America's Movie Network Unveils New Pre-Show and Digital Properties
NEW YORK--(BUSINESS WIRE)--
National CineMedia (NCM) today announced plans to re-imagine its cinema
pre-show and launch new digital channels for movie audiences at its
sixth annual upfront event at the AMC Lincoln Square movie theater in
New York.
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Noovie is a new premium video platform developed by NCM to connect brands with movie audiences. (Graphic: Business Wire)
NCM's CEO, Andy England, started off the presentation with a vision for
NCM's new pre-show, called Noovie, launching to replace FirstLook
in the fourth quarter of 2017. "So, What's Noovie?," he asked the
audience of marketing executives and media buyers. "Noovie is a
new premium video platform developed by NCM to connect your brands with
movie audiences. At its core, Noovie is NCM's new pre-show that
audiences will experience before the movie. But Noovie stretches
beyond the theater — it's also an integrated digital ecosystem
delivering entertaining content, purposeful commerce, and interactive
gaming opportunities. Most importantly for NCM and our brand partners, Noovie
gives movie audiences a reason to arrive early to discover what's next."
NCM's vision for Noovie includes the big screen and beyond, with
several new partnerships and acquisitions:
Noovie Content
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Content is a key part of Noovie, and NCM will be programming a
special early content segment that will give audiences a look at
"What's Noovie" in their world. Pilot content unveiled at NCM's
Upfront event included an exclusive interview with Kate Mara on her
starring title role as U.S. Marine corporal Megan
Leavey; Noovie Soundcheck, an exclusive, cinema-first music
series in partnership with Sony Music Entertainment's Rumble
Yard that gives fans a glimpse into those unscripted, unrehearsed
moments with the band before the concert crowds arrive, launching with
Foo Fighters; and a new locally-focused documentary series in
partnership with Indigenous Media, the creators of 60
Second Docs.
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NCM also teased a new physical product that will put augmented reality
from studios and brands directly into the hands of moviegoers. The
product is being created and produced by Concourse Cinema Ventures
with Regal Cinemas as the official launch partner. An official product
announcement is set for this summer.
Noovie Commerce
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Noovie will feature commerce plays that will make NCM an even
more strategic brand partner, providing purchasing data that will help
advertisers better understand and reach the connected moviegoer.
Noovie Gaming
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Noovie will also incorporate movie-related gaming, including:
-
Name That Movie — Audiences love trivia, and NCM is
introducing the next generation of movie trivia with fun new ways
to play, both in theaters and digitally.
-
Fantasy Movie League — NCM has entered into an agreement to
acquire Fantasy
Movie League, a box office predictions game co-created by
ESPN's Senior Fantasy Analyst Matthew Berry that combines the
fierce competition of fantasy sports with the insanely popular
world of entertainment and movies. There are over 210 million
people in America who self-identify as movie fans — that's more
than the NFL, NBA, NHL, Major League Baseball, and NASCAR combined
— and NCM is betting on the fact that box office is big business.
"When we began to re-imagine the pre-show, we knew that we wanted to
build Noovie into an entertainment brand that develops engagement
through content that is relevant to today's movie audiences," said NCM
President, Cliff Marks. "But we also knew we needed to expand Noovie
beyond the four walls of the theater by creating new digital properties
including a Noovie app and social media channels that will allow
us to consistently drive people from the pre-show to mobile and back
again — engaging movie audiences wherever they may be. We're building it
all to be a great consumer experience, which will of course make it a
great opportunity for brands as well."
Fantasy Movie League co-creator Matthew Berry, who joined Marks
on stage to announce the deal, noted, "I'm really excited about the
partnership with NCM and thrilled to be here to talk about Fantasy
Movie League. Over 60 million people play fantasy games in the US
and Canada and that number has grown 20% in the last five years. Fantasy
players are more brand aware, they're more brand loyal and they're
stickier than non-players, which is great news for advertisers. The Fantasy
Movie League playing audience is also much more gender balanced than
fantasy sports, and younger — 60% of our players are 35 or less."
But if you want to win at Fantasy Movie League, you need to study
up on your upcoming films, which is why NCM's own movie maven, Maria
Menounos, then took the stage to highlight the best of the 2017-18
film slate. NCM featured sneak peeks and new trailers for big movies
including Baby
Driver, It,
Kingsman:
The Golden Circle, Bad
Mom's Christmas, Girls
Trip and Star
Wars: The Last Jedi. Special guest David Sieden, VP, Cinema
Partnerships with The Walt Disney Studios, also wowed the crowd with
exclusive looks at several new Disney films.
"At NCM, we want to be the connector between brands and movie audiences.
But who are these movie audiences, and why should brands want to connect
with them?" said NCM's new Executive Vice President & Chief Revenue
Officer, Scott Felenstein. "Movie audiences are young — NCM's average
age is 32 — and they're affluent, incredibly diverse, and extremely
social. When you connect with movie audiences, you are literally
influencing the influencers! And most moviegoing takes place on
weekends, the same days that people are most likely to make a purchasing
decision."
"But people don't stop being movie audiences outside of the theater,
which is why NCM's Cinema Accelerator reaches them at every point along
their movie-going journey," Felenstein continued. "And with our great
new suite of Noovie digital properties like the Noovie app
and Fantasy Movie League, we're not only creating new digital ad
inventory, but a robust amount of NCM-exclusive first-party data. All of
this great moviegoer data will pour into our DMP and Cinema Audience
Targeting Optimizer (CATO) systems, which were the first in the
industry, to lead to even better targeting, measurability and ROI for
your campaigns."
NCM President Cliff Marks wrapped up the event, concluding, "NCM is more
than just a great cinema company. We're transforming into a progressive
media company with a host of new on-screen, digital and mobile
experiences that offer exciting new ways to reach the best audiences out
there — your audiences! I know you've seen a lot of content this week,
but nothing beats a great Hollywood movie. It's going to be another
exciting year at the movies, and at NCM."
About National CineMedia (NCM)
National CineMedia (NCM) is America's Movie Network. As the #1
Millennial weekend network in the U.S., NCM is the connector between
brands and movie audiences. According to Nielsen, more than 750 million
moviegoers annually attend theaters that are currently under contract to
present NCM's pre-show in over 45 leading national and regional theater
circuits including AMC Entertainment Inc. (NYSE:AMC), Cinemark Holdings,
Inc. (NYSE:CNK) and Regal Entertainment Group (NYSE: RGC). NCM's cinema
advertising network offers broad reach and unparalleled audience
engagement with over 20,500 screens in over 1,600 theaters in 187
Designated Market Areas® (all of the top 50). NCM Digital goes beyond
the big screen, extending in-theater campaigns into online and mobile
marketing programs to reach entertainment audiences. National CineMedia,
Inc. (NASDAQ:NCMI) owns a 39.3% interest in, and is the managing member
of, National CineMedia, LLC. For more information, visit www.ncm.com.
ARTWORK:
http://press.ncm.com
View source version on businesswire.com: http://www.businesswire.com/news/home/20170517006098/en/
National CineMedia
Amy Jane Finnerty, 212-931-8117
amy.finnerty@ncm.com
Source: National CineMedia
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