National CineMedia

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National CineMedia, Inc.
Type Public
Industry Motion Picture Exhibition
Founded 2002, Centennial, Colorado
Headquarters Centennial, Colorado, United States
Key people Kurt C. Hall, Chairman, CEO, President

National CineMedia (NCM) operates NCM Media Networks, an integrated media company reaching U.S. consumers in movie theaters, online and through mobile technology. The NCM Cinema Network and NCM Fathom present cinema advertising and events across the United States' largest digital in-theater network, consisting of theaters owned by AMC Entertainment Inc., Cinemark Holdings, Inc., Regal Entertainment Group and other leading regional theater circuits.

NCM is listed on the NASDAQ stock exchange as National CineMedia, Inc. (NASDAQ: NCMI).

The company is perhaps best known to the general public for its advertising preshow, FirstLook. The FirstLook and other cinema and lobby advertising products are sold through NCM's In-Theater Advertising division. NCM Fathom offers alternative entertainment events in movie theaters. NCM's Online & Mobile Networks reach audiences before and after they go to the movie theater.

First Look[edit]

First Look is the branding given to NCM's pre-feature programming. First Look consists of pre-show advertising and entertainment,[1] provided by content partners such as ABC Networks, A&E Television Networks, CBS Entertainment, Hasbro, Microsoft, Sony Pictures Entertainment and Turner Broadcasting System interspersed with advertising. The program is approximately 20 minutes, and is timed to end approximately at the movie's start time. It is delivered via satellite, and several different versions are provided depending on the movie's MPAA rating.

If a 3D movie is showing, a special "FirstLook 3D" is shown after the original version. This consists of 3D advertisements.

If a G or PG movie is showing, a children's version of FirstLook, named "FirstLook Play", is shown in lieu of the original version. This usually is for movies directed at children with those ratings, though some PG movies may still have the regular FirstLook programming.

First Look is the successor to Regal's The 2wenty preshow, introduced to that chain in 2003. First Look carries largely that same format, the main difference being that while 2wenty was Regal-exclusive, First Look is fed to founding members circuits AMC, Cinemark, and Regal, as well as many NCM affiliate circuits such as Goodrich Quality Theaters, Hollywood Theaters, and Kerasotes.

NCM Fathom[edit]

NCM Fathom, a division of National CineMedia, offers alternative entertainment events in movie theaters, such as:

Past entertainment events have included:

NCM Online & Mobile Networks[edit]

The NCM Online & Mobile Networks offers 360-degree integrated marketing programs in combination with cinema, encompassing over 37 entertainment-related web sites and over 100 mobile applications. is a consumer based initiative by National CineMedia, targeting movie going audiences with new movie content, trailers, movie showtimes and extended information.


  1. ^ Media Daily News. Sass Erik. October 6th 2010. Retrieved 27th October 2010.

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