NCM Goes Global With China Partnership

Cinema advertising network National CineMedia is tapping into the burgeoning Chinese market with a new partnership with Beijing China Times Media Advertising Co., which will allow both companies to offer advertisers a way to reach movie audiences in the U.S. and China.
 
The deal gives NCM access to cinema ad inventory sold by the China Times Cinema Network, whose affiliates include Wanda Cinema Line, with 116 major cineplexes and 985 movie screens, as well as 96 other big theaters with over 600 screens around China, reaching over 60 million moviegoers per year.

China Times’ affiliate arrangements include the only IMAX screen advertising rights in China, covering 69 IMAX screens owned by the Wanda chain.
 
Like the rest of the Chinese economy, the movie exhibition industry in China has been growing at a remarkable clip over the last decade. From 2011-2012, total box office sales jumped 30% to $2.75 billion, according to the State Administration of Radio, Film and Television -- and that’s up 346% from just $617 million in 2008.
 
On the U.S. side, NCM’s national network now includes over 1,500 theaters with around 19,300 screens, located in 183 media markets across the U.S., including 49 out of the top 50 markets. NCM claims to reach over 700 million moviegoers per year in the U.S.

NCM is also gearing up to launch FirstLook Sync, a new mobile app that allows moviegoers to interact with advertising and other content from the big screen using their smartphones, and recently introduced a network of interactive digital displays in lobbies courtesy of a partnership with Monster.

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