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  <link:labelLink xlink:role="http://www.xbrl.org/2003/role/link" xlink:type="extended">
    <link:label id="lab_us-gaap_UnitsOfPartnershipInterestAmount_4ba90b98-6a2b-4711-b61d-6d57924e5cad_terseLabel_en-US" xlink:label="lab_us-gaap_UnitsOfPartnershipInterestAmount" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Common membership units outstanding</link:label>
    <link:label id="lab_us-gaap_UnitsOfPartnershipInterestAmount_label_en-US" xlink:label="lab_us-gaap_UnitsOfPartnershipInterestAmount" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Units of Partnership Interest, Amount</link:label>
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    <link:label id="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsGrantsInPeriod_label_en-US" xlink:label="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsGrantsInPeriod" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Share-based Compensation Arrangement by Share-based Payment Award, Equity Instruments Other than Options, Grants in Period</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsGrantsInPeriod" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsGrantsInPeriod"/>
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    <link:label id="lab_us-gaap_TradeAccountsReceivableMember_8e43f8c1-e1c5-4ac0-8f92-9fca2971c60c_terseLabel_en-US" xlink:label="lab_us-gaap_TradeAccountsReceivableMember" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Trade accounts</link:label>
    <link:label id="lab_us-gaap_TradeAccountsReceivableMember_label_en-US" xlink:label="lab_us-gaap_TradeAccountsReceivableMember" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Trade Accounts Receivable [Member]</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_TradeAccountsReceivableMember" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_TradeAccountsReceivableMember"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_TradeAccountsReceivableMember" xlink:to="lab_us-gaap_TradeAccountsReceivableMember" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_AccountsNotesLoansAndFinancingReceivableByReceivableTypeAxis_9714e882-250d-4ea1-9c56-070658760876_terseLabel_en-US" xlink:label="lab_us-gaap_AccountsNotesLoansAndFinancingReceivableByReceivableTypeAxis" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Receivable Type</link:label>
    <link:label id="lab_us-gaap_AccountsNotesLoansAndFinancingReceivableByReceivableTypeAxis_label_en-US" xlink:label="lab_us-gaap_AccountsNotesLoansAndFinancingReceivableByReceivableTypeAxis" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Receivable Type [Axis]</link:label>
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    <link:label id="lab_us-gaap_CommitmentsAndContingenciesDisclosureTextBlock_bda10f31-0b76-45ed-871b-c2f45eab2397_terseLabel_en-US" xlink:label="lab_us-gaap_CommitmentsAndContingenciesDisclosureTextBlock" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Commitments and Contingencies</link:label>
    <link:label id="lab_us-gaap_CommitmentsAndContingenciesDisclosureTextBlock_label_en-US" xlink:label="lab_us-gaap_CommitmentsAndContingenciesDisclosureTextBlock" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Commitments and Contingencies Disclosure [Text Block]</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_CommitmentsAndContingenciesDisclosureTextBlock" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_CommitmentsAndContingenciesDisclosureTextBlock"/>
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    <link:label id="lab_ncmi_PaymentToFoundingMembersUnderTaxSharingArrangement_0284fd94-b87b-44dc-9c27-3d96b391df9e_terseLabel_en-US" xlink:label="lab_ncmi_PaymentToFoundingMembersUnderTaxSharingArrangement" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Payment to founding members under TRA</link:label>
    <link:label id="lab_ncmi_PaymentToFoundingMembersUnderTaxSharingArrangement_label_en-US" xlink:label="lab_ncmi_PaymentToFoundingMembersUnderTaxSharingArrangement" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Payment To Founding Members Under Tax Sharing Arrangement</link:label>
    <link:label id="lab_ncmi_PaymentToFoundingMembersUnderTaxSharingArrangement_documentation_en-US" xlink:label="lab_ncmi_PaymentToFoundingMembersUnderTaxSharingArrangement" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Payment to founding members under tax sharing arrangement.</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_ncmi_PaymentToFoundingMembersUnderTaxSharingArrangement" xlink:href="ncmi-20201231.xsd#ncmi_PaymentToFoundingMembersUnderTaxSharingArrangement"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_ncmi_PaymentToFoundingMembersUnderTaxSharingArrangement" xlink:to="lab_ncmi_PaymentToFoundingMembersUnderTaxSharingArrangement" xlink:type="arc" order="1"/>
    <link:label id="lab_ncmi_AdvertisingOperatingCostsMember_6f99948f-40b4-4e9e-a9fa-800d36916ac6_terseLabel_en-US" xlink:label="lab_ncmi_AdvertisingOperatingCostsMember" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Advertising operating costs</link:label>
    <link:label id="lab_ncmi_AdvertisingOperatingCostsMember_label_en-US" xlink:label="lab_ncmi_AdvertisingOperatingCostsMember" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Advertising Operating Costs [Member]</link:label>
    <link:label id="lab_ncmi_AdvertisingOperatingCostsMember_documentation_en-US" xlink:label="lab_ncmi_AdvertisingOperatingCostsMember" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Advertising Operating Costs [Member]</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_ncmi_AdvertisingOperatingCostsMember" xlink:href="ncmi-20201231.xsd#ncmi_AdvertisingOperatingCostsMember"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_ncmi_AdvertisingOperatingCostsMember" xlink:to="lab_ncmi_AdvertisingOperatingCostsMember" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_RelatedPartyTransactionsByRelatedPartyAxis_bc43168d-3184-4715-a476-cc06a5567567_terseLabel_en-US" xlink:label="lab_us-gaap_RelatedPartyTransactionsByRelatedPartyAxis" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Related Party [Axis]</link:label>
    <link:label id="lab_us-gaap_RelatedPartyTransactionsByRelatedPartyAxis_label_en-US" xlink:label="lab_us-gaap_RelatedPartyTransactionsByRelatedPartyAxis" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Related Party [Axis]</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_RelatedPartyTransactionsByRelatedPartyAxis" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_RelatedPartyTransactionsByRelatedPartyAxis"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_RelatedPartyTransactionsByRelatedPartyAxis" xlink:to="lab_us-gaap_RelatedPartyTransactionsByRelatedPartyAxis" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_EquityBasedArrangementsIndividualContractsTypeOfDeferredCompensationDomain_66609fa6-201d-4be6-ad48-c56ed9cccde5_terseLabel_en-US" xlink:label="lab_us-gaap_EquityBasedArrangementsIndividualContractsTypeOfDeferredCompensationDomain" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Equity-Based Arrangements, Individual Contracts, Type of Deferred Compensation [Domain]</link:label>
    <link:label id="lab_us-gaap_EquityBasedArrangementsIndividualContractsTypeOfDeferredCompensationDomain_label_en-US" xlink:label="lab_us-gaap_EquityBasedArrangementsIndividualContractsTypeOfDeferredCompensationDomain" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Equity-Based Arrangements, Individual Contracts, Type of Deferred Compensation [Domain]</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_EquityBasedArrangementsIndividualContractsTypeOfDeferredCompensationDomain" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_EquityBasedArrangementsIndividualContractsTypeOfDeferredCompensationDomain"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_EquityBasedArrangementsIndividualContractsTypeOfDeferredCompensationDomain" xlink:to="lab_us-gaap_EquityBasedArrangementsIndividualContractsTypeOfDeferredCompensationDomain" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_DeferredFinanceCostsNoncurrentNet_5e9cadf2-fe47-46d6-82e4-817f80534705_terseLabel_en-US" xlink:label="lab_us-gaap_DeferredFinanceCostsNoncurrentNet" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Debt Issuance Costs, Noncurrent, Net</link:label>
    <link:label id="lab_us-gaap_DeferredFinanceCostsNoncurrentNet_label_en-US" xlink:label="lab_us-gaap_DeferredFinanceCostsNoncurrentNet" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Debt Issuance Costs, Noncurrent, Net</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_DeferredFinanceCostsNoncurrentNet" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_DeferredFinanceCostsNoncurrentNet"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_DeferredFinanceCostsNoncurrentNet" xlink:to="lab_us-gaap_DeferredFinanceCostsNoncurrentNet" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_CostMethodInvestments_c88bcaf4-0a04-4371-8b81-2fa60eda961a_terseLabel_en-US" xlink:label="lab_us-gaap_CostMethodInvestments" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Other investments</link:label>
    <link:label id="lab_us-gaap_CostMethodInvestments_label_en-US" xlink:label="lab_us-gaap_CostMethodInvestments" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Cost Method Investments</link:label>
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    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_CostMethodInvestments" xlink:to="lab_us-gaap_CostMethodInvestments" xlink:type="arc" order="1"/>
    <link:label id="lab_ncmi_RegalEntertainmentGroupMember_37e231a6-8637-40c5-b3af-cbf65e16902e_terseLabel_en-US" xlink:label="lab_ncmi_RegalEntertainmentGroupMember" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Regal</link:label>
    <link:label id="lab_ncmi_RegalEntertainmentGroupMember_label_en-US" xlink:label="lab_ncmi_RegalEntertainmentGroupMember" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Regal Entertainment Group [Member]</link:label>
    <link:label id="lab_ncmi_RegalEntertainmentGroupMember_documentation_en-US" xlink:label="lab_ncmi_RegalEntertainmentGroupMember" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Regal entertainment group.</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_ncmi_RegalEntertainmentGroupMember" xlink:href="ncmi-20201231.xsd#ncmi_RegalEntertainmentGroupMember"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_ncmi_RegalEntertainmentGroupMember" xlink:to="lab_ncmi_RegalEntertainmentGroupMember" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_IncomeTaxReconciliationChangeInEnactedTaxRate_fc1812c1-cf98-4105-b067-79d9fc480790_terseLabel_en-US" xlink:label="lab_us-gaap_IncomeTaxReconciliationChangeInEnactedTaxRate" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Current year change to enacted federal and state rate</link:label>
    <link:label id="lab_us-gaap_IncomeTaxReconciliationChangeInEnactedTaxRate_label_en-US" xlink:label="lab_us-gaap_IncomeTaxReconciliationChangeInEnactedTaxRate" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Effective Income Tax Rate Reconciliation, Change in Enacted Tax Rate, Amount</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_IncomeTaxReconciliationChangeInEnactedTaxRate" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_IncomeTaxReconciliationChangeInEnactedTaxRate"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_IncomeTaxReconciliationChangeInEnactedTaxRate" xlink:to="lab_us-gaap_IncomeTaxReconciliationChangeInEnactedTaxRate" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_DeferredFinanceCostsGross_8c85ebb0-08ad-4c68-bbb0-de9e44777c6b_terseLabel_en-US" xlink:label="lab_us-gaap_DeferredFinanceCostsGross" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Debt issuance costs</link:label>
    <link:label id="lab_us-gaap_DeferredFinanceCostsGross_label_en-US" xlink:label="lab_us-gaap_DeferredFinanceCostsGross" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Debt Issuance Costs, Gross</link:label>
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    <link:label id="lab_ncmi_LengthOfOnScreenAdvertisingTimeToSatisfyAgreementObligations_c88a8d35-77c0-4992-811b-0dd230664ce9_terseLabel_en-US" xlink:label="lab_ncmi_LengthOfOnScreenAdvertisingTimeToSatisfyAgreementObligations" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">On-screen advertising time to satisfy agreement obligations, in seconds</link:label>
    <link:label id="lab_ncmi_LengthOfOnScreenAdvertisingTimeToSatisfyAgreementObligations_label_en-US" xlink:label="lab_ncmi_LengthOfOnScreenAdvertisingTimeToSatisfyAgreementObligations" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Length Of On Screen Advertising Time To Satisfy Agreement Obligations</link:label>
    <link:label id="lab_ncmi_LengthOfOnScreenAdvertisingTimeToSatisfyAgreementObligations_documentation_en-US" xlink:label="lab_ncmi_LengthOfOnScreenAdvertisingTimeToSatisfyAgreementObligations" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">The length of on-screen advertising time to satisfy agreement obligations.</link:label>
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    <link:label id="lab_us-gaap_LiabilitiesAndStockholdersEquityAbstract_5285faed-d942-4f38-8d52-b2d12deab9ee_terseLabel_en-US" xlink:label="lab_us-gaap_LiabilitiesAndStockholdersEquityAbstract" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">LIABILITIES AND EQUITY/(DEFICIT)</link:label>
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    <link:label id="lab_us-gaap_NetCashProvidedByUsedInInvestingActivitiesContinuingOperations_b5467f28-1581-4b41-9d93-ffef0c632fe4_totalLabel_en-US" xlink:label="lab_us-gaap_NetCashProvidedByUsedInInvestingActivitiesContinuingOperations" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Net cash provided by investing activities</link:label>
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    <link:label id="lab_dei_SecurityExchangeName_ceacc3b0-2782-48c6-bcd8-cd0597b71135_terseLabel_en-US" xlink:label="lab_dei_SecurityExchangeName" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Security Exchange Name</link:label>
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    <link:label id="lab_ncmi_CommonMembershipUnitsSurrenderedCompensationForLostOperatingIncomeForDivestedTheatersTerm_69ee6bee-6fb2-4768-b50f-9332ae813a1a_terseLabel_en-US" xlink:label="lab_ncmi_CommonMembershipUnitsSurrenderedCompensationForLostOperatingIncomeForDivestedTheatersTerm" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Common membership units surrendered, compensation for lost operating income</link:label>
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    <link:label id="lab_us-gaap_SellingAndMarketingExpenseMember_46bf7f67-d90a-4ebb-9446-cdae609d6d8b_terseLabel_en-US" xlink:label="lab_us-gaap_SellingAndMarketingExpenseMember" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Selling and Marketing Costs</link:label>
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    <link:label id="lab_ncmi_GuaranteeObligationsAmountPaid_181c98d5-a473-4366-b8b1-0b0ec83eacd9_terseLabel_en-US" xlink:label="lab_ncmi_GuaranteeObligationsAmountPaid" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Guarantee obligations amount paid</link:label>
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    <link:label id="lab_us-gaap_LiabilitiesCurrent_f49e5ffa-b9fb-4a77-a779-20af93c15606_totalLabel_en-US" xlink:label="lab_us-gaap_LiabilitiesCurrent" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Total current liabilities</link:label>
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    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_LiabilitiesCurrent" xlink:to="lab_us-gaap_LiabilitiesCurrent" xlink:type="arc" order="1"/>
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    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_CashAndCashEquivalentsRestrictedCashAndCashEquivalentsPolicy" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_CashAndCashEquivalentsRestrictedCashAndCashEquivalentsPolicy"/>
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    <link:label id="lab_us-gaap_StockIssuedDuringPeriodValueShareBasedCompensation_ff464242-3afc-463f-b0bd-7ad86402eccf_terseLabel_en-US" xlink:label="lab_us-gaap_StockIssuedDuringPeriodValueShareBasedCompensation" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Share-based compensation issued, value</link:label>
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    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_StockIssuedDuringPeriodValueShareBasedCompensation" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_StockIssuedDuringPeriodValueShareBasedCompensation"/>
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    <link:label id="lab_us-gaap_DueToRelatedPartiesCurrent_f4e29111-ede8-49e3-9ce9-46e4f88716df_terseLabel_en-US" xlink:label="lab_us-gaap_DueToRelatedPartiesCurrent" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Amounts due to founding members, net</link:label>
    <link:label id="lab_us-gaap_DueToRelatedPartiesCurrent_label_en-US" xlink:label="lab_us-gaap_DueToRelatedPartiesCurrent" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Due to Related Parties, Current</link:label>
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    <link:label id="lab_us-gaap_LongTermDebtMaturitiesRepaymentsOfPrincipalInYearThree_7a345af4-3845-4678-995b-38c0631695ad_terseLabel_en-US" xlink:label="lab_us-gaap_LongTermDebtMaturitiesRepaymentsOfPrincipalInYearThree" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">2021</link:label>
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    <link:label id="lab_us-gaap_AccountsPayableAndAccruedLiabilitiesDisclosureTextBlock_206c3133-9599-42bd-a4fa-b1a94e498568_terseLabel_en-US" xlink:label="lab_us-gaap_AccountsPayableAndAccruedLiabilitiesDisclosureTextBlock" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Accrued Expenses</link:label>
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    <link:label id="lab_us-gaap_AvailableForSaleSecuritiesNoncurrent_2373641e-42a2-4d2a-8260-ac8fa5d2a64e_terseLabel_en-US" xlink:label="lab_us-gaap_AvailableForSaleSecuritiesNoncurrent" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Long-term marketable securities</link:label>
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    <link:label id="lab_us-gaap_NoncashOrPartNoncashAcquisitionFixedAssetsAcquired1_64cb5bbb-3074-4877-be0c-f9f7f30c8e01_terseLabel_en-US" xlink:label="lab_us-gaap_NoncashOrPartNoncashAcquisitionFixedAssetsAcquired1" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Accrued purchases of property and equipment</link:label>
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    <link:label id="lab_ncmi_PeriodOfIncreaseInPaymentOnTheaterPatron_ebb68185-5bc1-4bc4-81fd-966b363b331d_terseLabel_en-US" xlink:label="lab_ncmi_PeriodOfIncreaseInPaymentOnTheaterPatron" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Term of increase in payment percentage per theater patron</link:label>
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    <link:label id="lab_ncmi_CumulativePrincipalAmountPaidOnTermLoan_label_en-US" xlink:label="lab_ncmi_CumulativePrincipalAmountPaidOnTermLoan" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Cumulative Principal Amount Paid on Term Loan</link:label>
    <link:label id="lab_ncmi_CumulativePrincipalAmountPaidOnTermLoan_documentation_en-US" xlink:label="lab_ncmi_CumulativePrincipalAmountPaidOnTermLoan" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Cumulative Principal Amount Paid on Term Loan</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_ncmi_CumulativePrincipalAmountPaidOnTermLoan" xlink:href="ncmi-20201231.xsd#ncmi_CumulativePrincipalAmountPaidOnTermLoan"/>
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    <link:label id="lab_ncmi_ComputerHardwareAndSoftwareMember_85365a56-59fb-46d1-8a96-b6b1cb894ecd_terseLabel_en-US" xlink:label="lab_ncmi_ComputerHardwareAndSoftwareMember" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Computer hardware and software</link:label>
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    <link:label id="lab_ncmi_ComputerHardwareAndSoftwareMember_documentation_en-US" xlink:label="lab_ncmi_ComputerHardwareAndSoftwareMember" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Computer hardware and software.</link:label>
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    <link:label id="lab_us-gaap_CurrentStateAndLocalTaxExpenseBenefit_1ee2d28b-4d71-4758-8f82-3ad7b71de54a_terseLabel_en-US" xlink:label="lab_us-gaap_CurrentStateAndLocalTaxExpenseBenefit" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Current State</link:label>
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    <link:label id="lab_us-gaap_GuaranteeObligationsMaximumExposure_ea1a4b9e-dc13-48c8-9109-dcbcd22f1e2d_terseLabel_en-US" xlink:label="lab_us-gaap_GuaranteeObligationsMaximumExposure" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Maximum potential payment</link:label>
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    <link:label id="lab_ncmi_DeferredTaxAssetsNotesReceivable_fb071dab-8d0b-425a-bed4-05e7eaebc57b_terseLabel_en-US" xlink:label="lab_ncmi_DeferredTaxAssetsNotesReceivable" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Deferred tax assets, tax basis notes receivable</link:label>
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    <link:label id="lab_us-gaap_PreferredStockValue_342b67f5-b9c0-4e2f-8a54-b6000975e99d_terseLabel_en-US" xlink:label="lab_us-gaap_PreferredStockValue" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Preferred stock, $0.01 par value; 10,000,000 shares authorized, none issued and outstanding, respectively</link:label>
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    <link:label id="lab_ncmi_FoundingMembersMember_8dce7920-496f-439b-a538-199a49cf1f5d_terseLabel_en-US" xlink:label="lab_ncmi_FoundingMembersMember" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Founding Members</link:label>
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    <link:label id="lab_us-gaap_ScheduleOfFairValueOfSeparateAccountsByMajorCategoryOfInvestmentLineItems_9e2eeae3-1253-44fc-bde5-f251ae3a8880_terseLabel_en-US" xlink:label="lab_us-gaap_ScheduleOfFairValueOfSeparateAccountsByMajorCategoryOfInvestmentLineItems" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Schedule of Fair Value of Separate Accounts by Major Category of Investment [Line Items]</link:label>
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    <link:label id="lab_us-gaap_TangibleAssetImpairmentCharges_ab9089c0-3b81-4064-b95d-738aeb7c4ddf_terseLabel_en-US" xlink:label="lab_us-gaap_TangibleAssetImpairmentCharges" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Loss on write-off of property, plant and equipment</link:label>
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    <link:label id="lab_ncmi_AdvertisingInventoryMember_55438196-eded-46e3-aa47-f32228da37c9_terseLabel_en-US" xlink:label="lab_ncmi_AdvertisingInventoryMember" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Advertising Inventory</link:label>
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    <link:label id="lab_us-gaap_OtherComprehensiveIncomeLossNetOfTaxPeriodIncreaseDecreaseAbstract_02089620-ab7e-49ed-a91a-fef95d34b087_terseLabel_en-US" xlink:label="lab_us-gaap_OtherComprehensiveIncomeLossNetOfTaxPeriodIncreaseDecreaseAbstract" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">OTHER COMPREHENSIVE INCOME, NET OF TAX:</link:label>
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    <link:label id="lab_us-gaap_UseOfEstimates_82eb2338-e1c0-4b27-93e5-ef9445a61b5e_terseLabel_en-US" xlink:label="lab_us-gaap_UseOfEstimates" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Estimates</link:label>
    <link:label id="lab_us-gaap_UseOfEstimates_label_en-US" xlink:label="lab_us-gaap_UseOfEstimates" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Use of Estimates, Policy [Policy Text Block]</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_UseOfEstimates" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_UseOfEstimates"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_UseOfEstimates" xlink:to="lab_us-gaap_UseOfEstimates" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_IncomeTaxAuthorityDomain_268f63fc-f689-4ac6-9545-11133400788b_terseLabel_en-US" xlink:label="lab_us-gaap_IncomeTaxAuthorityDomain" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Income Tax Authority</link:label>
    <link:label id="lab_us-gaap_IncomeTaxAuthorityDomain_label_en-US" xlink:label="lab_us-gaap_IncomeTaxAuthorityDomain" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Income Tax Authority [Domain]</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_IncomeTaxAuthorityDomain" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_IncomeTaxAuthorityDomain"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_IncomeTaxAuthorityDomain" xlink:to="lab_us-gaap_IncomeTaxAuthorityDomain" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_FiniteLivedIntangibleAssetsPeriodIncreaseDecrease_c7443f89-07f1-474e-bc0a-891f4562a0cd_terseLabel_en-US" xlink:label="lab_us-gaap_FiniteLivedIntangibleAssetsPeriodIncreaseDecrease" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Increase (decrease) in intangible assets, net</link:label>
    <link:label id="lab_us-gaap_FiniteLivedIntangibleAssetsPeriodIncreaseDecrease_label_en-US" xlink:label="lab_us-gaap_FiniteLivedIntangibleAssetsPeriodIncreaseDecrease" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Finite-Lived Intangible Assets, Period Increase (Decrease)</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_FiniteLivedIntangibleAssetsPeriodIncreaseDecrease" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_FiniteLivedIntangibleAssetsPeriodIncreaseDecrease"/>
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    <link:label id="lab_us-gaap_TroubledDebtRestructuringDebtorSubsequentPeriodsAxis_0d2dfe15-bdcb-4219-8794-2c5d353441c6_terseLabel_en-US" xlink:label="lab_us-gaap_TroubledDebtRestructuringDebtorSubsequentPeriodsAxis" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Troubled Debt Restructuring, Debtor, Subsequent Periods [Axis]</link:label>
    <link:label id="lab_us-gaap_TroubledDebtRestructuringDebtorSubsequentPeriodsAxis_label_en-US" xlink:label="lab_us-gaap_TroubledDebtRestructuringDebtorSubsequentPeriodsAxis" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Troubled Debt Restructuring, Debtor, Subsequent Periods [Axis]</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_TroubledDebtRestructuringDebtorSubsequentPeriodsAxis" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_TroubledDebtRestructuringDebtorSubsequentPeriodsAxis"/>
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    <link:label id="lab_us-gaap_OtherExpenses_a641b83f-c88f-49d5-ae2e-383cbbf14454_negatedTerseLabel_en-US" xlink:label="lab_us-gaap_OtherExpenses" xlink:role="http://www.xbrl.org/2009/role/negatedTerseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Other, net</link:label>
    <link:label id="lab_us-gaap_OtherExpenses_label_en-US" xlink:label="lab_us-gaap_OtherExpenses" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Other Expenses</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_OtherExpenses" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_OtherExpenses"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_OtherExpenses" xlink:to="lab_us-gaap_OtherExpenses" xlink:type="arc" order="1"/>
    <link:label id="lab_ncmi_DebtCovenantPeriodDomain_4736faf7-fd28-42ea-9a0a-ffe239e4ea06_terseLabel_en-US" xlink:label="lab_ncmi_DebtCovenantPeriodDomain" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Debt Covenant Period [Domain]</link:label>
    <link:label id="lab_ncmi_DebtCovenantPeriodDomain_label_en-US" xlink:label="lab_ncmi_DebtCovenantPeriodDomain" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Debt Covenant Period [Domain]</link:label>
    <link:label id="lab_ncmi_DebtCovenantPeriodDomain_documentation_en-US" xlink:label="lab_ncmi_DebtCovenantPeriodDomain" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">[Domain] for Debt Covenant Period [Axis]</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_ncmi_DebtCovenantPeriodDomain" xlink:href="ncmi-20201231.xsd#ncmi_DebtCovenantPeriodDomain"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_ncmi_DebtCovenantPeriodDomain" xlink:to="lab_ncmi_DebtCovenantPeriodDomain" xlink:type="arc" order="1"/>
    <link:label id="lab_srt_ScenarioUnspecifiedDomain_0405cf34-ee40-4605-a906-9358d662da70_terseLabel_en-US" xlink:label="lab_srt_ScenarioUnspecifiedDomain" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Scenario, Unspecified [Domain]</link:label>
    <link:label id="lab_srt_ScenarioUnspecifiedDomain_label_en-US" xlink:label="lab_srt_ScenarioUnspecifiedDomain" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Scenario [Domain]</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_srt_ScenarioUnspecifiedDomain" xlink:href="http://xbrl.fasb.org/srt/2020/elts/srt-2020-01-31.xsd#srt_ScenarioUnspecifiedDomain"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_srt_ScenarioUnspecifiedDomain" xlink:to="lab_srt_ScenarioUnspecifiedDomain" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_PaymentsToAcquirePropertyPlantAndEquipment_43eea2d9-3c42-4d84-b99b-821fec6d2783_negatedLabel_en-US" xlink:label="lab_us-gaap_PaymentsToAcquirePropertyPlantAndEquipment" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Purchases of property and equipment</link:label>
    <link:label id="lab_us-gaap_PaymentsToAcquirePropertyPlantAndEquipment_label_en-US" xlink:label="lab_us-gaap_PaymentsToAcquirePropertyPlantAndEquipment" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Payments to Acquire Property, Plant, and Equipment</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_PaymentsToAcquirePropertyPlantAndEquipment" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_PaymentsToAcquirePropertyPlantAndEquipment"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_PaymentsToAcquirePropertyPlantAndEquipment" xlink:to="lab_us-gaap_PaymentsToAcquirePropertyPlantAndEquipment" xlink:type="arc" order="1"/>
    <link:label id="lab_srt_ConsolidationItemsDomain_69144f79-31bc-4c11-8322-cef74b6126d5_terseLabel_en-US" xlink:label="lab_srt_ConsolidationItemsDomain" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Consolidation Items [Domain]</link:label>
    <link:label id="lab_srt_ConsolidationItemsDomain_label_en-US" xlink:label="lab_srt_ConsolidationItemsDomain" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Consolidation Items [Domain]</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_srt_ConsolidationItemsDomain" xlink:href="http://xbrl.fasb.org/srt/2020/elts/srt-2020-01-31.xsd#srt_ConsolidationItemsDomain"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_srt_ConsolidationItemsDomain" xlink:to="lab_srt_ConsolidationItemsDomain" xlink:type="arc" order="1"/>
    <link:label id="lab_srt_RestatementAdjustmentMember_956e4587-9210-4835-8a40-20794f4d35c6_terseLabel_en-US" xlink:label="lab_srt_RestatementAdjustmentMember" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Change in Accounting Principle</link:label>
    <link:label id="lab_srt_RestatementAdjustmentMember_label_en-US" xlink:label="lab_srt_RestatementAdjustmentMember" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Revision of Prior Period, Adjustment [Member]</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_srt_RestatementAdjustmentMember" xlink:href="http://xbrl.fasb.org/srt/2020/elts/srt-2020-01-31.xsd#srt_RestatementAdjustmentMember"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_srt_RestatementAdjustmentMember" xlink:to="lab_srt_RestatementAdjustmentMember" xlink:type="arc" order="1"/>
    <link:label id="lab_ncmi_LengthOfOnScreenAdvertisingTimeWhichFoundingMembersHaveRightToPurchase_915fa951-bd2f-496e-b07a-108412834cee_terseLabel_en-US" xlink:label="lab_ncmi_LengthOfOnScreenAdvertisingTimeWhichFoundingMembersHaveRightToPurchase" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">On-screen advertising time which founding members have right to purchase, in seconds</link:label>
    <link:label id="lab_ncmi_LengthOfOnScreenAdvertisingTimeWhichFoundingMembersHaveRightToPurchase_label_en-US" xlink:label="lab_ncmi_LengthOfOnScreenAdvertisingTimeWhichFoundingMembersHaveRightToPurchase" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Length Of On Screen Advertising Time Which Founding Members Have Right To Purchase</link:label>
    <link:label id="lab_ncmi_LengthOfOnScreenAdvertisingTimeWhichFoundingMembersHaveRightToPurchase_documentation_en-US" xlink:label="lab_ncmi_LengthOfOnScreenAdvertisingTimeWhichFoundingMembersHaveRightToPurchase" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Length of on-screen advertising time which founding members have a right to purchase</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_ncmi_LengthOfOnScreenAdvertisingTimeWhichFoundingMembersHaveRightToPurchase" xlink:href="ncmi-20201231.xsd#ncmi_LengthOfOnScreenAdvertisingTimeWhichFoundingMembersHaveRightToPurchase"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_ncmi_LengthOfOnScreenAdvertisingTimeWhichFoundingMembersHaveRightToPurchase" xlink:to="lab_ncmi_LengthOfOnScreenAdvertisingTimeWhichFoundingMembersHaveRightToPurchase" xlink:type="arc" order="1"/>
    <link:label id="lab_ncmi_PaymentToFoundingMembersUnderTheTaxReceivableAgreement_9cc398ce-4baf-483b-b91a-30cf9784573e_terseLabel_en-US" xlink:label="lab_ncmi_PaymentToFoundingMembersUnderTheTaxReceivableAgreement" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Payment To Founding Members Under The Tax Receivable Agreement</link:label>
    <link:label id="lab_ncmi_PaymentToFoundingMembersUnderTheTaxReceivableAgreement_label_en-US" xlink:label="lab_ncmi_PaymentToFoundingMembersUnderTheTaxReceivableAgreement" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Payment To Founding Members Under The Tax Receivable Agreement</link:label>
    <link:label id="lab_ncmi_PaymentToFoundingMembersUnderTheTaxReceivableAgreement_documentation_en-US" xlink:label="lab_ncmi_PaymentToFoundingMembersUnderTheTaxReceivableAgreement" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Payment To Founding Members Under The Tax Receivable Agreement</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_ncmi_PaymentToFoundingMembersUnderTheTaxReceivableAgreement" xlink:href="ncmi-20201231.xsd#ncmi_PaymentToFoundingMembersUnderTheTaxReceivableAgreement"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_ncmi_PaymentToFoundingMembersUnderTheTaxReceivableAgreement" xlink:to="lab_ncmi_PaymentToFoundingMembersUnderTheTaxReceivableAgreement" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_CostmethodInvestmentsOtherThanTemporaryImpairment_fff55e58-b13c-4608-9c6e-a749a24c8da8_terseLabel_en-US" xlink:label="lab_us-gaap_CostmethodInvestmentsOtherThanTemporaryImpairment" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Impairment on investment</link:label>
    <link:label id="lab_us-gaap_CostmethodInvestmentsOtherThanTemporaryImpairment_0ae9dad6-1427-4fc5-83f1-e35f29cf6b27_verboseLabel_en-US" xlink:label="lab_us-gaap_CostmethodInvestmentsOtherThanTemporaryImpairment" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Impairment of investment</link:label>
    <link:label id="lab_us-gaap_CostmethodInvestmentsOtherThanTemporaryImpairment_label_en-US" xlink:label="lab_us-gaap_CostmethodInvestmentsOtherThanTemporaryImpairment" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Cost-method Investments, Other than Temporary Impairment</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_CostmethodInvestmentsOtherThanTemporaryImpairment" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_CostmethodInvestmentsOtherThanTemporaryImpairment"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_CostmethodInvestmentsOtherThanTemporaryImpairment" xlink:to="lab_us-gaap_CostmethodInvestmentsOtherThanTemporaryImpairment" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_DueFromRelatedPartiesCurrent_ef500e17-2d0b-4ff5-a5b7-42df12680439_terseLabel_en-US" xlink:label="lab_us-gaap_DueFromRelatedPartiesCurrent" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Amounts due from founding members, net</link:label>
    <link:label id="lab_us-gaap_DueFromRelatedPartiesCurrent_label_en-US" xlink:label="lab_us-gaap_DueFromRelatedPartiesCurrent" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Due from Related Parties, Current</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_DueFromRelatedPartiesCurrent" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_DueFromRelatedPartiesCurrent"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_DueFromRelatedPartiesCurrent" xlink:to="lab_us-gaap_DueFromRelatedPartiesCurrent" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_PropertyPlantAndEquipmentAbstract_c2d9a2b3-e545-4fc9-911a-f9d967ff2471_terseLabel_en-US" xlink:label="lab_us-gaap_PropertyPlantAndEquipmentAbstract" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Property, Plant and Equipment [Abstract]</link:label>
    <link:label id="lab_us-gaap_PropertyPlantAndEquipmentAbstract_label_en-US" xlink:label="lab_us-gaap_PropertyPlantAndEquipmentAbstract" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Property, Plant and Equipment [Abstract]</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_PropertyPlantAndEquipmentAbstract" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_PropertyPlantAndEquipmentAbstract"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_PropertyPlantAndEquipmentAbstract" xlink:to="lab_us-gaap_PropertyPlantAndEquipmentAbstract" xlink:type="arc" order="1"/>
    <link:label id="lab_ncmi_ValuationAllowanceReversedMember_62fac437-00e6-4e61-be56-03340d359318_terseLabel_en-US" xlink:label="lab_ncmi_ValuationAllowanceReversedMember" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Valuation Allowance Reversed</link:label>
    <link:label id="lab_ncmi_ValuationAllowanceReversedMember_label_en-US" xlink:label="lab_ncmi_ValuationAllowanceReversedMember" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Valuation Allowance Reversed [Member]</link:label>
    <link:label id="lab_ncmi_ValuationAllowanceReversedMember_documentation_en-US" xlink:label="lab_ncmi_ValuationAllowanceReversedMember" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Valuation Allowance Reversed</link:label>
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    <link:label id="lab_us-gaap_IncomeLossFromEquityMethodInvestments_d31e20df-3e79-45f3-8283-502c9a76005c_verboseLabel_en-US" xlink:label="lab_us-gaap_IncomeLossFromEquityMethodInvestments" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Equity in earnings of non-consolidated entities</link:label>
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    <link:label id="lab_ncmi_LongTermMarketableSecuritiesMember_1c81222e-7674-413e-b4e1-46c21198bdd6_terseLabel_en-US" xlink:label="lab_ncmi_LongTermMarketableSecuritiesMember" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Long-term Marketable Securities [Member]</link:label>
    <link:label id="lab_ncmi_LongTermMarketableSecuritiesMember_label_en-US" xlink:label="lab_ncmi_LongTermMarketableSecuritiesMember" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Long Term Marketable Securities [Member]</link:label>
    <link:label id="lab_ncmi_LongTermMarketableSecuritiesMember_documentation_en-US" xlink:label="lab_ncmi_LongTermMarketableSecuritiesMember" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Long-term marketable securities.</link:label>
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    <link:label id="lab_us-gaap_DisaggregationOfRevenueTable_4a9f7a02-25cd-4bc1-b873-90535bc038f7_terseLabel_en-US" xlink:label="lab_us-gaap_DisaggregationOfRevenueTable" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Disaggregation of Revenue [Table]</link:label>
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    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_DisaggregationOfRevenueTable" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_DisaggregationOfRevenueTable"/>
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    <link:label id="lab_us-gaap_ProceedsFromIssuanceOfSeniorLongTermDebt_a21cfc98-570a-41a8-b3ea-3764dab49b56_terseLabel_en-US" xlink:label="lab_us-gaap_ProceedsFromIssuanceOfSeniorLongTermDebt" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Repayment of Senior Notes due 2022 and 2026</link:label>
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    <link:label id="lab_ncmi_TwoFoundingMembersMember_c8486370-158f-4b78-b14d-00249a4e8c3e_terseLabel_en-US" xlink:label="lab_ncmi_TwoFoundingMembersMember" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Two Founding Members [Member]</link:label>
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    <link:label id="lab_ncmi_TwoFoundingMembersMember_documentation_en-US" xlink:label="lab_ncmi_TwoFoundingMembersMember" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Two founding members.</link:label>
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    <link:label id="lab_us-gaap_DebtInstrumentRedemptionDescription_1f9c3295-cc6d-475f-8428-d788dcc648cf_terseLabel_en-US" xlink:label="lab_us-gaap_DebtInstrumentRedemptionDescription" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Debt instrument redemption description</link:label>
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    <link:label id="lab_dei_EntityDomain_2a93921d-0a1e-4ab1-b292-7f2b037c9f33_terseLabel_en-US" xlink:label="lab_dei_EntityDomain" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Entity [Domain]</link:label>
    <link:label id="lab_dei_EntityDomain_label_en-US" xlink:label="lab_dei_EntityDomain" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Entity [Domain]</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_dei_EntityDomain" xlink:href="https://xbrl.sec.gov/dei/2020/dei-2020-01-31.xsd#dei_EntityDomain"/>
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    <link:label id="lab_us-gaap_AvailableForSaleSecuritiesCurrent_d79e822d-7648-42a2-9ff5-a64562b9650c_terseLabel_en-US" xlink:label="lab_us-gaap_AvailableForSaleSecuritiesCurrent" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Short-term marketable securities</link:label>
    <link:label id="lab_us-gaap_AvailableForSaleSecuritiesCurrent_8b92dcde-4095-49b3-8082-e9f5e1e8cb33_verboseLabel_en-US" xlink:label="lab_us-gaap_AvailableForSaleSecuritiesCurrent" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Aggregate Fair Value - Short term marketable securities</link:label>
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    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_AvailableForSaleSecuritiesCurrent" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_AvailableForSaleSecuritiesCurrent"/>
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    <link:label id="lab_us-gaap_PaymentsRelatedToTaxWithholdingForShareBasedCompensation_31c674cb-72a1-473d-8e6a-3ffcaf6a063f_negatedLabel_en-US" xlink:label="lab_us-gaap_PaymentsRelatedToTaxWithholdingForShareBasedCompensation" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Repurchase of stock for restricted stock tax withholding</link:label>
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    <link:label id="lab_ncmi_ReversalOfAccruedInterestAndPenalties_683db05f-06ce-440d-b0b0-7ee149c337c1_terseLabel_en-US" xlink:label="lab_ncmi_ReversalOfAccruedInterestAndPenalties" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Reversal of accrued interest and penalties</link:label>
    <link:label id="lab_ncmi_ReversalOfAccruedInterestAndPenalties_label_en-US" xlink:label="lab_ncmi_ReversalOfAccruedInterestAndPenalties" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Reversal Of Accrued Interest And Penalties</link:label>
    <link:label id="lab_ncmi_ReversalOfAccruedInterestAndPenalties_documentation_en-US" xlink:label="lab_ncmi_ReversalOfAccruedInterestAndPenalties" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Reversal of accrued interest and penalties.</link:label>
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    <link:label id="lab_ncmi_TwoThousandSevenEquityIncentivePlanAndTwoThousandSixteenEquityIncentivePlanMember_9f5446d4-7b7c-4f36-9305-b382f07e4ade_terseLabel_en-US" xlink:label="lab_ncmi_TwoThousandSevenEquityIncentivePlanAndTwoThousandSixteenEquityIncentivePlanMember" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">2007 Plan and 2016 Plan [Member]</link:label>
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    <link:label id="lab_us-gaap_QuarterlyFinancialInformationTextBlock_2bcb9531-44c6-4a9a-ac73-ab47f9056a18_terseLabel_en-US" xlink:label="lab_us-gaap_QuarterlyFinancialInformationTextBlock" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Quarterly Financial Data</link:label>
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    <link:label id="lab_ncmi_LocalAdvertisingRevenueMember_e03d45b4-1bc6-4c53-b196-d63720e96cf4_terseLabel_en-US" xlink:label="lab_ncmi_LocalAdvertisingRevenueMember" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Local Advertising Revenue [Member]</link:label>
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    <link:label id="lab_us-gaap_IntangibleAssetsDisclosureTextBlock_1de2a818-57ee-4a86-8151-f5d2f366d734_terseLabel_en-US" xlink:label="lab_us-gaap_IntangibleAssetsDisclosureTextBlock" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Intangible Assets</link:label>
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    <link:label id="lab_us-gaap_PropertyPlantAndEquipmentUsefulLife_77b94a72-f0e6-4810-aa4c-ab534fb29d89_terseLabel_en-US" xlink:label="lab_us-gaap_PropertyPlantAndEquipmentUsefulLife" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Estimated useful life</link:label>
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    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_PropertyPlantAndEquipmentUsefulLife" xlink:to="lab_us-gaap_PropertyPlantAndEquipmentUsefulLife" xlink:type="arc" order="1"/>
    <link:label id="lab_ncmi_DeferredIncomeTaxExpenseBenefitGross_35aab3c8-804d-4d64-8e06-931a9a4bc2d4_totalLabel_en-US" xlink:label="lab_ncmi_DeferredIncomeTaxExpenseBenefitGross" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Total deferred income tax expense</link:label>
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    <link:label id="lab_dei_EntityIncorporationStateCountryCode_ff70239b-d0ce-4817-9505-cceae07bcedf_terseLabel_en-US" xlink:label="lab_dei_EntityIncorporationStateCountryCode" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Entity Incorporation, State or Country Code</link:label>
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    <link:label id="lab_us-gaap_DividendsPayableDateOfRecordDayMonthAndYear_bc677960-5734-4444-97ba-2e219d0abb12_terseLabel_en-US" xlink:label="lab_us-gaap_DividendsPayableDateOfRecordDayMonthAndYear" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Dividends payable, date of record</link:label>
    <link:label id="lab_us-gaap_DividendsPayableDateOfRecordDayMonthAndYear_label_en-US" xlink:label="lab_us-gaap_DividendsPayableDateOfRecordDayMonthAndYear" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Dividends Payable, Date of Record</link:label>
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    <link:label id="lab_us-gaap_DepreciationAndAmortization_4cca52fa-4993-4932-810d-6d18db7305aa_terseLabel_en-US" xlink:label="lab_us-gaap_DepreciationAndAmortization" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Depreciation expense</link:label>
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    <link:label id="lab_ncmi_CommonUnitsMember_b61409f9-ab31-427d-aca8-79fdddffc51b_terseLabel_en-US" xlink:label="lab_ncmi_CommonUnitsMember" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Common Membership Units [Member]</link:label>
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    <link:label id="lab_ncmi_CommonUnitsMember_documentation_en-US" xlink:label="lab_ncmi_CommonUnitsMember" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Common units.</link:label>
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    <link:label id="lab_us-gaap_AdjustmentsForNewAccountingPronouncementsAxis_8bf26d61-8939-43ea-a588-6950a5efeb9c_terseLabel_en-US" xlink:label="lab_us-gaap_AdjustmentsForNewAccountingPronouncementsAxis" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Adjustments for New Accounting Pronouncements [Axis]</link:label>
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    <link:label id="lab_ncmi_RelatedPartyTRAPaymentCinemark_d9844a05-2d94-4172-837e-0aadc9df51d2_verboseLabel_en-US" xlink:label="lab_ncmi_RelatedPartyTRAPaymentCinemark" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">RelatedPartyTRAPayment,Cinemark</link:label>
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    <link:label id="lab_us-gaap_AccountingStandardsUpdate201602Member_d940f520-2958-4032-961a-9a750d238ba1_terseLabel_en-US" xlink:label="lab_us-gaap_AccountingStandardsUpdate201602Member" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Accounting Standards Update 2016-02 [Member]</link:label>
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    <link:label id="lab_dei_EntityAddressPostalZipCode_f49eb217-6e46-4429-8bef-e64de59b7679_terseLabel_en-US" xlink:label="lab_dei_EntityAddressPostalZipCode" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Entity Address, Postal Zip Code</link:label>
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    <link:label id="lab_us-gaap_DebtInstrumentRedemptionPeriodTwoMember_0e7bd7af-89d3-4623-b34e-2e301a6e1f24_terseLabel_en-US" xlink:label="lab_us-gaap_DebtInstrumentRedemptionPeriodTwoMember" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Prior to August 15, 2021 [Member]</link:label>
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    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_DebtInstrumentRedemptionPeriodTwoMember" xlink:to="lab_us-gaap_DebtInstrumentRedemptionPeriodTwoMember" xlink:type="arc" order="1"/>
    <link:label id="lab_ncmi_NumberOfAdvertisingAgencyGroupsContributingToMoreThanTenPercentOfOutstandingGrossReceivables_4f5f7e22-4a0f-46d7-97d3-d27ea1348c80_terseLabel_en-US" xlink:label="lab_ncmi_NumberOfAdvertisingAgencyGroupsContributingToMoreThanTenPercentOfOutstandingGrossReceivables" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Number of advertising agency groups contributing to more than 10% of outstanding gross receivable balance</link:label>
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    <link:label id="lab_us-gaap_ScheduleOfAvailableForSaleSecuritiesLineItems_95612921-d51c-4e31-98d7-b6fc9aa09a50_terseLabel_en-US" xlink:label="lab_us-gaap_ScheduleOfAvailableForSaleSecuritiesLineItems" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Debt Securities, Available-for-sale [Line Items]</link:label>
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    <link:label id="lab_us-gaap_LongTermDebtCurrent_c3c52144-8732-49a1-b925-44612201b644_negatedTerseLabel_en-US" xlink:label="lab_us-gaap_LongTermDebtCurrent" xlink:role="http://www.xbrl.org/2009/role/negatedTerseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Less: current portion of debt</link:label>
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    <link:label id="lab_ncmi_CommonMembershipUnitsIssuedNetOfUnitsSurrendered_3baa2909-fc2b-4106-b29d-fd51c657d80e_terseLabel_en-US" xlink:label="lab_ncmi_CommonMembershipUnitsIssuedNetOfUnitsSurrendered" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Common membership units issued, net (in shares)</link:label>
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    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_ncmi_RecentlyAdoptedAccountingPronouncementsPolicyTextBlock" xlink:to="lab_ncmi_RecentlyAdoptedAccountingPronouncementsPolicyTextBlock" xlink:type="arc" order="1"/>
    <link:label id="lab_ncmi_NumberOfDaysUtilizedWithinMembershipUnitRedemptionPaymentCalculation_52cc97f1-ad32-42a1-9b52-18a4380052e0_terseLabel_en-US" xlink:label="lab_ncmi_NumberOfDaysUtilizedWithinMembershipUnitRedemptionPaymentCalculation" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Number Of Days Utilized Within Membership Unit Redemption Payment Calculation</link:label>
    <link:label id="lab_ncmi_NumberOfDaysUtilizedWithinMembershipUnitRedemptionPaymentCalculation_label_en-US" xlink:label="lab_ncmi_NumberOfDaysUtilizedWithinMembershipUnitRedemptionPaymentCalculation" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Number Of Days Utilized Within Membership Unit Redemption Payment Calculation</link:label>
    <link:label id="lab_ncmi_NumberOfDaysUtilizedWithinMembershipUnitRedemptionPaymentCalculation_documentation_en-US" xlink:label="lab_ncmi_NumberOfDaysUtilizedWithinMembershipUnitRedemptionPaymentCalculation" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Number of days utilized within membership unit redemption payment calculation.</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_ncmi_NumberOfDaysUtilizedWithinMembershipUnitRedemptionPaymentCalculation" xlink:href="ncmi-20201231.xsd#ncmi_NumberOfDaysUtilizedWithinMembershipUnitRedemptionPaymentCalculation"/>
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    <link:label id="lab_us-gaap_CommonStockSharesIssued_41467081-e183-4607-ad95-341aac823a73_terseLabel_en-US" xlink:label="lab_us-gaap_CommonStockSharesIssued" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Common stock, shares issued (in shares)</link:label>
    <link:label id="lab_us-gaap_CommonStockSharesIssued_label_en-US" xlink:label="lab_us-gaap_CommonStockSharesIssued" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Common Stock, Shares, Issued</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_CommonStockSharesIssued" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_CommonStockSharesIssued"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_CommonStockSharesIssued" xlink:to="lab_us-gaap_CommonStockSharesIssued" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_CashAndCashEquivalentsAtCarryingValue_ebd8c449-8b05-45cf-b2ab-f534c4582042_terseLabel_en-US" xlink:label="lab_us-gaap_CashAndCashEquivalentsAtCarryingValue" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Cash and cash equivalents</link:label>
    <link:label id="lab_us-gaap_CashAndCashEquivalentsAtCarryingValue_label_en-US" xlink:label="lab_us-gaap_CashAndCashEquivalentsAtCarryingValue" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Cash and Cash Equivalents, at Carrying Value</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_CashAndCashEquivalentsAtCarryingValue" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_CashAndCashEquivalentsAtCarryingValue"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_CashAndCashEquivalentsAtCarryingValue" xlink:to="lab_us-gaap_CashAndCashEquivalentsAtCarryingValue" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_OperatingLeaseLiability_1232f3d2-977e-469b-9413-675a06a8f6d8_terseLabel_en-US" xlink:label="lab_us-gaap_OperatingLeaseLiability" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Operating Lease, Liability</link:label>
    <link:label id="lab_us-gaap_OperatingLeaseLiability_label_en-US" xlink:label="lab_us-gaap_OperatingLeaseLiability" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Operating Lease, Liability</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_OperatingLeaseLiability" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_OperatingLeaseLiability"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_OperatingLeaseLiability" xlink:to="lab_us-gaap_OperatingLeaseLiability" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_LongTermDebtNoncurrent_ba213d1c-58d4-461d-b503-7fd83166e585_terseLabel_en-US" xlink:label="lab_us-gaap_LongTermDebtNoncurrent" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Long-term debt, net of debt issuance costs of $8.0 and $9.0, respectively</link:label>
    <link:label id="lab_us-gaap_LongTermDebtNoncurrent_ca2df52f-932b-42a2-beec-2c9939b655f8_totalLabel_en-US" xlink:label="lab_us-gaap_LongTermDebtNoncurrent" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Carrying value of long-term debt</link:label>
    <link:label id="lab_us-gaap_LongTermDebtNoncurrent_label_en-US" xlink:label="lab_us-gaap_LongTermDebtNoncurrent" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Long-term Debt, Excluding Current Maturities</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_LongTermDebtNoncurrent" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_LongTermDebtNoncurrent"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_LongTermDebtNoncurrent" xlink:to="lab_us-gaap_LongTermDebtNoncurrent" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_DebtInstrumentLineItems_f53e7d89-6a9a-44ab-b877-0adee3eb0a5f_terseLabel_en-US" xlink:label="lab_us-gaap_DebtInstrumentLineItems" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Debt Instrument [Line Items]</link:label>
    <link:label id="lab_us-gaap_DebtInstrumentLineItems_label_en-US" xlink:label="lab_us-gaap_DebtInstrumentLineItems" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Debt Instrument [Line Items]</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_DebtInstrumentLineItems" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_DebtInstrumentLineItems"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_DebtInstrumentLineItems" xlink:to="lab_us-gaap_DebtInstrumentLineItems" xlink:type="arc" order="1"/>
    <link:label id="lab_ncmi_LocalAndRegionalAdvertisingRevenueMember_dd60d08d-c150-43fb-b8d3-6b08822240d9_terseLabel_en-US" xlink:label="lab_ncmi_LocalAndRegionalAdvertisingRevenueMember" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Local advertising revenue</link:label>
    <link:label id="lab_ncmi_LocalAndRegionalAdvertisingRevenueMember_label_en-US" xlink:label="lab_ncmi_LocalAndRegionalAdvertisingRevenueMember" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Local And Regional Advertising Revenue [Member]</link:label>
    <link:label id="lab_ncmi_LocalAndRegionalAdvertisingRevenueMember_documentation_en-US" xlink:label="lab_ncmi_LocalAndRegionalAdvertisingRevenueMember" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Local and regional advertising revenue.</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_ncmi_LocalAndRegionalAdvertisingRevenueMember" xlink:href="ncmi-20201231.xsd#ncmi_LocalAndRegionalAdvertisingRevenueMember"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_ncmi_LocalAndRegionalAdvertisingRevenueMember" xlink:to="lab_ncmi_LocalAndRegionalAdvertisingRevenueMember" xlink:type="arc" order="1"/>
    <link:label id="lab_ncmi_ConcentrationOfCreditRiskAsAPercentageOfAccountsReceivable_dd72b6b6-a1ba-47d1-aa9e-4910c3576464_terseLabel_en-US" xlink:label="lab_ncmi_ConcentrationOfCreditRiskAsAPercentageOfAccountsReceivable" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Concentration of credit risk as a percentage of accounts receivable</link:label>
    <link:label id="lab_ncmi_ConcentrationOfCreditRiskAsAPercentageOfAccountsReceivable_label_en-US" xlink:label="lab_ncmi_ConcentrationOfCreditRiskAsAPercentageOfAccountsReceivable" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Concentration of credit risk as a percentage of accounts receivable</link:label>
    <link:label id="lab_ncmi_ConcentrationOfCreditRiskAsAPercentageOfAccountsReceivable_documentation_en-US" xlink:label="lab_ncmi_ConcentrationOfCreditRiskAsAPercentageOfAccountsReceivable" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Concentration of credit risk as a percentage of accounts receivable</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_ncmi_ConcentrationOfCreditRiskAsAPercentageOfAccountsReceivable" xlink:href="ncmi-20201231.xsd#ncmi_ConcentrationOfCreditRiskAsAPercentageOfAccountsReceivable"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_ncmi_ConcentrationOfCreditRiskAsAPercentageOfAccountsReceivable" xlink:to="lab_ncmi_ConcentrationOfCreditRiskAsAPercentageOfAccountsReceivable" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_StockholdersEquity_b22df0c7-1f15-442d-88a2-e8a88c952756_totalLabel_en-US" xlink:label="lab_us-gaap_StockholdersEquity" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Total NCM, Inc. stockholders&#8217; equity/(deficit)</link:label>
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    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_StockholdersEquity" xlink:to="lab_us-gaap_StockholdersEquity" xlink:type="arc" order="1"/>
    <link:label id="lab_dei_EntityAddressCityOrTown_0f387124-b69a-4c57-a480-5d8b2c176d88_terseLabel_en-US" xlink:label="lab_dei_EntityAddressCityOrTown" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Entity Address, City or Town</link:label>
    <link:label id="lab_dei_EntityAddressCityOrTown_label_en-US" xlink:label="lab_dei_EntityAddressCityOrTown" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Entity Address, City or Town</link:label>
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    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_dei_EntityAddressCityOrTown" xlink:to="lab_dei_EntityAddressCityOrTown" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardPlanModificationIncrementalCompensationCost_f9314749-82b9-4e16-8f47-c2599037c7a3_terseLabel_en-US" xlink:label="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardPlanModificationIncrementalCompensationCost" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Share-based compensation expense related to modification of certain former executive equity awards</link:label>
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    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardPlanModificationIncrementalCompensationCost" xlink:to="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardPlanModificationIncrementalCompensationCost" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_EmployeeRelatedLiabilitiesCurrent_4e2c4f49-e5df-4170-bb28-409dc6fdb1b2_terseLabel_en-US" xlink:label="lab_us-gaap_EmployeeRelatedLiabilitiesCurrent" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Accrued payroll and related expenses</link:label>
    <link:label id="lab_us-gaap_EmployeeRelatedLiabilitiesCurrent_label_en-US" xlink:label="lab_us-gaap_EmployeeRelatedLiabilitiesCurrent" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Employee-related Liabilities, Current</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_EmployeeRelatedLiabilitiesCurrent" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_EmployeeRelatedLiabilitiesCurrent"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_EmployeeRelatedLiabilitiesCurrent" xlink:to="lab_us-gaap_EmployeeRelatedLiabilitiesCurrent" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_FairValueByFairValueHierarchyLevelAxis_36ce34c6-20b5-4531-8777-883f417de274_terseLabel_en-US" xlink:label="lab_us-gaap_FairValueByFairValueHierarchyLevelAxis" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Fair Value, Hierarchy</link:label>
    <link:label id="lab_us-gaap_FairValueByFairValueHierarchyLevelAxis_label_en-US" xlink:label="lab_us-gaap_FairValueByFairValueHierarchyLevelAxis" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Fair Value Hierarchy and NAV [Axis]</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_FairValueByFairValueHierarchyLevelAxis" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_FairValueByFairValueHierarchyLevelAxis"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_FairValueByFairValueHierarchyLevelAxis" xlink:to="lab_us-gaap_FairValueByFairValueHierarchyLevelAxis" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_PaymentsToAcquireIntangibleAssets_c1d9e037-2d2c-4248-9f21-1e45a3e5285e_negatedLabel_en-US" xlink:label="lab_us-gaap_PaymentsToAcquireIntangibleAssets" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Payments to Acquire Intangible Assets</link:label>
    <link:label id="lab_us-gaap_PaymentsToAcquireIntangibleAssets_68e38ca4-c55c-48b4-9bd2-833712797934_terseLabel_en-US" xlink:label="lab_us-gaap_PaymentsToAcquireIntangibleAssets" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Purchase of intangible assets from affiliate</link:label>
    <link:label id="lab_us-gaap_PaymentsToAcquireIntangibleAssets_label_en-US" xlink:label="lab_us-gaap_PaymentsToAcquireIntangibleAssets" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Payments to Acquire Intangible Assets</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_PaymentsToAcquireIntangibleAssets" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_PaymentsToAcquireIntangibleAssets"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_PaymentsToAcquireIntangibleAssets" xlink:to="lab_us-gaap_PaymentsToAcquireIntangibleAssets" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_RestrictedStockUnitsRSUMember_41a0aa29-0404-4c6e-89b3-dc03c7542d33_terseLabel_en-US" xlink:label="lab_us-gaap_RestrictedStockUnitsRSUMember" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Restricted Stock Units (RSUs) [Member]</link:label>
    <link:label id="lab_us-gaap_RestrictedStockUnitsRSUMember_label_en-US" xlink:label="lab_us-gaap_RestrictedStockUnitsRSUMember" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Restricted Stock Units (RSUs) [Member]</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_RestrictedStockUnitsRSUMember" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_RestrictedStockUnitsRSUMember"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_RestrictedStockUnitsRSUMember" xlink:to="lab_us-gaap_RestrictedStockUnitsRSUMember" xlink:type="arc" order="1"/>
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    <link:label id="lab_us-gaap_LeasesAbstract_244287cb-f5c8-448b-b4cb-0ed8cad09951_terseLabel_en-US" xlink:label="lab_us-gaap_LeasesAbstract" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Leases [Abstract]</link:label>
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    <link:label id="lab_us-gaap_FairValueMeasurementsRecurringMember_4ba7ea0e-8e3e-46c8-9fa8-dfe6571045ff_terseLabel_en-US" xlink:label="lab_us-gaap_FairValueMeasurementsRecurringMember" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Fair Value, Measurements, Recurring [Member]</link:label>
    <link:label id="lab_us-gaap_FairValueMeasurementsRecurringMember_label_en-US" xlink:label="lab_us-gaap_FairValueMeasurementsRecurringMember" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Fair Value, Recurring [Member]</link:label>
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    <link:label id="lab_ncmi_AgreementWithFoundingMembersRemainingTerm_label_en-US" xlink:label="lab_ncmi_AgreementWithFoundingMembersRemainingTerm" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Agreement With Founding Members, Remaining Term</link:label>
    <link:label id="lab_ncmi_AgreementWithFoundingMembersRemainingTerm_documentation_en-US" xlink:label="lab_ncmi_AgreementWithFoundingMembersRemainingTerm" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Agreement With Founding Members, Remaining Term</link:label>
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    <link:label id="lab_us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsExpirationsInPeriodWeightedAverageExercisePrice_a50b4ae0-0833-4557-9a03-456f69f4c746_terseLabel_en-US" xlink:label="lab_us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsExpirationsInPeriodWeightedAverageExercisePrice" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Weighted average exercise price, Expired (in dollars per share)</link:label>
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    <link:label id="lab_dei_EntityPublicFloat_8dd4bcbb-830a-4e02-ae50-14c0575dae57_terseLabel_en-US" xlink:label="lab_dei_EntityPublicFloat" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Entity Public Float</link:label>
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    <link:label id="lab_ncmi_BarterTransactionRevenueMember_6f9fe2be-716c-4000-ac2d-91b5e351a7c3_terseLabel_en-US" xlink:label="lab_ncmi_BarterTransactionRevenueMember" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Barter Transaction Revenue</link:label>
    <link:label id="lab_ncmi_BarterTransactionRevenueMember_label_en-US" xlink:label="lab_ncmi_BarterTransactionRevenueMember" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Barter Transaction Revenue [Member]</link:label>
    <link:label id="lab_ncmi_BarterTransactionRevenueMember_documentation_en-US" xlink:label="lab_ncmi_BarterTransactionRevenueMember" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Barter Transaction Revenue [Member]</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_ncmi_BarterTransactionRevenueMember" xlink:href="ncmi-20201231.xsd#ncmi_BarterTransactionRevenueMember"/>
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    <link:label id="lab_dei_DocumentType_ee93b954-b9b0-4eff-9bf9-1de3e0aac074_terseLabel_en-US" xlink:label="lab_dei_DocumentType" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Document Type</link:label>
    <link:label id="lab_dei_DocumentType_label_en-US" xlink:label="lab_dei_DocumentType" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Document Type</link:label>
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    <link:label id="lab_ncmi_AdditionalTaxPayments_ea2339b1-b197-4e86-ac4f-2ca957ac48da_terseLabel_en-US" xlink:label="lab_ncmi_AdditionalTaxPayments" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Additional Tax Payments</link:label>
    <link:label id="lab_ncmi_AdditionalTaxPayments_label_en-US" xlink:label="lab_ncmi_AdditionalTaxPayments" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Additional Tax Payments</link:label>
    <link:label id="lab_ncmi_AdditionalTaxPayments_documentation_en-US" xlink:label="lab_ncmi_AdditionalTaxPayments" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Additional Tax Payments</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_ncmi_AdditionalTaxPayments" xlink:href="ncmi-20201231.xsd#ncmi_AdditionalTaxPayments"/>
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    <link:label id="lab_dei_IcfrAuditorAttestationFlag_d79715dd-c631-45a0-9139-177021e2ed0f_terseLabel_en-US" xlink:label="lab_dei_IcfrAuditorAttestationFlag" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">ICFR Auditor Attestation Flag</link:label>
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    <link:label id="lab_us-gaap_OtherNonoperatingIncomeExpense_4bab4ed4-bb1b-44a7-9e30-0c5792fcc902_negatedLabel_en-US" xlink:label="lab_us-gaap_OtherNonoperatingIncomeExpense" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Other non-operating expense (income)</link:label>
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    <link:label id="lab_ncmi_ProceedsFromOperatingLeases_b143dfea-3de9-4054-9c6a-c9dace48a7cb_terseLabel_en-US" xlink:label="lab_ncmi_ProceedsFromOperatingLeases" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Proceeds from lessor on purchases of property, plant, and equipment</link:label>
    <link:label id="lab_ncmi_ProceedsFromOperatingLeases_label_en-US" xlink:label="lab_ncmi_ProceedsFromOperatingLeases" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Proceeds From Operating Leases</link:label>
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    <link:label id="lab_us-gaap_IncreaseDecreaseInAccountsPayableAndAccruedLiabilities_9df9a7c1-381b-43bf-91cf-257179b93013_terseLabel_en-US" xlink:label="lab_us-gaap_IncreaseDecreaseInAccountsPayableAndAccruedLiabilities" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Accounts payable and accrued expenses</link:label>
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    <link:label id="lab_ncmi_AdditionalPaidInCapitalAndAccumulatedDeficitCommonStock_a84a9109-5645-42c2-9b68-340d21e23779_terseLabel_en-US" xlink:label="lab_ncmi_AdditionalPaidInCapitalAndAccumulatedDeficitCommonStock" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Additional paid in capital (deficit)</link:label>
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    <link:label id="lab_us-gaap_PayablesAndAccrualsAbstract_53bc4b45-742f-4652-9ef6-db3b7ccd1c7a_terseLabel_en-US" xlink:label="lab_us-gaap_PayablesAndAccrualsAbstract" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Payables and Accruals [Abstract]</link:label>
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    <link:label id="lab_ncmi_PayableToFoundingMembersUnderTaxSharingAgreementNoncurrent_b7d1e6bb-92ae-444b-be4f-7ca63a8e312b_terseLabel_en-US" xlink:label="lab_ncmi_PayableToFoundingMembersUnderTaxSharingAgreementNoncurrent" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Payable to founding members under the TRA (related party payables of $23.7 and $133.5, respectively)</link:label>
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    <link:label id="lab_ncmi_ShortTermCommercialPaperIndustrialMember_0b0f43e3-0b11-4c2a-9bc0-31d193a8a1c3_terseLabel_en-US" xlink:label="lab_ncmi_ShortTermCommercialPaperIndustrialMember" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Short Term Commercial Paper - Industrial</link:label>
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    <link:label id="lab_us-gaap_StatementBusinessSegmentsAxis_9267d1b5-1164-4769-a3ef-e14218214b4d_terseLabel_en-US" xlink:label="lab_us-gaap_StatementBusinessSegmentsAxis" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Segments [Axis]</link:label>
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    <link:label id="lab_ncmi_ShortTermUSAgencyBondsMember_98a8b96c-ed6b-4cce-8422-cb8ac6218b5b_terseLabel_en-US" xlink:label="lab_ncmi_ShortTermUSAgencyBondsMember" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Short Term U.S. Agency Bonds</link:label>
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    <link:label id="lab_us-gaap_ContractWithCustomerAssetAndLiabilityTableTextBlock_7acf44d5-f7a5-4def-aed0-e4da1d8e13d6_terseLabel_en-US" xlink:label="lab_us-gaap_ContractWithCustomerAssetAndLiabilityTableTextBlock" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Contract with Customer, Asset and Liability</link:label>
    <link:label id="lab_us-gaap_ContractWithCustomerAssetAndLiabilityTableTextBlock_label_en-US" xlink:label="lab_us-gaap_ContractWithCustomerAssetAndLiabilityTableTextBlock" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Contract with Customer, Contract Asset, Contract Liability, and Receivable [Table Text Block]</link:label>
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    <link:label id="lab_us-gaap_NetCashProvidedByUsedInOperatingActivitiesContinuingOperations_157b612d-0571-4483-a173-cf79d57d20c0_totalLabel_en-US" xlink:label="lab_us-gaap_NetCashProvidedByUsedInOperatingActivitiesContinuingOperations" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Net cash provided by operating activities</link:label>
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    <link:label id="lab_us-gaap_VariableRateAxis_cc859056-7870-4fe5-8d7d-1687d053a7d4_terseLabel_en-US" xlink:label="lab_us-gaap_VariableRateAxis" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Variable Rate</link:label>
    <link:label id="lab_us-gaap_VariableRateAxis_label_en-US" xlink:label="lab_us-gaap_VariableRateAxis" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Variable Rate [Axis]</link:label>
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    <link:label id="lab_ncmi_StockIssuedDuingPeriodValueNewIssuesAPIC_e352ee5e-1507-41c7-926d-4a636020fa23_terseLabel_en-US" xlink:label="lab_ncmi_StockIssuedDuingPeriodValueNewIssuesAPIC" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Stock Issued Duing Period, Value, New Issues APIC</link:label>
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    <link:label id="lab_us-gaap_CommitmentsAndContingencies_0efa9ad1-c0ec-437b-becd-62631552bb6a_terseLabel_en-US" xlink:label="lab_us-gaap_CommitmentsAndContingencies" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">COMMITMENTS AND CONTINGENCIES (NOTE 13)</link:label>
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    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_CommitmentsAndContingencies" xlink:to="lab_us-gaap_CommitmentsAndContingencies" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_DefinedContributionPlanMaximumAnnualContributionsPerEmployeePercent_374be391-b07d-4926-bc17-163a85a94f18_terseLabel_en-US" xlink:label="lab_us-gaap_DefinedContributionPlanMaximumAnnualContributionsPerEmployeePercent" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Percent of compensation participants may contribute</link:label>
    <link:label id="lab_us-gaap_DefinedContributionPlanMaximumAnnualContributionsPerEmployeePercent_label_en-US" xlink:label="lab_us-gaap_DefinedContributionPlanMaximumAnnualContributionsPerEmployeePercent" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Defined Contribution Plan, Maximum Annual Contributions Per Employee, Percent</link:label>
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    <link:label id="lab_ncmi_SeniorUnsecuredNotesDueTwoZeroTwoEightMember_0472abe3-6405-4be6-a804-212ef644cfff_terseLabel_en-US" xlink:label="lab_ncmi_SeniorUnsecuredNotesDueTwoZeroTwoEightMember" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Senior Unsecured Notes Due Two Zero Two Eight</link:label>
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    <link:label id="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardAwardVestingPeriod1_8cfe107c-2f7f-4f4d-ad9e-47bc2a1d82ae_terseLabel_en-US" xlink:label="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardAwardVestingPeriod1" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Share-based compensation, vesting period</link:label>
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    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardAwardVestingPeriod1" xlink:to="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardAwardVestingPeriod1" xlink:type="arc" order="1"/>
    <link:label id="lab_ncmi_ConsolidatedNetSeniorSecuredLeverageRatio_adf9c072-e79f-4026-b2d4-f8847f9e8dc0_terseLabel_en-US" xlink:label="lab_ncmi_ConsolidatedNetSeniorSecuredLeverageRatio" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Consolidated Net Senior Secured Leverage Ratio</link:label>
    <link:label id="lab_ncmi_ConsolidatedNetSeniorSecuredLeverageRatio_label_en-US" xlink:label="lab_ncmi_ConsolidatedNetSeniorSecuredLeverageRatio" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Consolidated Net Senior Secured Leverage Ratio</link:label>
    <link:label id="lab_ncmi_ConsolidatedNetSeniorSecuredLeverageRatio_documentation_en-US" xlink:label="lab_ncmi_ConsolidatedNetSeniorSecuredLeverageRatio" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Consolidated Net Senior Secured Leverage Ratio</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_ncmi_ConsolidatedNetSeniorSecuredLeverageRatio" xlink:href="ncmi-20201231.xsd#ncmi_ConsolidatedNetSeniorSecuredLeverageRatio"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_ncmi_ConsolidatedNetSeniorSecuredLeverageRatio" xlink:to="lab_ncmi_ConsolidatedNetSeniorSecuredLeverageRatio" xlink:type="arc" order="1"/>
    <link:label id="lab_dei_EntityAddressStateOrProvince_37fa0d8b-7cf4-444b-8418-f7f53071094e_terseLabel_en-US" xlink:label="lab_dei_EntityAddressStateOrProvince" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Entity Address, State or Province</link:label>
    <link:label id="lab_dei_EntityAddressStateOrProvince_label_en-US" xlink:label="lab_dei_EntityAddressStateOrProvince" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Entity Address, State or Province</link:label>
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    <link:label id="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsVestedInPeriod_609856b0-1812-48c4-9d4b-2520b34070ea_negatedLabel_en-US" xlink:label="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsVestedInPeriod" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Number of restricted shares and restricted stock units, Vested (in shares)</link:label>
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    <link:label id="lab_us-gaap_IncomeTaxReconciliationIncomeTaxExpenseBenefitAtFederalStatutoryIncomeTaxRate_89d5126c-6885-40b1-bace-4bb2b227e000_terseLabel_en-US" xlink:label="lab_us-gaap_IncomeTaxReconciliationIncomeTaxExpenseBenefitAtFederalStatutoryIncomeTaxRate" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Income before income taxes</link:label>
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    <link:label id="lab_us-gaap_AccountsPayableCurrent_9e342e06-5ea1-41ed-8096-687370b31a8b_terseLabel_en-US" xlink:label="lab_us-gaap_AccountsPayableCurrent" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Accounts payable</link:label>
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    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_AccountsPayableCurrent" xlink:to="lab_us-gaap_AccountsPayableCurrent" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_OtherCommitmentsTable_c0be922b-f5af-4475-9020-e7954b52b695_terseLabel_en-US" xlink:label="lab_us-gaap_OtherCommitmentsTable" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Other Commitments [Table]</link:label>
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    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_LongTermDebtMaturitiesRepaymentsOfPrincipalAfterYearFive" xlink:to="lab_us-gaap_LongTermDebtMaturitiesRepaymentsOfPrincipalAfterYearFive" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_RevenueFromContractWithCustomerExcludingAssessedTax_5c4f649f-7727-4c92-9337-adb3900014a4_terseLabel_en-US" xlink:label="lab_us-gaap_RevenueFromContractWithCustomerExcludingAssessedTax" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Revenue (including revenue from related parties of $4.9 and $23.0, respectively)</link:label>
    <link:label id="lab_us-gaap_RevenueFromContractWithCustomerExcludingAssessedTax_2eb5fd3e-1ddb-44e6-a5c0-0cff48a97b82_verboseLabel_en-US" xlink:label="lab_us-gaap_RevenueFromContractWithCustomerExcludingAssessedTax" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Revenue</link:label>
    <link:label id="lab_us-gaap_RevenueFromContractWithCustomerExcludingAssessedTax_label_en-US" xlink:label="lab_us-gaap_RevenueFromContractWithCustomerExcludingAssessedTax" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Revenue from Contract with Customer, Excluding Assessed Tax</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_RevenueFromContractWithCustomerExcludingAssessedTax" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_RevenueFromContractWithCustomerExcludingAssessedTax"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_RevenueFromContractWithCustomerExcludingAssessedTax" xlink:to="lab_us-gaap_RevenueFromContractWithCustomerExcludingAssessedTax" xlink:type="arc" order="1"/>
    <link:label id="lab_ncmi_AchievementOfPercentageInPerformanceBasedRestrictedStock_e783c953-b24f-423f-bc65-cbf834854226_terseLabel_en-US" xlink:label="lab_ncmi_AchievementOfPercentageInPerformanceBasedRestrictedStock" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Achievement of percentage in performance based restricted stock</link:label>
    <link:label id="lab_ncmi_AchievementOfPercentageInPerformanceBasedRestrictedStock_label_en-US" xlink:label="lab_ncmi_AchievementOfPercentageInPerformanceBasedRestrictedStock" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Achievement Of Percentage In Performance Based Restricted Stock</link:label>
    <link:label id="lab_ncmi_AchievementOfPercentageInPerformanceBasedRestrictedStock_documentation_en-US" xlink:label="lab_ncmi_AchievementOfPercentageInPerformanceBasedRestrictedStock" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Achievement of percentage in performance based restricted stock.</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_ncmi_AchievementOfPercentageInPerformanceBasedRestrictedStock" xlink:href="ncmi-20201231.xsd#ncmi_AchievementOfPercentageInPerformanceBasedRestrictedStock"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_ncmi_AchievementOfPercentageInPerformanceBasedRestrictedStock" xlink:to="lab_ncmi_AchievementOfPercentageInPerformanceBasedRestrictedStock" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_DividendsPayableAmountPerShare_0da3167b-5e56-446e-887d-eac51591b162_terseLabel_en-US" xlink:label="lab_us-gaap_DividendsPayableAmountPerShare" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Cash dividends declared, per share</link:label>
    <link:label id="lab_us-gaap_DividendsPayableAmountPerShare_label_en-US" xlink:label="lab_us-gaap_DividendsPayableAmountPerShare" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Dividends Payable, Amount Per Share</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_DividendsPayableAmountPerShare" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_DividendsPayableAmountPerShare"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_DividendsPayableAmountPerShare" xlink:to="lab_us-gaap_DividendsPayableAmountPerShare" xlink:type="arc" order="1"/>
    <link:label id="lab_ncmi_RevenueGuaranteePeriod_8a7893be-873f-4436-ba7e-b377d3752333_terseLabel_en-US" xlink:label="lab_ncmi_RevenueGuaranteePeriod" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Range of terms, in years</link:label>
    <link:label id="lab_ncmi_RevenueGuaranteePeriod_label_en-US" xlink:label="lab_ncmi_RevenueGuaranteePeriod" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Revenue Guarantee Period</link:label>
    <link:label id="lab_ncmi_RevenueGuaranteePeriod_documentation_en-US" xlink:label="lab_ncmi_RevenueGuaranteePeriod" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Revenue guarantee period.</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_ncmi_RevenueGuaranteePeriod" xlink:href="ncmi-20201231.xsd#ncmi_RevenueGuaranteePeriod"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_ncmi_RevenueGuaranteePeriod" xlink:to="lab_ncmi_RevenueGuaranteePeriod" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_GainLossOnTerminationOfLease_de2f870c-465f-446b-89eb-b230ce8ea13c_negatedLabel_en-US" xlink:label="lab_us-gaap_GainLossOnTerminationOfLease" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Expense for early lease termination fee</link:label>
    <link:label id="lab_us-gaap_GainLossOnTerminationOfLease_label_en-US" xlink:label="lab_us-gaap_GainLossOnTerminationOfLease" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Gain (Loss) on Termination of Lease</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_GainLossOnTerminationOfLease" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_GainLossOnTerminationOfLease"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_GainLossOnTerminationOfLease" xlink:to="lab_us-gaap_GainLossOnTerminationOfLease" xlink:type="arc" order="1"/>
    <link:label id="lab_ncmi_CreditFacilityAvailabilityCompliance_eb287ab3-207a-4df4-bbeb-880b0322b16f_terseLabel_en-US" xlink:label="lab_ncmi_CreditFacilityAvailabilityCompliance" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Credit Facility Availability Compliance</link:label>
    <link:label id="lab_ncmi_CreditFacilityAvailabilityCompliance_label_en-US" xlink:label="lab_ncmi_CreditFacilityAvailabilityCompliance" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Credit Facility Availability Compliance</link:label>
    <link:label id="lab_ncmi_CreditFacilityAvailabilityCompliance_documentation_en-US" xlink:label="lab_ncmi_CreditFacilityAvailabilityCompliance" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Credit Facility Availability Compliance</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_ncmi_CreditFacilityAvailabilityCompliance" xlink:href="ncmi-20201231.xsd#ncmi_CreditFacilityAvailabilityCompliance"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_ncmi_CreditFacilityAvailabilityCompliance" xlink:to="lab_ncmi_CreditFacilityAvailabilityCompliance" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_ProceedsFromLongTermLinesOfCredit_94933cae-5d31-4518-8d80-45aa3a6ea7aa_terseLabel_en-US" xlink:label="lab_us-gaap_ProceedsFromLongTermLinesOfCredit" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Proceeds from revolving credit facility</link:label>
    <link:label id="lab_us-gaap_ProceedsFromLongTermLinesOfCredit_label_en-US" xlink:label="lab_us-gaap_ProceedsFromLongTermLinesOfCredit" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Proceeds from Long-term Lines of Credit</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_ProceedsFromLongTermLinesOfCredit" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_ProceedsFromLongTermLinesOfCredit"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_ProceedsFromLongTermLinesOfCredit" xlink:to="lab_us-gaap_ProceedsFromLongTermLinesOfCredit" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_InterestPayableCurrent_ba31f64f-97d6-4418-a661-33c42e54d017_terseLabel_en-US" xlink:label="lab_us-gaap_InterestPayableCurrent" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Accrued interest</link:label>
    <link:label id="lab_us-gaap_InterestPayableCurrent_label_en-US" xlink:label="lab_us-gaap_InterestPayableCurrent" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Interest Payable, Current</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_InterestPayableCurrent" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_InterestPayableCurrent"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_InterestPayableCurrent" xlink:to="lab_us-gaap_InterestPayableCurrent" xlink:type="arc" order="1"/>
    <link:label id="lab_dei_EntityVoluntaryFilers_5ef45b9e-d9db-4271-bb18-cfea79bde31c_terseLabel_en-US" xlink:label="lab_dei_EntityVoluntaryFilers" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Entity Voluntary Filers</link:label>
    <link:label id="lab_dei_EntityVoluntaryFilers_label_en-US" xlink:label="lab_dei_EntityVoluntaryFilers" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Entity Voluntary Filers</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_dei_EntityVoluntaryFilers" xlink:href="https://xbrl.sec.gov/dei/2020/dei-2020-01-31.xsd#dei_EntityVoluntaryFilers"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_dei_EntityVoluntaryFilers" xlink:to="lab_dei_EntityVoluntaryFilers" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_TaxCreditCarryforwardAxis_287de6a8-2646-4653-9aa9-05253d9dad6b_terseLabel_en-US" xlink:label="lab_us-gaap_TaxCreditCarryforwardAxis" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Tax Credit Carryforward [Axis]</link:label>
    <link:label id="lab_us-gaap_TaxCreditCarryforwardAxis_label_en-US" xlink:label="lab_us-gaap_TaxCreditCarryforwardAxis" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Tax Credit Carryforward [Axis]</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_TaxCreditCarryforwardAxis" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_TaxCreditCarryforwardAxis"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_TaxCreditCarryforwardAxis" xlink:to="lab_us-gaap_TaxCreditCarryforwardAxis" xlink:type="arc" order="1"/>
    <link:label id="lab_ncmi_AmountsDueToFromFoundingMembersPolicyTextBlock_4a5c20da-2657-46bd-80d9-c5f3aa27292b_terseLabel_en-US" xlink:label="lab_ncmi_AmountsDueToFromFoundingMembersPolicyTextBlock" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Amounts Due to/from Founding Members</link:label>
    <link:label id="lab_ncmi_AmountsDueToFromFoundingMembersPolicyTextBlock_label_en-US" xlink:label="lab_ncmi_AmountsDueToFromFoundingMembersPolicyTextBlock" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Amounts Due To From Founding Members Policy [Text Block]</link:label>
    <link:label id="lab_ncmi_AmountsDueToFromFoundingMembersPolicyTextBlock_documentation_en-US" xlink:label="lab_ncmi_AmountsDueToFromFoundingMembersPolicyTextBlock" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Amounts due to from founding members.</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_ncmi_AmountsDueToFromFoundingMembersPolicyTextBlock" xlink:href="ncmi-20201231.xsd#ncmi_AmountsDueToFromFoundingMembersPolicyTextBlock"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_ncmi_AmountsDueToFromFoundingMembersPolicyTextBlock" xlink:to="lab_ncmi_AmountsDueToFromFoundingMembersPolicyTextBlock" xlink:type="arc" order="1"/>
    <link:label id="lab_ncmi_CovenantDuringWaiverMaxMember_432fc381-4314-49ab-8c5c-e7c1a6ce48f9_terseLabel_en-US" xlink:label="lab_ncmi_CovenantDuringWaiverMaxMember" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Covenant During Waiver Max [Member]</link:label>
    <link:label id="lab_ncmi_CovenantDuringWaiverMaxMember_label_en-US" xlink:label="lab_ncmi_CovenantDuringWaiverMaxMember" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Covenant During Waiver Max [Member]</link:label>
    <link:label id="lab_ncmi_CovenantDuringWaiverMaxMember_documentation_en-US" xlink:label="lab_ncmi_CovenantDuringWaiverMaxMember" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Covenant During Waiver Max</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_ncmi_CovenantDuringWaiverMaxMember" xlink:href="ncmi-20201231.xsd#ncmi_CovenantDuringWaiverMaxMember"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_ncmi_CovenantDuringWaiverMaxMember" xlink:to="lab_ncmi_CovenantDuringWaiverMaxMember" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_CreditFacilityAxis_c8a62b72-83cd-4499-bc88-885858ae3dfc_terseLabel_en-US" xlink:label="lab_us-gaap_CreditFacilityAxis" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Credit Facility</link:label>
    <link:label id="lab_us-gaap_CreditFacilityAxis_label_en-US" xlink:label="lab_us-gaap_CreditFacilityAxis" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Credit Facility [Axis]</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_CreditFacilityAxis" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_CreditFacilityAxis"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_CreditFacilityAxis" xlink:to="lab_us-gaap_CreditFacilityAxis" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_DebtInstrumentFairValue_1251fdaa-c6da-4f59-aa22-bcd33ec3f73b_terseLabel_en-US" xlink:label="lab_us-gaap_DebtInstrumentFairValue" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Debt Instrument</link:label>
    <link:label id="lab_us-gaap_DebtInstrumentFairValue_label_en-US" xlink:label="lab_us-gaap_DebtInstrumentFairValue" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Debt Instrument, Fair Value Disclosure</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_DebtInstrumentFairValue" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_DebtInstrumentFairValue"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_DebtInstrumentFairValue" xlink:to="lab_us-gaap_DebtInstrumentFairValue" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_PreferredStockSharesIssued_745b84c5-eab3-44be-89c1-25264179312e_terseLabel_en-US" xlink:label="lab_us-gaap_PreferredStockSharesIssued" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Preferred stock, shares issued (in shares)</link:label>
    <link:label id="lab_us-gaap_PreferredStockSharesIssued_label_en-US" xlink:label="lab_us-gaap_PreferredStockSharesIssued" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Preferred Stock, Shares Issued</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_PreferredStockSharesIssued" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_PreferredStockSharesIssued"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_PreferredStockSharesIssued" xlink:to="lab_us-gaap_PreferredStockSharesIssued" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_USGovernmentAgenciesDebtSecuritiesMember_22cc16e2-ebae-4f9a-a416-aecad7f8485a_terseLabel_en-US" xlink:label="lab_us-gaap_USGovernmentAgenciesDebtSecuritiesMember" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">U.S. Government Agency Bonds</link:label>
    <link:label id="lab_us-gaap_USGovernmentAgenciesDebtSecuritiesMember_label_en-US" xlink:label="lab_us-gaap_USGovernmentAgenciesDebtSecuritiesMember" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">US Government Agencies Debt Securities [Member]</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_USGovernmentAgenciesDebtSecuritiesMember" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_USGovernmentAgenciesDebtSecuritiesMember"/>
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    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_dei_Security12bTitle" xlink:to="lab_dei_Security12bTitle" xlink:type="arc" order="1"/>
    <link:label id="lab_ncmi_ChangeOfControlMember_f651db78-5f47-41b7-9896-64240e970e48_terseLabel_en-US" xlink:label="lab_ncmi_ChangeOfControlMember" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Change of Control</link:label>
    <link:label id="lab_ncmi_ChangeOfControlMember_label_en-US" xlink:label="lab_ncmi_ChangeOfControlMember" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Change Of Control [Member]</link:label>
    <link:label id="lab_ncmi_ChangeOfControlMember_documentation_en-US" xlink:label="lab_ncmi_ChangeOfControlMember" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Change of control.</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_ncmi_ChangeOfControlMember" xlink:href="ncmi-20201231.xsd#ncmi_ChangeOfControlMember"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_ncmi_ChangeOfControlMember" xlink:to="lab_ncmi_ChangeOfControlMember" xlink:type="arc" order="1"/>
    <link:label id="lab_ncmi_PayableToFoundingMembersUnderTaxSharingAgreementCurrent_4acadb16-22bd-4041-9c9b-873847fa2147_terseLabel_en-US" xlink:label="lab_ncmi_PayableToFoundingMembersUnderTaxSharingAgreementCurrent" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Payable to founding members under the TRA (related party payables of $0.6 and $10.3, respectively)</link:label>
    <link:label id="lab_ncmi_PayableToFoundingMembersUnderTaxSharingAgreementCurrent_86d86b69-49d0-4447-9624-42018b45f2d5_verboseLabel_en-US" xlink:label="lab_ncmi_PayableToFoundingMembersUnderTaxSharingAgreementCurrent" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Current payable to founding members under tax receivable agreement</link:label>
    <link:label id="lab_ncmi_PayableToFoundingMembersUnderTaxSharingAgreementCurrent_label_en-US" xlink:label="lab_ncmi_PayableToFoundingMembersUnderTaxSharingAgreementCurrent" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Payable To Founding Members Under Tax Sharing Agreement Current</link:label>
    <link:label id="lab_ncmi_PayableToFoundingMembersUnderTaxSharingAgreementCurrent_documentation_en-US" xlink:label="lab_ncmi_PayableToFoundingMembersUnderTaxSharingAgreementCurrent" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Payable to founding members under tax sharing agreement, current.</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_ncmi_PayableToFoundingMembersUnderTaxSharingAgreementCurrent" xlink:href="ncmi-20201231.xsd#ncmi_PayableToFoundingMembersUnderTaxSharingAgreementCurrent"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_ncmi_PayableToFoundingMembersUnderTaxSharingAgreementCurrent" xlink:to="lab_ncmi_PayableToFoundingMembersUnderTaxSharingAgreementCurrent" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_ScheduleOfAccruedLiabilitiesTableTextBlock_8b874cf1-bb65-4bab-ac21-a319c5784814_terseLabel_en-US" xlink:label="lab_us-gaap_ScheduleOfAccruedLiabilitiesTableTextBlock" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Schedule Of Accrued Expenses</link:label>
    <link:label id="lab_us-gaap_ScheduleOfAccruedLiabilitiesTableTextBlock_label_en-US" xlink:label="lab_us-gaap_ScheduleOfAccruedLiabilitiesTableTextBlock" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Schedule of Accrued Liabilities [Table Text Block]</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_ScheduleOfAccruedLiabilitiesTableTextBlock" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_ScheduleOfAccruedLiabilitiesTableTextBlock"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_ScheduleOfAccruedLiabilitiesTableTextBlock" xlink:to="lab_us-gaap_ScheduleOfAccruedLiabilitiesTableTextBlock" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_FiniteLivedIntangibleAssetsNet_3608bd16-d82f-41c4-b9a2-34fd9b20e292_terseLabel_en-US" xlink:label="lab_us-gaap_FiniteLivedIntangibleAssetsNet" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Intangible assets, net of accumulated amortization of $223.0 and $198.9, respectively</link:label>
    <link:label id="lab_us-gaap_FiniteLivedIntangibleAssetsNet_5879beae-09df-4dfb-86f8-0aef706d64b8_verboseLabel_en-US" xlink:label="lab_us-gaap_FiniteLivedIntangibleAssetsNet" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Intangible assets, net of accumulated amortization</link:label>
    <link:label id="lab_us-gaap_FiniteLivedIntangibleAssetsNet_5382df91-9935-4dde-b1bc-bb5ae9c37bbb_periodStartLabel_en-US" xlink:label="lab_us-gaap_FiniteLivedIntangibleAssetsNet" xlink:role="http://www.xbrl.org/2003/role/periodStartLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Total intangible assets, net, beginning balance</link:label>
    <link:label id="lab_us-gaap_FiniteLivedIntangibleAssetsNet_3cd16e0a-b4e8-4c73-a75e-84ac9330c020_periodEndLabel_en-US" xlink:label="lab_us-gaap_FiniteLivedIntangibleAssetsNet" xlink:role="http://www.xbrl.org/2003/role/periodEndLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Total intangible assets, net, ending balance</link:label>
    <link:label id="lab_us-gaap_FiniteLivedIntangibleAssetsNet_label_en-US" xlink:label="lab_us-gaap_FiniteLivedIntangibleAssetsNet" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Finite-Lived Intangible Assets, Net</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_FiniteLivedIntangibleAssetsNet" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_FiniteLivedIntangibleAssetsNet"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_FiniteLivedIntangibleAssetsNet" xlink:to="lab_us-gaap_FiniteLivedIntangibleAssetsNet" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsGrantsInPeriodWeightedAverageGrantDateFairValue_b426f969-f0c7-4525-9747-ecace35335ca_verboseLabel_en-US" xlink:label="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsGrantsInPeriodWeightedAverageGrantDateFairValue" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Weighted average grant date fair value of granted options</link:label>
    <link:label id="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsGrantsInPeriodWeightedAverageGrantDateFairValue_49cc213f-a661-46c9-9a61-5459d5428de1_terseLabel_en-US" xlink:label="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsGrantsInPeriodWeightedAverageGrantDateFairValue" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Share-based Compensation Arrangement by Share-based Payment Award, Options, Grants in Period, Weighted Average Grant Date Fair Value</link:label>
    <link:label id="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsGrantsInPeriodWeightedAverageGrantDateFairValue_label_en-US" xlink:label="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsGrantsInPeriodWeightedAverageGrantDateFairValue" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Share-based Compensation Arrangement by Share-based Payment Award, Options, Grants in Period, Weighted Average Grant Date Fair Value</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsGrantsInPeriodWeightedAverageGrantDateFairValue" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsGrantsInPeriodWeightedAverageGrantDateFairValue"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsGrantsInPeriodWeightedAverageGrantDateFairValue" xlink:to="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsGrantsInPeriodWeightedAverageGrantDateFairValue" xlink:type="arc" order="1"/>
    <link:label id="lab_ncmi_EffectiveIncomeTaxRateReconciliationExecutiveCompensationAmount_a4df8b79-fb12-45a7-9f7a-a59afe3df490_terseLabel_en-US" xlink:label="lab_ncmi_EffectiveIncomeTaxRateReconciliationExecutiveCompensationAmount" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Executive compensation</link:label>
    <link:label id="lab_ncmi_EffectiveIncomeTaxRateReconciliationExecutiveCompensationAmount_label_en-US" xlink:label="lab_ncmi_EffectiveIncomeTaxRateReconciliationExecutiveCompensationAmount" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Effective Income Tax Rate Reconciliation, Executive Compensation, Amount</link:label>
    <link:label id="lab_ncmi_EffectiveIncomeTaxRateReconciliationExecutiveCompensationAmount_documentation_en-US" xlink:label="lab_ncmi_EffectiveIncomeTaxRateReconciliationExecutiveCompensationAmount" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Effective Income Tax Rate Reconciliation, Executive Compensation, Amount</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_ncmi_EffectiveIncomeTaxRateReconciliationExecutiveCompensationAmount" xlink:href="ncmi-20201231.xsd#ncmi_EffectiveIncomeTaxRateReconciliationExecutiveCompensationAmount"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_ncmi_EffectiveIncomeTaxRateReconciliationExecutiveCompensationAmount" xlink:to="lab_ncmi_EffectiveIncomeTaxRateReconciliationExecutiveCompensationAmount" xlink:type="arc" order="1"/>
    <link:label id="lab_srt_ScenarioPreviouslyReportedMember_2146cfcd-2c32-417d-a56b-ac851f710e48_terseLabel_en-US" xlink:label="lab_srt_ScenarioPreviouslyReportedMember" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">As Reported</link:label>
    <link:label id="lab_srt_ScenarioPreviouslyReportedMember_label_en-US" xlink:label="lab_srt_ScenarioPreviouslyReportedMember" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Previously Reported [Member]</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_srt_ScenarioPreviouslyReportedMember" xlink:href="http://xbrl.fasb.org/srt/2020/elts/srt-2020-01-31.xsd#srt_ScenarioPreviouslyReportedMember"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_srt_ScenarioPreviouslyReportedMember" xlink:to="lab_srt_ScenarioPreviouslyReportedMember" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_ResearchMember_23503bb5-deb1-46b4-9eb4-38438c719b7e_terseLabel_en-US" xlink:label="lab_us-gaap_ResearchMember" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Research And Experimentation Tax Credit Carryforward</link:label>
    <link:label id="lab_us-gaap_ResearchMember_label_en-US" xlink:label="lab_us-gaap_ResearchMember" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Research Tax Credit Carryforward [Member]</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_ResearchMember" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_ResearchMember"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_ResearchMember" xlink:to="lab_us-gaap_ResearchMember" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_ScheduleOfComponentsOfIncomeTaxExpenseBenefitTableTextBlock_52491c08-f5df-48e5-a4ae-0c3d83b29542_terseLabel_en-US" xlink:label="lab_us-gaap_ScheduleOfComponentsOfIncomeTaxExpenseBenefitTableTextBlock" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Schedule of Components of Income Tax Expense</link:label>
    <link:label id="lab_us-gaap_ScheduleOfComponentsOfIncomeTaxExpenseBenefitTableTextBlock_label_en-US" xlink:label="lab_us-gaap_ScheduleOfComponentsOfIncomeTaxExpenseBenefitTableTextBlock" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Schedule of Components of Income Tax Expense (Benefit) [Table Text Block]</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_ScheduleOfComponentsOfIncomeTaxExpenseBenefitTableTextBlock" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_ScheduleOfComponentsOfIncomeTaxExpenseBenefitTableTextBlock"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_ScheduleOfComponentsOfIncomeTaxExpenseBenefitTableTextBlock" xlink:to="lab_us-gaap_ScheduleOfComponentsOfIncomeTaxExpenseBenefitTableTextBlock" xlink:type="arc" order="1"/>
    <link:label id="lab_srt_ProductOrServiceAxis_1cf24feb-75ea-4a7e-9102-be7af3345e70_terseLabel_en-US" xlink:label="lab_srt_ProductOrServiceAxis" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Product and Service [Axis]</link:label>
    <link:label id="lab_srt_ProductOrServiceAxis_label_en-US" xlink:label="lab_srt_ProductOrServiceAxis" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Product and Service [Axis]</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_srt_ProductOrServiceAxis" xlink:href="http://xbrl.fasb.org/srt/2020/elts/srt-2020-01-31.xsd#srt_ProductOrServiceAxis"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_srt_ProductOrServiceAxis" xlink:to="lab_srt_ProductOrServiceAxis" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_InvestmentTypeAxis_59997adc-467b-447a-8835-3749d6e96092_terseLabel_en-US" xlink:label="lab_us-gaap_InvestmentTypeAxis" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Investment Type</link:label>
    <link:label id="lab_us-gaap_InvestmentTypeAxis_label_en-US" xlink:label="lab_us-gaap_InvestmentTypeAxis" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Investment Type [Axis]</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_InvestmentTypeAxis" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_InvestmentTypeAxis"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_InvestmentTypeAxis" xlink:to="lab_us-gaap_InvestmentTypeAxis" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_EmployeeServiceShareBasedCompensationNonvestedAwardsTotalCompensationCostNotYetRecognizedPeriodForRecognition1_e740dd22-b53b-463c-806f-41fb69d39a2a_terseLabel_en-US" xlink:label="lab_us-gaap_EmployeeServiceShareBasedCompensationNonvestedAwardsTotalCompensationCostNotYetRecognizedPeriodForRecognition1" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Weighted average remaining period over which unrecognized compensation costs will be recognized</link:label>
    <link:label id="lab_us-gaap_EmployeeServiceShareBasedCompensationNonvestedAwardsTotalCompensationCostNotYetRecognizedPeriodForRecognition1_label_en-US" xlink:label="lab_us-gaap_EmployeeServiceShareBasedCompensationNonvestedAwardsTotalCompensationCostNotYetRecognizedPeriodForRecognition1" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Share-based Payment Arrangement, Nonvested Award, Cost Not yet Recognized, Period for Recognition</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_EmployeeServiceShareBasedCompensationNonvestedAwardsTotalCompensationCostNotYetRecognizedPeriodForRecognition1" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_EmployeeServiceShareBasedCompensationNonvestedAwardsTotalCompensationCostNotYetRecognizedPeriodForRecognition1"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_EmployeeServiceShareBasedCompensationNonvestedAwardsTotalCompensationCostNotYetRecognizedPeriodForRecognition1" xlink:to="lab_us-gaap_EmployeeServiceShareBasedCompensationNonvestedAwardsTotalCompensationCostNotYetRecognizedPeriodForRecognition1" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_LongTermDebtMaturitiesRepaymentsOfPrincipalInYearTwo_eeb808f1-66c1-49ea-86ea-a498f731dc2c_terseLabel_en-US" xlink:label="lab_us-gaap_LongTermDebtMaturitiesRepaymentsOfPrincipalInYearTwo" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">2020</link:label>
    <link:label id="lab_us-gaap_LongTermDebtMaturitiesRepaymentsOfPrincipalInYearTwo_label_en-US" xlink:label="lab_us-gaap_LongTermDebtMaturitiesRepaymentsOfPrincipalInYearTwo" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Long-Term Debt, Maturity, Year Two</link:label>
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    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_LongTermDebtMaturitiesRepaymentsOfPrincipalInYearTwo" xlink:to="lab_us-gaap_LongTermDebtMaturitiesRepaymentsOfPrincipalInYearTwo" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_TaxYear2016Member_c23988f5-426c-436d-90f3-8e34d273f850_terseLabel_en-US" xlink:label="lab_us-gaap_TaxYear2016Member" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Tax Year 2016</link:label>
    <link:label id="lab_us-gaap_TaxYear2016Member_label_en-US" xlink:label="lab_us-gaap_TaxYear2016Member" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Tax Year 2016 [Member]</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_TaxYear2016Member" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_TaxYear2016Member"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_TaxYear2016Member" xlink:to="lab_us-gaap_TaxYear2016Member" xlink:type="arc" order="1"/>
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    <link:label id="lab_us-gaap_DomesticCountryMember_fa2a4b45-84f4-4c48-9d2a-bf657bd059ba_terseLabel_en-US" xlink:label="lab_us-gaap_DomesticCountryMember" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Federal</link:label>
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    <link:label id="lab_ncmi_AdjustmentToAdditionalPaidInCapitalDueToDeferredTaxAssetLiability_254824db-ab37-49bf-9f20-eeb1a734b39c_negatedLabel_en-US" xlink:label="lab_ncmi_AdjustmentToAdditionalPaidInCapitalDueToDeferredTaxAssetLiability" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Net reduction to additional paid in capital</link:label>
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    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_LongTermDebt" xlink:to="lab_us-gaap_LongTermDebt" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_IncreaseDecreaseInContractWithCustomerLiability_5b1a495b-c858-44f2-87fd-ac053e81750b_terseLabel_en-US" xlink:label="lab_us-gaap_IncreaseDecreaseInContractWithCustomerLiability" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Deferred revenue</link:label>
    <link:label id="lab_us-gaap_IncreaseDecreaseInContractWithCustomerLiability_label_en-US" xlink:label="lab_us-gaap_IncreaseDecreaseInContractWithCustomerLiability" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Increase (Decrease) in Contract with Customer, Liability</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_IncreaseDecreaseInContractWithCustomerLiability" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_IncreaseDecreaseInContractWithCustomerLiability"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_IncreaseDecreaseInContractWithCustomerLiability" xlink:to="lab_us-gaap_IncreaseDecreaseInContractWithCustomerLiability" xlink:type="arc" order="1"/>
    <link:label id="lab_ncmi_LengthOfOnScreenAdvertisingTimeWhichFoundingMembersPurchased_9e3174cc-b74f-4c8d-acf0-4b89350d771a_terseLabel_en-US" xlink:label="lab_ncmi_LengthOfOnScreenAdvertisingTimeWhichFoundingMembersPurchased" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">On-screen advertising time purchased, in seconds</link:label>
    <link:label id="lab_ncmi_LengthOfOnScreenAdvertisingTimeWhichFoundingMembersPurchased_label_en-US" xlink:label="lab_ncmi_LengthOfOnScreenAdvertisingTimeWhichFoundingMembersPurchased" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Length Of On Screen Advertising Time Which Founding Members Purchased</link:label>
    <link:label id="lab_ncmi_LengthOfOnScreenAdvertisingTimeWhichFoundingMembersPurchased_documentation_en-US" xlink:label="lab_ncmi_LengthOfOnScreenAdvertisingTimeWhichFoundingMembersPurchased" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Length of on screen advertising time which founding members purchased.</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_ncmi_LengthOfOnScreenAdvertisingTimeWhichFoundingMembersPurchased" xlink:href="ncmi-20201231.xsd#ncmi_LengthOfOnScreenAdvertisingTimeWhichFoundingMembersPurchased"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_ncmi_LengthOfOnScreenAdvertisingTimeWhichFoundingMembersPurchased" xlink:to="lab_ncmi_LengthOfOnScreenAdvertisingTimeWhichFoundingMembersPurchased" xlink:type="arc" order="1"/>
    <link:label id="lab_ncmi_CommonMembershipUnitsSurrenderedToCompensateForLostOperatingIncomeForTransferredTheaters_3c6849c6-790f-4f1c-b811-eae54f4b40fd_terseLabel_en-US" xlink:label="lab_ncmi_CommonMembershipUnitsSurrenderedToCompensateForLostOperatingIncomeForTransferredTheaters" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Common membership units surrendered to compensate for lost operating income (in shares)</link:label>
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    <link:label id="lab_ncmi_CommonMembershipUnitsSurrenderedToCompensateForLostOperatingIncomeForTransferredTheaters_documentation_en-US" xlink:label="lab_ncmi_CommonMembershipUnitsSurrenderedToCompensateForLostOperatingIncomeForTransferredTheaters" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Common membership units surrendered to compensate for lost operating income for transferred theaters.</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_ncmi_CommonMembershipUnitsSurrenderedToCompensateForLostOperatingIncomeForTransferredTheaters" xlink:href="ncmi-20201231.xsd#ncmi_CommonMembershipUnitsSurrenderedToCompensateForLostOperatingIncomeForTransferredTheaters"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_ncmi_CommonMembershipUnitsSurrenderedToCompensateForLostOperatingIncomeForTransferredTheaters" xlink:to="lab_ncmi_CommonMembershipUnitsSurrenderedToCompensateForLostOperatingIncomeForTransferredTheaters" xlink:type="arc" order="1"/>
    <link:label id="lab_ncmi_ProceedsFromRestrictedStock_9d2154c7-f56a-4446-acc5-4322660799ed_terseLabel_en-US" xlink:label="lab_ncmi_ProceedsFromRestrictedStock" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Proceeds from restricted cash</link:label>
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    <link:label id="lab_ncmi_ProceedsFromRestrictedStock_documentation_en-US" xlink:label="lab_ncmi_ProceedsFromRestrictedStock" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Proceeds From Restricted Stock</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_ncmi_ProceedsFromRestrictedStock" xlink:href="ncmi-20201231.xsd#ncmi_ProceedsFromRestrictedStock"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_ncmi_ProceedsFromRestrictedStock" xlink:to="lab_ncmi_ProceedsFromRestrictedStock" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_DistributionsMadeToLimitedLiabilityCompanyLlcMemberByDistributionTableTextBlock_fd4a1c20-456d-4f86-bbf1-25eb4f4bf577_terseLabel_en-US" xlink:label="lab_us-gaap_DistributionsMadeToLimitedLiabilityCompanyLlcMemberByDistributionTableTextBlock" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Schedule of Mandatory Distributions to Members</link:label>
    <link:label id="lab_us-gaap_DistributionsMadeToLimitedLiabilityCompanyLlcMemberByDistributionTableTextBlock_label_en-US" xlink:label="lab_us-gaap_DistributionsMadeToLimitedLiabilityCompanyLlcMemberByDistributionTableTextBlock" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Distributions Made to Limited Liability Company (LLC) Member, by Distribution [Table Text Block]</link:label>
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    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_DistributionsMadeToLimitedLiabilityCompanyLlcMemberByDistributionTableTextBlock" xlink:to="lab_us-gaap_DistributionsMadeToLimitedLiabilityCompanyLlcMemberByDistributionTableTextBlock" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_ConcentrationRiskByBenchmarkAxis_5d499e0d-be5c-4db9-8480-d5fb389c837b_terseLabel_en-US" xlink:label="lab_us-gaap_ConcentrationRiskByBenchmarkAxis" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Concentration Risk Benchmark</link:label>
    <link:label id="lab_us-gaap_ConcentrationRiskByBenchmarkAxis_label_en-US" xlink:label="lab_us-gaap_ConcentrationRiskByBenchmarkAxis" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Concentration Risk Benchmark [Axis]</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_ConcentrationRiskByBenchmarkAxis" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_ConcentrationRiskByBenchmarkAxis"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_ConcentrationRiskByBenchmarkAxis" xlink:to="lab_us-gaap_ConcentrationRiskByBenchmarkAxis" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_CostOfGoodsAndServicesSold_52a8ec29-4b63-4723-9eb4-c0cddc57a709_terseLabel_en-US" xlink:label="lab_us-gaap_CostOfGoodsAndServicesSold" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Advertising operating costs</link:label>
    <link:label id="lab_us-gaap_CostOfGoodsAndServicesSold_08039ce1-b30c-4c4a-b5cf-601a698bf4d7_verboseLabel_en-US" xlink:label="lab_us-gaap_CostOfGoodsAndServicesSold" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Costs of goods and services sold</link:label>
    <link:label id="lab_us-gaap_CostOfGoodsAndServicesSold_label_en-US" xlink:label="lab_us-gaap_CostOfGoodsAndServicesSold" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Cost of Goods and Services Sold</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_CostOfGoodsAndServicesSold" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_CostOfGoodsAndServicesSold"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_CostOfGoodsAndServicesSold" xlink:to="lab_us-gaap_CostOfGoodsAndServicesSold" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_CostsAndExpenses_6f9e1a9d-d818-476e-800b-cc301ff7efcd_totalLabel_en-US" xlink:label="lab_us-gaap_CostsAndExpenses" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Total</link:label>
    <link:label id="lab_us-gaap_CostsAndExpenses_5d8b6d29-a1f2-445b-9098-94b05d33ebfa_verboseLabel_en-US" xlink:label="lab_us-gaap_CostsAndExpenses" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Operating expenses</link:label>
    <link:label id="lab_us-gaap_CostsAndExpenses_label_en-US" xlink:label="lab_us-gaap_CostsAndExpenses" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Costs and Expenses</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_CostsAndExpenses" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_CostsAndExpenses"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_CostsAndExpenses" xlink:to="lab_us-gaap_CostsAndExpenses" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_StatementEquityComponentsAxis_67d7a7ef-3216-4b9c-ac48-3eb8c27552a0_terseLabel_en-US" xlink:label="lab_us-gaap_StatementEquityComponentsAxis" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Equity Components [Axis]</link:label>
    <link:label id="lab_us-gaap_StatementEquityComponentsAxis_label_en-US" xlink:label="lab_us-gaap_StatementEquityComponentsAxis" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Equity Components [Axis]</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_StatementEquityComponentsAxis" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_StatementEquityComponentsAxis"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_StatementEquityComponentsAxis" xlink:to="lab_us-gaap_StatementEquityComponentsAxis" xlink:type="arc" order="1"/>
    <link:label id="lab_ncmi_ShortTermCertificatesOfDepositMember_484f841e-5ab2-48a7-94b7-0243a1b55b9e_terseLabel_en-US" xlink:label="lab_ncmi_ShortTermCertificatesOfDepositMember" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Short-term Certificates of Deposit</link:label>
    <link:label id="lab_ncmi_ShortTermCertificatesOfDepositMember_label_en-US" xlink:label="lab_ncmi_ShortTermCertificatesOfDepositMember" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Short-term Certificates of Deposit [Member]</link:label>
    <link:label id="lab_ncmi_ShortTermCertificatesOfDepositMember_documentation_en-US" xlink:label="lab_ncmi_ShortTermCertificatesOfDepositMember" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Short-term Certificates of Deposit</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_ncmi_ShortTermCertificatesOfDepositMember" xlink:href="ncmi-20201231.xsd#ncmi_ShortTermCertificatesOfDepositMember"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_ncmi_ShortTermCertificatesOfDepositMember" xlink:to="lab_ncmi_ShortTermCertificatesOfDepositMember" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_DebtInstrumentNameDomain_fec496cd-385f-47a3-9629-d0d80b1cc7b3_terseLabel_en-US" xlink:label="lab_us-gaap_DebtInstrumentNameDomain" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Debt Instrument, Name</link:label>
    <link:label id="lab_us-gaap_DebtInstrumentNameDomain_label_en-US" xlink:label="lab_us-gaap_DebtInstrumentNameDomain" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Debt Instrument, Name [Domain]</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_DebtInstrumentNameDomain" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_DebtInstrumentNameDomain"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_DebtInstrumentNameDomain" xlink:to="lab_us-gaap_DebtInstrumentNameDomain" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_DeferredTaxAssetsGross_d2edcd89-0587-4cad-afaa-b604ceb2360c_totalLabel_en-US" xlink:label="lab_us-gaap_DeferredTaxAssetsGross" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Total gross deferred tax assets</link:label>
    <link:label id="lab_us-gaap_DeferredTaxAssetsGross_label_en-US" xlink:label="lab_us-gaap_DeferredTaxAssetsGross" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Deferred Tax Assets, Gross</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_DeferredTaxAssetsGross" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_DeferredTaxAssetsGross"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_DeferredTaxAssetsGross" xlink:to="lab_us-gaap_DeferredTaxAssetsGross" xlink:type="arc" order="1"/>
    <link:label id="lab_srt_MinimumMember_c237ca96-3a61-46a5-bd01-b6c120553b8b_terseLabel_en-US" xlink:label="lab_srt_MinimumMember" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Minimum</link:label>
    <link:label id="lab_srt_MinimumMember_label_en-US" xlink:label="lab_srt_MinimumMember" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Minimum [Member]</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_srt_MinimumMember" xlink:href="http://xbrl.fasb.org/srt/2020/elts/srt-2020-01-31.xsd#srt_MinimumMember"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_srt_MinimumMember" xlink:to="lab_srt_MinimumMember" xlink:type="arc" order="1"/>
    <link:label id="lab_ncmi_TotalLeaseLiability_dab116b7-f932-4056-b199-61f055cdb726_terseLabel_en-US" xlink:label="lab_ncmi_TotalLeaseLiability" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">TotalLeaseLiability</link:label>
    <link:label id="lab_ncmi_TotalLeaseLiability_label_en-US" xlink:label="lab_ncmi_TotalLeaseLiability" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">TotalLeaseLiability</link:label>
    <link:label id="lab_ncmi_TotalLeaseLiability_documentation_en-US" xlink:label="lab_ncmi_TotalLeaseLiability" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">TotalLeaseLiability</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_ncmi_TotalLeaseLiability" xlink:href="ncmi-20201231.xsd#ncmi_TotalLeaseLiability"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_ncmi_TotalLeaseLiability" xlink:to="lab_ncmi_TotalLeaseLiability" xlink:type="arc" order="1"/>
    <link:label id="lab_ncmi_BeverageConcessionaireMember_b7036ca5-44d8-4f95-b40b-94a1eb743cc8_terseLabel_en-US" xlink:label="lab_ncmi_BeverageConcessionaireMember" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Beverage Concessionaire</link:label>
    <link:label id="lab_ncmi_BeverageConcessionaireMember_label_en-US" xlink:label="lab_ncmi_BeverageConcessionaireMember" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Beverage Concessionaire [Member]</link:label>
    <link:label id="lab_ncmi_BeverageConcessionaireMember_documentation_en-US" xlink:label="lab_ncmi_BeverageConcessionaireMember" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Beverage concessionaire.</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_ncmi_BeverageConcessionaireMember" xlink:href="ncmi-20201231.xsd#ncmi_BeverageConcessionaireMember"/>
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    <link:label id="lab_ncmi_LongTermUSAgencyBondsMember_f8aba05a-a5d5-411a-bbeb-0dd6afb644cc_terseLabel_en-US" xlink:label="lab_ncmi_LongTermUSAgencyBondsMember" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Long Term U.S. Agency Bonds</link:label>
    <link:label id="lab_ncmi_LongTermUSAgencyBondsMember_label_en-US" xlink:label="lab_ncmi_LongTermUSAgencyBondsMember" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Long Term U.S. Agency Bonds [Member]</link:label>
    <link:label id="lab_ncmi_LongTermUSAgencyBondsMember_documentation_en-US" xlink:label="lab_ncmi_LongTermUSAgencyBondsMember" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Long Term U.S. Agency Bonds</link:label>
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    <link:label id="lab_ncmi_OtherCFfromInvestingActivities_d3585c34-68f3-437c-bff4-783b61c59773_terseLabel_en-US" xlink:label="lab_ncmi_OtherCFfromInvestingActivities" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">OtherCFfromInvestingActivities</link:label>
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    <link:label id="lab_ncmi_OtherCFfromInvestingActivities_documentation_en-US" xlink:label="lab_ncmi_OtherCFfromInvestingActivities" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">OtherCFfromInvestingActivities</link:label>
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    <link:label id="lab_ncmi_AmericanMultiCinemaIncAndCinemarkHoldingsIncMember_4608cb42-63bc-4828-baf5-6214919c53cd_terseLabel_en-US" xlink:label="lab_ncmi_AmericanMultiCinemaIncAndCinemarkHoldingsIncMember" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">AMC and Cinemark</link:label>
    <link:label id="lab_ncmi_AmericanMultiCinemaIncAndCinemarkHoldingsIncMember_label_en-US" xlink:label="lab_ncmi_AmericanMultiCinemaIncAndCinemarkHoldingsIncMember" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">American Multi Cinema Inc And Cinemark Holdings Inc [Member]</link:label>
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    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_ncmi_AmericanMultiCinemaIncAndCinemarkHoldingsIncMember" xlink:to="lab_ncmi_AmericanMultiCinemaIncAndCinemarkHoldingsIncMember" xlink:type="arc" order="1"/>
    <link:label id="lab_ncmi_ReductionInValuationAllowanceFromInvestmentInNCMLLCDeferredTaxAsset_7f105b36-ce96-4ccf-8541-1a7835f2466d_terseLabel_en-US" xlink:label="lab_ncmi_ReductionInValuationAllowanceFromInvestmentInNCMLLCDeferredTaxAsset" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Reduction in Valuation Allowance from Investment in NCM LLC Deferred Tax Asset</link:label>
    <link:label id="lab_ncmi_ReductionInValuationAllowanceFromInvestmentInNCMLLCDeferredTaxAsset_label_en-US" xlink:label="lab_ncmi_ReductionInValuationAllowanceFromInvestmentInNCMLLCDeferredTaxAsset" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Reduction in Valuation Allowance from Investment in NCM LLC Deferred Tax Asset</link:label>
    <link:label id="lab_ncmi_ReductionInValuationAllowanceFromInvestmentInNCMLLCDeferredTaxAsset_documentation_en-US" xlink:label="lab_ncmi_ReductionInValuationAllowanceFromInvestmentInNCMLLCDeferredTaxAsset" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Reduction in Valuation Allowance from Investment in NCM LLC Deferred Tax Asset</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_ncmi_ReductionInValuationAllowanceFromInvestmentInNCMLLCDeferredTaxAsset" xlink:href="ncmi-20201231.xsd#ncmi_ReductionInValuationAllowanceFromInvestmentInNCMLLCDeferredTaxAsset"/>
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    <link:label id="lab_us-gaap_PaymentsForProceedsFromPolicyLoans_68f0ab3f-f11e-4dcf-bd2e-d933a8f1c63e_terseLabel_en-US" xlink:label="lab_us-gaap_PaymentsForProceedsFromPolicyLoans" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Payments for (Proceeds from) Policy Loans</link:label>
    <link:label id="lab_us-gaap_PaymentsForProceedsFromPolicyLoans_label_en-US" xlink:label="lab_us-gaap_PaymentsForProceedsFromPolicyLoans" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Payments for (Proceeds from) Policy Loans</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_PaymentsForProceedsFromPolicyLoans" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_PaymentsForProceedsFromPolicyLoans"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_PaymentsForProceedsFromPolicyLoans" xlink:to="lab_us-gaap_PaymentsForProceedsFromPolicyLoans" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_ValuationAllowancesAndReservesChargedToCostAndExpense_dd009df4-ca1b-4e0f-a3a8-746586783953_terseLabel_en-US" xlink:label="lab_us-gaap_ValuationAllowancesAndReservesChargedToCostAndExpense" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Provision for bad debt</link:label>
    <link:label id="lab_us-gaap_ValuationAllowancesAndReservesChargedToCostAndExpense_label_en-US" xlink:label="lab_us-gaap_ValuationAllowancesAndReservesChargedToCostAndExpense" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">SEC Schedule, 12-09, Valuation Allowances and Reserves, Additions, Charge to Cost and Expense</link:label>
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    <link:label id="lab_srt_ConsolidationItemsAxis_1d516020-1fbe-4b4f-8da6-e8e9657072ac_terseLabel_en-US" xlink:label="lab_srt_ConsolidationItemsAxis" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Consolidation Items [Axis]</link:label>
    <link:label id="lab_srt_ConsolidationItemsAxis_label_en-US" xlink:label="lab_srt_ConsolidationItemsAxis" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Consolidation Items [Axis]</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_srt_ConsolidationItemsAxis" xlink:href="http://xbrl.fasb.org/srt/2020/elts/srt-2020-01-31.xsd#srt_ConsolidationItemsAxis"/>
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    <link:label id="lab_ncmi_ValuationAllowancesAndReservesChargedAndReversedToOtherAccounts_cc0af77e-7d81-4e27-ac7d-9a93d37f4c68_terseLabel_en-US" xlink:label="lab_ncmi_ValuationAllowancesAndReservesChargedAndReversedToOtherAccounts" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Valuation allowance reversed</link:label>
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    <link:label id="lab_ncmi_ValuationAllowancesAndReservesChargedAndReversedToOtherAccounts_documentation_en-US" xlink:label="lab_ncmi_ValuationAllowancesAndReservesChargedAndReversedToOtherAccounts" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Valuation allowances and reserves charged and reversed to other accounts.</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_ncmi_ValuationAllowancesAndReservesChargedAndReversedToOtherAccounts" xlink:href="ncmi-20201231.xsd#ncmi_ValuationAllowancesAndReservesChargedAndReversedToOtherAccounts"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_ncmi_ValuationAllowancesAndReservesChargedAndReversedToOtherAccounts" xlink:to="lab_ncmi_ValuationAllowancesAndReservesChargedAndReversedToOtherAccounts" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_AvailableForSaleSecuritiesTextBlock_d2d122cd-ad5d-4bfd-8558-3605d2758106_terseLabel_en-US" xlink:label="lab_us-gaap_AvailableForSaleSecuritiesTextBlock" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Schedule of Marketable Securities</link:label>
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    <link:label id="lab_ncmi_NationalAdvertisingRevenueMember_6a7410f2-2995-47ba-9bc3-bdf006858c82_terseLabel_en-US" xlink:label="lab_ncmi_NationalAdvertisingRevenueMember" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">National and regional advertising revenue</link:label>
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    <link:label id="lab_ncmi_NationalAdvertisingRevenueMember_documentation_en-US" xlink:label="lab_ncmi_NationalAdvertisingRevenueMember" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">National advertising revenue.</link:label>
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    <link:label id="lab_us-gaap_AccountsReceivableNetCurrent_8e4a47f1-36a8-4a2f-9500-acdad6264aa7_terseLabel_en-US" xlink:label="lab_us-gaap_AccountsReceivableNetCurrent" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Receivables, net of allowance of $2.3 and $6.2, respectively</link:label>
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    <link:label id="lab_us-gaap_DeferredTaxAssetsOther_6f893a27-e6f8-4d1c-ba70-35102678c4e2_terseLabel_en-US" xlink:label="lab_us-gaap_DeferredTaxAssetsOther" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Other</link:label>
    <link:label id="lab_us-gaap_DeferredTaxAssetsOther_label_en-US" xlink:label="lab_us-gaap_DeferredTaxAssetsOther" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Deferred Tax Assets, Other</link:label>
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    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_DeferredTaxAssetsOther" xlink:to="lab_us-gaap_DeferredTaxAssetsOther" xlink:type="arc" order="1"/>
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    <link:label id="lab_us-gaap_NetCashProvidedByUsedInFinancingActivitiesContinuingOperations_c69e5855-2938-450d-b474-5a51bacde74d_totalLabel_en-US" xlink:label="lab_us-gaap_NetCashProvidedByUsedInFinancingActivitiesContinuingOperations" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Net cash provided by (used in) financing activities</link:label>
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    <link:label id="lab_us-gaap_AdjustmentsToAdditionalPaidInCapitalOther_876e3fa4-0a9f-4464-a893-77d34191e1f8_terseLabel_en-US" xlink:label="lab_us-gaap_AdjustmentsToAdditionalPaidInCapitalOther" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Adjustments to Additional Paid in Capital, Other</link:label>
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    <link:label id="lab_us-gaap_CreditFacilityDomain_7fe9f026-3b57-42e4-bb62-04e29508b4c5_terseLabel_en-US" xlink:label="lab_us-gaap_CreditFacilityDomain" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Credit Facility</link:label>
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    <link:label id="lab_us-gaap_EarningsPerShareBasic_6a13bb07-1082-4d1b-b5cb-dc310b9e5d3f_terseLabel_en-US" xlink:label="lab_us-gaap_EarningsPerShareBasic" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Basic (in usd per share)</link:label>
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    <link:label id="lab_ncmi_WriteOffOfEquipment_documentation_en-US" xlink:label="lab_ncmi_WriteOffOfEquipment" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Write Off of Equipment</link:label>
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    <link:label id="lab_us-gaap_UnrecognizedTaxBenefitsThatWouldImpactEffectiveTaxRate_d5c3e029-9d8b-419b-a624-1a6728b4505a_terseLabel_en-US" xlink:label="lab_us-gaap_UnrecognizedTaxBenefitsThatWouldImpactEffectiveTaxRate" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Unrecognized tax benefits</link:label>
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    <link:label id="lab_dei_EntityFileNumber_403ceb0c-9459-429d-a7b4-facb195650c3_terseLabel_en-US" xlink:label="lab_dei_EntityFileNumber" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Entity File Number</link:label>
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    <link:label id="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsExpirationsInPeriod_e86d5a95-0e50-4f13-986b-d5011ab37405_negatedLabel_en-US" xlink:label="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsExpirationsInPeriod" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Options, Expired (in shares)</link:label>
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    <link:label id="lab_us-gaap_NotesAndLoansReceivableNetNoncurrent_1272e103-310d-45d3-be8b-13cdef053210_terseLabel_en-US" xlink:label="lab_us-gaap_NotesAndLoansReceivableNetNoncurrent" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Long-term notes receivable, net of current portion - founding members</link:label>
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    <link:label id="lab_us-gaap_OperatingLeaseWeightedAverageRemainingLeaseTerm1_688cf799-835e-41ba-b3b9-38fd60cc352a_terseLabel_en-US" xlink:label="lab_us-gaap_OperatingLeaseWeightedAverageRemainingLeaseTerm1" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Operating Lease, Weighted Average Remaining Lease Term</link:label>
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    <link:label id="lab_us-gaap_FinitelivedIntangibleAssetsAcquired1_f70094e5-a000-4bb3-9785-70edbab6d158_terseLabel_en-US" xlink:label="lab_us-gaap_FinitelivedIntangibleAssetsAcquired1" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Additions</link:label>
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    <link:label id="lab_ncmi_SeniorUnsecuredNotesDueTwoZeroTwoSixMember_1fd7e893-8698-456f-8da4-0a4dac4f2ded_terseLabel_en-US" xlink:label="lab_ncmi_SeniorUnsecuredNotesDueTwoZeroTwoSixMember" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Senior unsecured notes due 2026</link:label>
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    <link:label id="lab_us-gaap_PropertyPlantAndEquipmentTypeDomain_43a553cb-dadc-492a-8def-6226c184b1ad_terseLabel_en-US" xlink:label="lab_us-gaap_PropertyPlantAndEquipmentTypeDomain" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Property, Plant and Equipment, Type</link:label>
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    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_PropertyPlantAndEquipmentTypeDomain" xlink:to="lab_us-gaap_PropertyPlantAndEquipmentTypeDomain" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_AllowanceForCreditLossMember_55b0cbd0-c5aa-4dad-8bf0-3283bf89d13a_terseLabel_en-US" xlink:label="lab_us-gaap_AllowanceForCreditLossMember" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">SEC Schedule, 12-09, Allowance, Credit Loss [Member]</link:label>
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    <link:label id="lab_us-gaap_USTreasurySecuritiesMember_c7e82df3-c5d0-4313-8281-07d0dccc4aba_terseLabel_en-US" xlink:label="lab_us-gaap_USTreasurySecuritiesMember" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">US Treasury Securities</link:label>
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    <link:label id="lab_us-gaap_FiniteLivedIntangibleAssetsGross_f2ed782a-264e-423a-8f77-34334e64e53f_periodStartLabel_en-US" xlink:label="lab_us-gaap_FiniteLivedIntangibleAssetsGross" xlink:role="http://www.xbrl.org/2003/role/periodStartLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Gross carrying amount, beginning balance</link:label>
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    <link:label id="lab_ncmi_SeniorSecuredCreditFacilityMember_6ee62339-6c0e-4ed4-ae76-e01ad49cc9c8_terseLabel_en-US" xlink:label="lab_ncmi_SeniorSecuredCreditFacilityMember" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Senior Secured Credit Facility [Member]</link:label>
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    <link:label id="lab_us-gaap_BasisOfAccountingPolicyPolicyTextBlock_8d9c631d-44eb-4f9c-a3dd-79c49e7dba9b_terseLabel_en-US" xlink:label="lab_us-gaap_BasisOfAccountingPolicyPolicyTextBlock" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Basis of Presentation</link:label>
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    <link:label id="lab_us-gaap_IncomeTaxReconciliationOtherAdjustments_0838f859-2e3d-4c62-afe0-67e13327929a_terseLabel_en-US" xlink:label="lab_us-gaap_IncomeTaxReconciliationOtherAdjustments" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Other</link:label>
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    <link:label id="lab_ncmi_PercentageOfIncreaseInPaymentPerTheaterPatron_05ccb36a-50df-4b05-9047-e1e90294a8db_terseLabel_en-US" xlink:label="lab_ncmi_PercentageOfIncreaseInPaymentPerTheaterPatron" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Percentage of increase in payment per theatre patron</link:label>
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    <link:label id="lab_us-gaap_WeightedAverageNumberOfSharesOutstandingBasic_bf5a96a0-6780-4fb6-b57e-bb0eb8c3539f_terseLabel_en-US" xlink:label="lab_us-gaap_WeightedAverageNumberOfSharesOutstandingBasic" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Basic (in shares)</link:label>
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    <link:label id="lab_us-gaap_DebtInstrumentBasisSpreadOnVariableRate1_d25bdffa-88d5-4f79-bec9-d5764dbdc07a_terseLabel_en-US" xlink:label="lab_us-gaap_DebtInstrumentBasisSpreadOnVariableRate1" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Basis spread on variable rate, percent</link:label>
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    <link:label id="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardFairValueAssumptionsRiskFreeInterestRate_4f3fc499-f71b-4048-82bf-8a5334dbb219_terseLabel_en-US" xlink:label="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardFairValueAssumptionsRiskFreeInterestRate" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Share-based Compensation Arrangement by Share-based Payment Award, Fair Value Assumptions, Risk Free Interest Rate</link:label>
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    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsForfeituresInPeriodWeightedAverageExercisePrice" xlink:to="lab_us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsForfeituresInPeriodWeightedAverageExercisePrice" xlink:type="arc" order="1"/>
    <link:label id="lab_srt_OwnershipAxis_5f2e89b4-3189-462e-9162-5f4b4eb56a3e_terseLabel_en-US" xlink:label="lab_srt_OwnershipAxis" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Ownership [Axis]</link:label>
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    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_srt_OwnershipAxis" xlink:to="lab_srt_OwnershipAxis" xlink:type="arc" order="1"/>
    <link:label id="lab_dei_DocumentInformationLineItems_b40c7347-7fd8-4cb6-9923-776a9812da1f_terseLabel_en-US" xlink:label="lab_dei_DocumentInformationLineItems" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Document Information [Line Items]</link:label>
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    <link:label id="lab_ncmi_EffectiveIncomeTaxRateReconciliationBlendedStateAndFederalIncomeTaxes_a138d2bf-432f-4bae-99e9-e0efd64e7708_terseLabel_en-US" xlink:label="lab_ncmi_EffectiveIncomeTaxRateReconciliationBlendedStateAndFederalIncomeTaxes" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Blended state and federal tax rate</link:label>
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    <link:label id="lab_us-gaap_ScheduleOfFutureMinimumRentalPaymentsForOperatingLeasesTableTextBlock_fb281842-9eda-46c9-9fa0-9fe8103d8278_terseLabel_en-US" xlink:label="lab_us-gaap_ScheduleOfFutureMinimumRentalPaymentsForOperatingLeasesTableTextBlock" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Schedule of Minimum Lease Payments Under Noncancelable Operating Leases</link:label>
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    <link:label id="lab_dei_EntityWellKnownSeasonedIssuer_1dc8aab3-fd81-4b6e-acdf-74d0493718c9_terseLabel_en-US" xlink:label="lab_dei_EntityWellKnownSeasonedIssuer" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Entity Well-known Seasoned Issuer</link:label>
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    <link:label id="lab_us-gaap_DividendsPayableCurrentAndNoncurrent_5d923dc3-069f-4b75-8e29-7ae81157c369_terseLabel_en-US" xlink:label="lab_us-gaap_DividendsPayableCurrentAndNoncurrent" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Cash dividends declared</link:label>
    <link:label id="lab_us-gaap_DividendsPayableCurrentAndNoncurrent_label_en-US" xlink:label="lab_us-gaap_DividendsPayableCurrentAndNoncurrent" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Dividends Payable</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_DividendsPayableCurrentAndNoncurrent" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_DividendsPayableCurrentAndNoncurrent"/>
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    <link:label id="lab_us-gaap_EquityMethodInvestmentOwnershipPercentage_1b9f401a-9783-49c2-bd41-149ee344a9db_terseLabel_en-US" xlink:label="lab_us-gaap_EquityMethodInvestmentOwnershipPercentage" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Ownership percentage</link:label>
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    <link:label id="lab_us-gaap_RevenueFromContractWithCustomerTextBlock_94f06c22-5e72-4642-bd0e-cb98d54ccda2_terseLabel_en-US" xlink:label="lab_us-gaap_RevenueFromContractWithCustomerTextBlock" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Revenue from Contracts with Customers</link:label>
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    <link:label id="lab_us-gaap_IncomeTaxExpenseBenefit_5984a8e3-b54c-463c-babd-dbeaa2f7c46c_terseLabel_en-US" xlink:label="lab_us-gaap_IncomeTaxExpenseBenefit" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Income tax expense</link:label>
    <link:label id="lab_us-gaap_IncomeTaxExpenseBenefit_fd8310e6-2083-4f28-a135-071d32263cb4_verboseLabel_en-US" xlink:label="lab_us-gaap_IncomeTaxExpenseBenefit" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Consolidated net income, tax</link:label>
    <link:label id="lab_us-gaap_IncomeTaxExpenseBenefit_d9924339-abd2-4395-af97-78c0509c8a90_totalLabel_en-US" xlink:label="lab_us-gaap_IncomeTaxExpenseBenefit" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Total income tax provision</link:label>
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    <link:label id="lab_ncmi_CommonMembershipUnitsSurrenderedDueToRequiredTheaterTransfer_f3e34c0a-bbf3-4fbe-9e08-947ff27a959f_terseLabel_en-US" xlink:label="lab_ncmi_CommonMembershipUnitsSurrenderedDueToRequiredTheaterTransfer" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Common membership units surrendered due to required theater transfer (in shares)</link:label>
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    <link:label id="lab_us-gaap_OperatingLeasesFutureMinimumPaymentsDueInFiveYears_568e43a9-8613-4519-becb-f6211c1598dc_terseLabel_en-US" xlink:label="lab_us-gaap_OperatingLeasesFutureMinimumPaymentsDueInFiveYears" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">2022</link:label>
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    <link:label id="lab_us-gaap_CashCashEquivalentsRestrictedCashAndRestrictedCashEquivalents_eddf11d9-c29a-4e5e-b174-870366b02664_periodStartLabel_en-US" xlink:label="lab_us-gaap_CashCashEquivalentsRestrictedCashAndRestrictedCashEquivalents" xlink:role="http://www.xbrl.org/2003/role/periodStartLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Cash and cash equivalents at beginning of period</link:label>
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    <link:label id="lab_us-gaap_PropertyPlantAndEquipmentPolicyTextBlock_4da7095d-dc2b-486c-a0d3-e33cda72d6b3_terseLabel_en-US" xlink:label="lab_us-gaap_PropertyPlantAndEquipmentPolicyTextBlock" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Long-lived Assets</link:label>
    <link:label id="lab_us-gaap_PropertyPlantAndEquipmentPolicyTextBlock_label_en-US" xlink:label="lab_us-gaap_PropertyPlantAndEquipmentPolicyTextBlock" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Property, Plant and Equipment, Policy [Policy Text Block]</link:label>
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    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_PropertyPlantAndEquipmentPolicyTextBlock" xlink:to="lab_us-gaap_PropertyPlantAndEquipmentPolicyTextBlock" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_ScheduleOfMaturitiesOfLongTermDebtTableTextBlock_1352d027-409b-43dd-9fad-3f6abffd7d84_terseLabel_en-US" xlink:label="lab_us-gaap_ScheduleOfMaturitiesOfLongTermDebtTableTextBlock" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Schedule of Annual Maturities on Credit Facility and Senior Notes</link:label>
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    <link:label id="lab_dei_LocalPhoneNumber_e7b0445c-0648-4822-a5cf-1ddf4b7621ef_terseLabel_en-US" xlink:label="lab_dei_LocalPhoneNumber" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Local Phone Number</link:label>
    <link:label id="lab_dei_LocalPhoneNumber_label_en-US" xlink:label="lab_dei_LocalPhoneNumber" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Local Phone Number</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_dei_LocalPhoneNumber" xlink:href="https://xbrl.sec.gov/dei/2020/dei-2020-01-31.xsd#dei_LocalPhoneNumber"/>
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    <link:label id="lab_us-gaap_PaymentsToAcquireBusinessesGross_694c2d9b-5783-4cd7-994b-38d324f53ee7_negatedLabel_en-US" xlink:label="lab_us-gaap_PaymentsToAcquireBusinessesGross" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Acquisition of a business</link:label>
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    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_PaymentsToAcquireBusinessesGross" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_PaymentsToAcquireBusinessesGross"/>
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    <link:label id="lab_ncmi_ReductionToPayableToFoundingMembers_40fc569c-339a-46e8-8830-d2e3881cc7a5_terseLabel_en-US" xlink:label="lab_ncmi_ReductionToPayableToFoundingMembers" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Reduction to Deferred Tax Asset</link:label>
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    <link:loc xlink:type="locator" xlink:label="loc_ncmi_ReductionToPayableToFoundingMembers" xlink:href="ncmi-20201231.xsd#ncmi_ReductionToPayableToFoundingMembers"/>
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    <link:label id="lab_ncmi_ProceedsFromIntegrationAndOtherEncumberedTheaterPaymentsMadeByAffiliates_d7f84122-4b2d-49c4-b48a-efbb6638aa29_verboseLabel_en-US" xlink:label="lab_ncmi_ProceedsFromIntegrationAndOtherEncumberedTheaterPaymentsMadeByAffiliates" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Founding member integration payments and other encumbered theater payments</link:label>
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    <link:label id="lab_us-gaap_GuaranteeObligationsCurrentCarryingValue_1e7dba10-8ae7-4fed-b58f-b672993e2bf0_terseLabel_en-US" xlink:label="lab_us-gaap_GuaranteeObligationsCurrentCarryingValue" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Liabilities recorded for related party obligations</link:label>
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    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_GuaranteeObligationsCurrentCarryingValue" xlink:to="lab_us-gaap_GuaranteeObligationsCurrentCarryingValue" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_LiabilitiesNoncurrentAbstract_e3dc268d-bb7b-401b-a79b-585c3cf04aed_terseLabel_en-US" xlink:label="lab_us-gaap_LiabilitiesNoncurrentAbstract" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">NON-CURRENT LIABILITIES:</link:label>
    <link:label id="lab_us-gaap_LiabilitiesNoncurrentAbstract_label_en-US" xlink:label="lab_us-gaap_LiabilitiesNoncurrentAbstract" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Liabilities, Noncurrent [Abstract]</link:label>
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    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_LiabilitiesNoncurrentAbstract" xlink:to="lab_us-gaap_LiabilitiesNoncurrentAbstract" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsExercisableWeightedAverageExercisePrice_75e0dc8e-df91-4a47-85d3-bcb4191195eb_terseLabel_en-US" xlink:label="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsExercisableWeightedAverageExercisePrice" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Weighted average exercise price, Exercisable (in dollars per share)</link:label>
    <link:label id="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsExercisableWeightedAverageExercisePrice_label_en-US" xlink:label="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsExercisableWeightedAverageExercisePrice" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Share-based Compensation Arrangement by Share-based Payment Award, Options, Exercisable, Weighted Average Exercise Price</link:label>
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    <link:label id="lab_ncmi_DecreaseInDeferredTaxAssets_0b2ad8fb-90be-4c37-838e-d53c1cca07d6_terseLabel_en-US" xlink:label="lab_ncmi_DecreaseInDeferredTaxAssets" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Reduction in deferred tax assets</link:label>
    <link:label id="lab_ncmi_DecreaseInDeferredTaxAssets_label_en-US" xlink:label="lab_ncmi_DecreaseInDeferredTaxAssets" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Decrease In Deferred Tax Assets</link:label>
    <link:label id="lab_ncmi_DecreaseInDeferredTaxAssets_documentation_en-US" xlink:label="lab_ncmi_DecreaseInDeferredTaxAssets" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Decrease in deferred tax assets.</link:label>
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    <link:label id="lab_us-gaap_CostMethodInvestmentsFairValueDisclosure_29c9f39c-038b-4ea9-b6d0-9649ede2381b_terseLabel_en-US" xlink:label="lab_us-gaap_CostMethodInvestmentsFairValueDisclosure" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Fair value of cost method investment</link:label>
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    <link:label id="lab_us-gaap_PropertyPlantAndEquipmentDisclosureTextBlock_6d7802e6-aaba-4573-902b-2fbb0804ab89_terseLabel_en-US" xlink:label="lab_us-gaap_PropertyPlantAndEquipmentDisclosureTextBlock" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Property and Equipment</link:label>
    <link:label id="lab_us-gaap_PropertyPlantAndEquipmentDisclosureTextBlock_label_en-US" xlink:label="lab_us-gaap_PropertyPlantAndEquipmentDisclosureTextBlock" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Property, Plant and Equipment Disclosure [Text Block]</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_PropertyPlantAndEquipmentDisclosureTextBlock" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_PropertyPlantAndEquipmentDisclosureTextBlock"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_PropertyPlantAndEquipmentDisclosureTextBlock" xlink:to="lab_us-gaap_PropertyPlantAndEquipmentDisclosureTextBlock" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_FairValueByBalanceSheetGroupingTable_cbe67018-7cf8-4994-a5ef-ab10c835ee22_terseLabel_en-US" xlink:label="lab_us-gaap_FairValueByBalanceSheetGroupingTable" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Fair Value, by Balance Sheet Grouping [Table]</link:label>
    <link:label id="lab_us-gaap_FairValueByBalanceSheetGroupingTable_label_en-US" xlink:label="lab_us-gaap_FairValueByBalanceSheetGroupingTable" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Fair Value, by Balance Sheet Grouping [Table]</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_us-gaap_FairValueByBalanceSheetGroupingTable" xlink:href="http://xbrl.fasb.org/us-gaap/2020/elts/us-gaap-2020-01-31.xsd#us-gaap_FairValueByBalanceSheetGroupingTable"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_FairValueByBalanceSheetGroupingTable" xlink:to="lab_us-gaap_FairValueByBalanceSheetGroupingTable" xlink:type="arc" order="1"/>
    <link:label id="lab_ncmi_DividendPaymentsDuringPeriodUponVestingOfStockUnits_8f4355be-a584-4482-8c95-969d05827b35_terseLabel_en-US" xlink:label="lab_ncmi_DividendPaymentsDuringPeriodUponVestingOfStockUnits" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Dividend payments during period upon vesting of stock units</link:label>
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    <link:loc xlink:type="locator" xlink:label="loc_ncmi_DividendPaymentsDuringPeriodUponVestingOfStockUnits" xlink:href="ncmi-20201231.xsd#ncmi_DividendPaymentsDuringPeriodUponVestingOfStockUnits"/>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_ncmi_DividendPaymentsDuringPeriodUponVestingOfStockUnits" xlink:to="lab_ncmi_DividendPaymentsDuringPeriodUponVestingOfStockUnits" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_IncreaseDecreaseInDueToRelatedPartiesCurrent_89735360-4edf-4769-aac7-e32fefaf3153_terseLabel_en-US" xlink:label="lab_us-gaap_IncreaseDecreaseInDueToRelatedPartiesCurrent" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Amounts due to founding members, net</link:label>
    <link:label id="lab_us-gaap_IncreaseDecreaseInDueToRelatedPartiesCurrent_label_en-US" xlink:label="lab_us-gaap_IncreaseDecreaseInDueToRelatedPartiesCurrent" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Increase (Decrease) in Due to Related Parties, Current</link:label>
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    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_IncreaseDecreaseInDueToRelatedPartiesCurrent" xlink:to="lab_us-gaap_IncreaseDecreaseInDueToRelatedPartiesCurrent" xlink:type="arc" order="1"/>
    <link:label id="lab_ncmi_TheaterAccessFeesAndRevenueShare_41d61969-317e-47f1-8b81-ad3a8e996ee4_terseLabel_en-US" xlink:label="lab_ncmi_TheaterAccessFeesAndRevenueShare" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Theater access fees and revenue share to founding members (including fees to related parties of $16.0 and $56.6, respectively)</link:label>
    <link:label id="lab_ncmi_TheaterAccessFeesAndRevenueShare_label_en-US" xlink:label="lab_ncmi_TheaterAccessFeesAndRevenueShare" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Theater Access Fees and revenue share</link:label>
    <link:label id="lab_ncmi_TheaterAccessFeesAndRevenueShare_documentation_en-US" xlink:label="lab_ncmi_TheaterAccessFeesAndRevenueShare" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Theater Access Fees and revenue share</link:label>
    <link:loc xlink:type="locator" xlink:label="loc_ncmi_TheaterAccessFeesAndRevenueShare" xlink:href="ncmi-20201231.xsd#ncmi_TheaterAccessFeesAndRevenueShare"/>
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    <link:label id="lab_us-gaap_EarningsPerShareTextBlock_1f0569fd-681d-479e-89c0-014ce8ca3e1a_terseLabel_en-US" xlink:label="lab_us-gaap_EarningsPerShareTextBlock" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Earnings Per Share</link:label>
    <link:label id="lab_us-gaap_EarningsPerShareTextBlock_label_en-US" xlink:label="lab_us-gaap_EarningsPerShareTextBlock" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Earnings Per Share [Text Block]</link:label>
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    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_EarningsPerShareTextBlock" xlink:to="lab_us-gaap_EarningsPerShareTextBlock" xlink:type="arc" order="1"/>
    <link:label id="lab_ncmi_AccruedIntegrationAndOtherEncumberedTheaterPaymentsDueFromFoundingMembers_bdc5c4be-90b1-4d49-acf1-3e0707d71c97_terseLabel_en-US" xlink:label="lab_ncmi_AccruedIntegrationAndOtherEncumberedTheaterPaymentsDueFromFoundingMembers" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">Accrued integration and other encumbered theater payments from founding members (including accrued payments due from related parties of $0.0 and $0.1, respectively)</link:label>
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    <link:label id="lab_ncmi_ContractwithCustomerLiabilityNewContractLiabilities_9433cc7c-582e-4014-976a-5c190494d27f_negatedTerseLabel_en-US" xlink:label="lab_ncmi_ContractwithCustomerLiabilityNewContractLiabilities" xlink:role="http://www.xbrl.org/2009/role/negatedTerseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">New contract liabilities</link:label>
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    <link:label id="lab_us-gaap_LiabilitiesCurrentAbstract_6a8f377e-0249-45bc-aee8-5bdfb3fc4b37_terseLabel_en-US" xlink:label="lab_us-gaap_LiabilitiesCurrentAbstract" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">CURRENT LIABILITIES:</link:label>
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    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_LiabilitiesCurrentAbstract" xlink:to="lab_us-gaap_LiabilitiesCurrentAbstract" xlink:type="arc" order="1"/>
    <link:label id="lab_us-gaap_EffectiveIncomeTaxRateReconciliationAtFederalStatutoryIncomeTaxRate_555635c7-0053-4d35-bdfd-6061bf6f37f1_terseLabel_en-US" xlink:label="lab_us-gaap_EffectiveIncomeTaxRateReconciliationAtFederalStatutoryIncomeTaxRate" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xmlns:xml="http://www.w3.org/XML/1998/namespace" xml:lang="en-US">U.S. federal statutory rate</link:label>
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