National CineMedia (NASDAQ:NCMI), a leading integrated media company reaching U.S. consumers in movie theaters, online and through mobile technology, has entered into a network affiliate agreement with Rave Cinemas, LLC for the presentation of cinema advertising and NCM Fathom entertainment and business events in theaters recently acquired from National Amusements.
Under the terms of the exclusive multi-year agreement, 33 Rave movie theaters with 475 screens in California, Connecticut, Iowa, Kentucky, Massachusetts, Michigan, New Jersey, Ohio, Pennsylvania and Virginia will join NCM’s network. These theaters have a presence in the top Designated Market Areas (DMAs) with an estimated annual attendance of over 18 million patrons. Rave will exclusively present NCM’s FirstLook pre-feature program in these theaters beginning in June 2011 upon the expiration of its existing cinema advertising agreement. In addition, select Rave theaters will immediately begin presenting NCM Fathom’s live and pre-recorded in-theater entertainment and corporate events.
“The addition of these recently acquired Rave theaters to the NCM Cinema Network represents an important expansion for us in key markets,” said Kurt Hall, NCM’s president and chief executive officer. “The inclusion of these high quality theaters further strengthens our national media network, creating a higher impact solution for marketers looking for integrated campaigns that capitalize on the magic of the movies, entertainment event sponsorships and online placement.”
Thomas W. Stephenson, president and CEO of Rave Motion Pictures, remarked, ”NCM’s network of theaters and advertising partners is far reaching and impressive. And as an early adopter and leader in alternative content programming, we enthusiastically welcome their compelling Fathom events to our screens.”
Rave represents the most recent expansion of the NCM Cinema Network – the largest digital in-theater video and satellite distribution network in North America. NCM currently has exclusive, long-term cinema advertising agreements in place with its founding member exhibitors, AMC Entertainment Inc., Cinemark Holdings Inc. and Regal Entertainment Group , as well as network affiliate pacts with theater circuits such as Carolina Cinemas, Cobb Theatres, Galaxy Theatres, LLC, Georgia Theatre Company, Goodrich Quality Theaters, Hollywood Theaters, Kerasotes ShowPlace Theatres, MJR Theatres, Picture Show Theatres, ShowBiz Cinemas, LLC, Starplex Cinemas, and Storyteller Theatres Corporation, among others.