• by Erik Sass  @eriksass1, August 13, 2010

National CineMedia, the nation's largest cinema advertising company, just got bigger, adding R/C Theatres to its network of affiliates. 

The agreement brings NCM's "First Look" pre-show cinema advertising package and related platforms (including lobby tie-ins) to 12 R/C venues operating a90 screens throughout Florida, Maryland, North Carolina, Pennsylvania and Virginia. The addition of R/C Theatres expands NCM's reach by more than 2 million moviegoers per year.

Some R/C locations will also participate in NCM's "Fathom" entertainment and business events, the company's experiential marketing program.

The new affiliate agreement comes on the heels of NCM's positive second-quarter earnings announcement. NCM said total revenues increased 6.7% from $92.9 million in the second quarter of 2009 to $99.1 million in the second quarter of 2010, due mostly to a 7.9% increase in advertising revenue, from $83.5 million to $90.1 million.

NCM also said that the amount of ad inventory sold increased from 81.3% to 92.5% over the same period, while CPM rates increased 6.7%.

NCM and its main competitor, Screenvision, both hope to profit from the surge of interest in 3D viewing technologies, which have drawn large audiences while offering advertisers new, more engaging creative options.

The first 3D cinema ad, for Wrigley, appeared at 400 theaters in the Screenvision network in May-June 2009. NCM unveiled its first 3D cinema ad on April 2 -- a spot promoting Samsung's new 3D LED TV, created by Leo Burnett and placed by Starcom MediaVest.