• by Wayne Friedman , January 18, 2021

National CineMedia, the big in-cinema advertising network, has struck a deal with Captivate, the elevator/building digital video network, where NCM will provide content as well as sell media inventory.

Financial terms were not disclosed.

A major piece of NCM’s in-theater content is its pre-movie show “Noovie,” which has a network of 57 different theater chains -- over 20,600 screens in more than 1,600 theaters in 190 markets.

Steve Sapp, senior vice president, digital out-of-home sales at NCM, stated that the agreement will allow local businesses to directly target movie audiences in nearby high-traffic premier office and residential buildings “based on their preferred proximity.”

NCM has had a difficult time, due to U.S. movie theater closures in March 2020. Since September, U.S. theater begins opening up in many states, but often on a limited basis.

Through nine months of 2020, NCM’s revenue was $74.7 million versus $297.6 million over the same period in 2019.

Over a week ago, NCM struck another placed deal for the “Noovie” entertainment/trivia content with Coinstar’s digital advertising platform -- adPlanet -- which sits atop Coinstar kiosks in grocery stores.

NCM will sell national, regional, local and programmatic adPlanet media.

Coinstar’s adPlanet is placed in around 4,000 grocery retail locations in 35 of the top 50 U.S. DMAs.