• by Erik Sass  @eriksass1, January 16, 2008

As cinema advertising grows at a feverish pace, Warner Bros. is hopping on board. It has signed a new deal to provide content for the pre-show entertainment packages produced by National CineMedia.

The deal brings content from upcoming Warner Bros. films to NCM's FirstLook, shown on roughly 13,500 screens around the country. NCM's deals with movie-house owners cover 49 of the top 50 DMAs. Warner Bros. will also promote the movies using NCM's promotional platforms in lobby and concession areas, including 2,200 plasma screen displays at 900 theaters.

NCM's other content partners include A&E Television Networks, Discovery Communications, NBC, Sony Pictures Entertainment, Turner Broadcasting System and Universal Studios. Their promotional content is interspersed with advertising.

Cinema advertising in general has been enjoying a boom over the last couple of years. In October, the Cinema Advertising Council reported 15% growth in revenues in 2006 compared to 2005, to $455.6 million. Established categories such as automotive, consumer electronics and military recruiting are being joined by wireless and telecom advertisers, insurance companies and financial services, including credit cards, retail and packaged goods.