Bow Tie Cinemas signs affiliate pact with National CineMedia

Cinemas News

Bow Tie Cinemas has signed on to become National CineMedia (NCM)’s newest affiliate.

Beginning in the first quarter of 2017, Bow Tie’s 43 theatres with 271 screens in Colorado, Connecticut, Maryland, New Jersey, New York and Virginia will become part of “America’s Movie Network.” These additions to NCM’s theatre network, already the largest in the U.S., also gives NCM significantly enhanced coverage in the Tri-State Area (NY, NJ & CT), with 37 Bow Tie theatres and 212 screens in the New York DMA alone.

Bow Tie Cinemas is the oldest theatre circuit in North America and is currently one of America’s 15 largest exhibitors, with approximately seven million attendees projected for 2017.

The deal is the first for NCM’s new Affiliate Partnerships team, which is dedicated to serving the needs of its more than 40 movie theatre affiliates nationwide along with NCM founding member theater circuits AMC, Cinemark and Regal Entertainment Group.

“It’s an honor to have Bow Tie join our network, with their top-notch theatres ranging from luxury and megaplex cinemas to art houses and neighborhood theatres,” said Cliff Marks, president of NCM. “Advertisers will really be able to benefit from our increased presence in the largest market in the country, and it’s great that so many more of our Madison Avenue clients will now be able to enjoy NCM’s ‘FirstLook’ pre-show in their local movie theatre.”

“We are looking forward to a successful and productive partnership with NCM,” stated Ben Moss, CEO of Bow Tie Cinemas. “With our diverse collection of theatres, our consumer reach and advertising capabilities will be further enhanced by joining NCM’s robust network.”

As part of NCM’s national theatre network, Bow Tie Cinemas will benefit from the company’s cinema advertising innovations, including partnerships with Audience Entertainment and TimePlay; NCM’s Cinema Audience Targeting Optimizer (CATO); NCM’s new Data Management Platform (DMP), which brings cinema into the world of big data; and NCM’s Cinema Accelerator, which re-engages moviegoers on mobile phones, social media and online.

As Bow Tie introduces luxury recliner theatres complete with elevated food and full bar service in some of their strongest markets in 2017, NCM’s “FirstLook” pre-show and Lobby Entertainment Network will give moviegoers more reasons to arrive earlier.

Stacie Tursi, NCM’s senior VP of Affiliate Partnerships, noted, “As we increasingly do business in the national spot marketplace through STRATA and other media-buying systems, Bow Tie’s strength in the New York DMA is a terrific complement to our network and makes cinema an even more exciting option for agencies looking to reach local movie audiences along with their local spot TV buys.”