• by Wayne Friedman , October 18, 2022

In-theater network National CineMedia (NCM) is striking a deal with dining and cinema advertising network Spotlight Cinema Networks to form a partnership called Elevate Cinema Network.

The combination will give Elevate 2,700 screens -- 1,500 coming from NCM and 1,200 from Spotlight.

The deal will, according to the companies, bring movie targeting to “the upscale, educated, adult demographic with disposable income.” Elevate will more than double reach and monthly impressions available to advertising clients.

In-theater advertising networks providers have long talked up high attention and engagement metrics for its advertisers. The companies say here that cinema advertising delivers three times better recall and two times more engagement than broadcast, for example.

Spotlight’s network of theaters includes Cinepolis Luxury Cinemas, Silverspot Cinema, Landmark Theatres, LOOK Dine-In Cinemas, Angelika Film Center, Flix Brewhouse, and Laemmle Theatres.

NCM’s “Noovie” pre-show is in 50 leading national and regional theaters including AMC Entertainment, Cinemark Holdings (Cinemark Theaters, Regal Cinemas), Star Cinema Grill, Movie Tavern theaters --- over 20,600 screens in more than 1,650 theaters in 195 markets.

In September, NCM struck a deal with VIP Cinemas, adding more than 800 screens and about 16.5 million annual movie going attendees to its network.