In-Cinema Ad Network NCM Cuts Marketing Pact with Maker Studios, Others

/ May 14, 2014

ncm media networks

In-cinema advertising network NCM Media Networks has cut an exclusive marketing deal with Maker Studios to create branded content for the big screen.

Per the deal, Maker Studios will create original content for NCM and its brand clients using the MCN’s production capabilities and roster of talent. This content will be available not only during “First Look,” the movie pre-show produced by NCM and available on more than 20,000 theater screens in the US, but online as well.

The announcement was made by NCM during its third annual upfront presentation to advertisers in New York.

Other marketing partners announced by NCM include Shazam, The Grammy Awards, and Ideas United, which specializes in long-form branded entertainment produced by college kids.

In addition to the Maker Studios deal, NCM also unveiled a couple “digital and social extensions” to “First Look.” “First Look 5,” a bite-sized version of the pre-show, currently generates more than 2 million views a week. It will be updated with a new design that NCM is rolling out for “First Look,” offering various behind-the-scenes content for moviegoers. The other is FirstLookYou, a new user-generated video platform that will allow viewers to record 20-second reviews of a movie they’ve just seen and then share those clips to Facebook, Twitter, and YouTube.

NCM recently acquired competitor Screenvision, which will bring the network’s theater reach to more than 34,000 screens in the US.

That said, the company argues that it’s already a sizeable competitor to the television industry for video-agnostic buyers.

“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.”

NCM’s average unduplicated weekly audience has a Nielsen rating of 7.4 among adults 18 to 49, Marks said. “That’s massive when you compare it to the average 1.6 for a broadcast program or a 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.”

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