Cinema Advertising Outfit Buys Ticket to Upfront

NCM to hold event for media buyers in May

By Jon Lafayette -- Broadcasting & Cable, 2/21/2012 10:59:54 AM

As if the upfront calendar wasn't crowed enough with broadcast and cable networks trying to get the attention of media buyers, now movie theaters want in on the party.

NCM Media Networks, which puts commercials on more than 18,300 screens in 176 markets, says it plans to hold a lunchtime upfront presentation event at the AMC Loews Lincoln Square movie theater on May 16.

"The NCM network is one of America's top-rated networks on weekends as well as one of the top 15 national networks overall, so it makes perfect sense for us to participate in the TV upfront process," Cliff Marks, president of sales and marketing with NCM Media Networks, said in a statement. "While NCM has always done a meaningful amount of our business upfront, we are officially becoming a part of the upfront season for the first time this year. This will allow advertisers to get a first look at the upcoming feature film slate and have special access to premium inventory and our unique integrated cinema programs."

NCM says that during 2010, about 700 million people attended movies shown in theaters with which it has exclusive cinema advertising agreements.