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 Metropolitan Theatres Corporation for the presentation of cinema advertising and NCM Fathom entertainment events.
The exclusive multi-year agreement covers 17 Metropolitan movie theaters with 77 screens in California, Colorado, Idaho and Utah, with select screens exclusively presenting NCM’s FirstLook digital pre-feature program and NCM Fathom’s live and pre-recorded in-theater events beginning in the second quarter of 2010.
“The addition of Metropolitan Theatres further expands the reach of our digital intheater network into several new communities, allowing for a more effective media platform for our advertising and Fathom clients and entertainment programming partners,” said Kurt Hall, NCM’s president and chief executive officer. “In addition to improving our network, this new relationship will also provide Metropolitan Theatres’ patrons with a higher quality movie pre-show and alternative entertainment experience.”
“We look forward to working with NCM to take our pre-show presentation to the next level. NCM’s first class program and alternative content provided by Fathom Events are a great fit for our markets,” said David Corwin, president of Metropolitan Theatres Corporation.
Metropolitan 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, Rave Cinemas, LLC, ShowBiz Cinemas, LLC, Starplex
Cinemas, and Storyteller Theatres Corporation, among others.