Better At Cinema Upfront Event

   The No. 1 Weekend Network is “The Bigger Picture” in Advertising, Taking
 Brands Beyond the Big Screen to Reach Movie Audiences On-Site, Online and On
Mobile Devices in New Deals with Twitter, Foursquare and Entertainment Weekly

Business Wire

NEW YORK -- May 15, 2013

NCM Media Networks, the top national cinema network reaching moviegoers
on-screen, on-site, online and on the go, showed brands “The Bigger Picture”
in advertising today at its second annual upfront presentation at New York
City’s AMC Loews Lincoln Square movie theater.

“The Bigger Picture in cinema has always been about content, scale and
engagement, but we’re now expanding it beyond the theater to include the world
of mobile and social — helping brands reach audiences at every step of the
movie-going process,” said Cliff Marks, president of sales and marketing with
NCM Media Networks. “Coming off of the biggest year ever at the box office,
NCM is a viable option for national TV and video upfront dollars, especially
considering the enormous weekend reach of the NCM network and the continued
fragmentation that is affecting both viewership and engagement in other
mediums.”

NCM is America’s No. 1 weekend network, consistently ranking higher in reach
than any other network on Fridays and Saturdays.* As the largest cinema
network in the U.S., NCM delivers national reach and scale that is comparable
to – and often bigger than – the biggest TV networks. In fact, NCM’s reach has
also grown year-over-year to make it a top 10 network, ranking on average as
the No. 8 network during key sweeps periods (up from No. 11).

Beginning with the big screen, NCM showcased the best Hollywood content from
the upcoming movie season, including a special guest appearance by filmmaker
Guillermo del Toro presenting never-before-seen footage and the new trailer
from his highly anticipated blockbuster “Warner Bros. Pictures and Legendary
Pictures Pacific Rim” sci-fi action adventure opening on July 12. NCM then
shined a spotlight on the many ways that brands can be a part of this movie
magic, from its FirstLook pre-show program to film tie-ins to exclusive
partnerships with the Academy Awards^®, the Golden Globe^® Awards and the
Tribeca Film Festival.

“Bigger really is better. Not only does our NCM network reach over 700 million
moviegoers a year, but the high level of engagement from our audience is
unique to the cinema medium. Our viewers made a decision to go to the movies —
they chose to come out with friends and family to watch our 40-foot screen and
be entertained,” Marks continued.

Because the social activity of “going to the movies” extends far beyond the
theater, NCM also unveiled new ways for brands to go beyond the big screen and
reach audiences before, during and after the movie. NCM has created the
largest online and mobile entertainment network in the marketplace, featuring
over 40 top entertainment-related websites and over 100 mobile applications
that “connect the dots” of the movie-going experience. Reaching over 50
million monthly uniques, NCM’s Online and Mobile Networks will now expand
FirstLook to digital video and second-screen mobile applications, including:

  *FirstLook5 — A new five-minute online and mobile video version of NCM’s
    FirstLook pre-show, FirstLook5 features world-class entertainment content
    along with advertising for a truly integrated original video platform.
  *FirstLook Sync App — NCM’s second-screen app will launch later this month
    as part of Regal Entertainment Group’s Regal App, the mobile platform of
    the largest and most geographically diverse theater circuit in the U.S.
    FirstLook Sync seamlessly interacts with NCM’s FirstLook pre-show through
    audio recognitiontechnology,designed to give movie audiences direct
    response capability and automatically remind them to be courteous and turn
    off their cell phone when FirstLook ends and the movie trailers begin. The
    new FirstLook Sync will also be available as a stand-alone app, and will
    be integrated into NCM’s Movie Night Out app and other NCM-affiliated
    movie theater circuit apps going forward.

NCM also announced new deals with industry leaders Twitter and Foursquare that
will allow advertisers to be a part of the social conversation surrounding
movies:

  *Twitter — Movies have been a favorite topic of conversation for over a
    century, so it should come as no surprise that there were hundreds of
    millions of tweets about movies in the past year alone. NCM is developing
    a weekly multi-platform series highlighting the latest trending movie
    topics, produced by NCM and powered by Twitter and its real-time data.
    This dynamic weekly series will be featured on-screen and on Twitter,
    giving movie audiences a chance to continue the conversation and influence
    upcoming episodes before and after the movies. Over the next few weeks,
    NCM and Twitter will be taking this concept to market to find a presenting
    sponsor.
  *Foursquare — Foursquare has more than 3.5 billion checks-ins since their
    founding, with movies being one of the most popular categories. NCM is
    working with Foursquare to offer people local content and offers that are
    relevant to their movie-going experience. The new NCM Foursquare
    advertising program will roll out through NCM’s regional sales team,
    bringing Foursquare's unique combination of check-ins, local search and
    consumer loyalty to NCM's regional and local clients.

“Going to the movies is one of America’s original and unique social
experiences, so it is only natural that conversations about movies continue in
social media,” Marks concluded. “By expanding our digital capabilities through
smart partnerships, NCM can now offer upfront buyers the full power of cinema
— on-screen, on-site, online and on mobile devices.”

Bringing it back to the big screen, NCM also announced a new deal with
Entertainment Weekly, one of the leading entertainment magazines and websites,
to help brands create custom sponsored content around Hollywood buzz. Editor
Jess Cagle will host new red carpet vignettes on-screen in NCM’s FirstLook
pre-show, bringing moviegoers the latest in movie and entertainment news from
Entertainment Weekly.

NCM’s upfront strategy, begun last year, has gained significant traction in
the marketplace. To date, in addition to upfront commitments from its
FirstLook content partners ABC Networks, A&E Television Networks, CBS
Entertainment, Hasbro, Microsoft, Sony Pictures Entertainment and Turner
Broadcasting System, NCM has booked upfront deals with clients in the Retail,
QSR, Insurance, Military, Home Video, and Import Auto categories.

About Foursquare

Foursquare is a free app that helps you and your friends make the most of
where you are. When you're out and about, use Foursquare to share and save the
places you visit. And, when you're looking for inspiration for what to do
next, we'll give you personalized recommendations and deals based on where
you, your friends, and people with your tastes have been. Whether you're
setting off on a trip around the world, coordinating a night out with friends,
or trying to pick out the best dish at your local restaurant, Foursquare is
the perfect companion. www.foursquare.com.

About Entertainment Weekly

Entertainment Weekly helps readers have fun. It is your all-access pass to
Hollywood's most creative minds and most fascinating stars. The print weekly
was introduced by Time Inc. in 1990 and is America's leading consumer magazine
in the entertainment category, with a guaranteed circulation rate base of
nearly 1.8 million and a combined audience of over 17 million loyal, engaged
fans. It is a winner of four National Magazine Awards (two for General
Excellence, one for Design and one for Special Interest) and was named one of
min's 25 Most Notable Magazine Launches of the Last 25 Years. Entertainment
Weekly is the first to know about the best (and worst) in entertainment, and
with sharp insight and a trusted voice, EW keeps readers plugged into pop
culture. This is where buzz begins. EW.com

About National CineMedia (NCM)

National CineMedia (NCM) operates NCM Media Networks, a leading integrated
media company reaching U.S. consumers in movie theaters, online and through
mobile technology. The NCM Cinema Network and NCM Fathom Events present cinema
advertising and events across the nation’s largest digital in-theater network,
comprised of theaters owned by AMC Entertainment Inc., Cinemark Holdings, Inc.
(NYSE: CNK), Regal Entertainment Group (NYSE: RGC) and other leading regional
theater circuits. NCM’s theater advertising network covers 183 Designated
Market Areas® (49 of the top 50) and includes approximately 19,300 screens
(over 18,400 digital). During 2012, approximately 710 million patrons attended
movies shown in theaters in which NCM currently has exclusive, cinema
advertising agreements in place. The NCM Fathom Events live digital broadcast
network (“DBN”) is comprised of over 740 locations in 172 Designated Market
Areas® (including all of the top 50). The NCM Interactive Network offers
360-degree integrated marketing opportunities in combination with cinema,
encompassing 41 entertainment-related websites, online widgets and mobile
applications. National CineMedia, Inc. (NASDAQ: NCMI) owns a 46.9% interest in
and is the managing member of National CineMedia LLC. For more information,
visit www.ncm.com. (NCMI-A)

ARTWORK and PHOTOS: For artwork and photos from NCM’s “The Bigger Picture”
2013 upfront event, go to http://www.ncm.com/art. (Photos will be uploaded
throughout the day.)

TWITTER HASHTAG: #NCMUpfront

*Source: Nielsen Monitor Plus, A18-49, Mon-Sa 8p-11p; Su 7p-11p, 60 min
qualifier, Nielsen Cinema Audience Reports Feb. 2012, May 2012; July 2012;
Nov. 2012.

Contact:

NCM Media Networks
Amy Jane Finnerty, 212-931-8117
amy.finnerty@ncm.com
or
Foursquare
Brendan Lewis
press@foursquare.com
or
Entertainment Weekly
Beth Jacobson, 212-522-7827
beth_jacobson@ew.com