NCM announces five new affiliate partners

Cinemas News

National CineMedia (NCM), which bills itself as “America’s Movie Network,” has strengthened its network with the addition of five new affiliate partners, adding 71 new theatres, 533 screens and approximately 20 million attendees.

NCM is adding the following theatre circuits:

* Bow Tie Cinemas, based in New York, NY with 43 theatres, 271 screens and approximately seven million attendees, will join the NCM network in March as previously announced, giving NCM significantly enhanced coverage in the Tri-State area 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.

“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.”

* Cinergy Entertainment Group, Inc., based in Dallas TX with three theatres, 29 screens and approximately two million attendees, will join the NCM network in October. All Cinergy cinema entertainment centers feature dine-in cinemas serving alcoholic beverages and an array of restaurant-quality food and beverages. In addition to upscale cinema amenities, all Cinergy locations feature a unique selection of interactive games and a variety of other amenities, including bowling, billiards, full bars, laser tag and a Sky Walker ropes course.  Cinergy is privately held by the Benson family, the founders of Movie Tavern, the largest nationwide chain of dine-in cinemas.

“We are so excited for a successful and dynamic partnership with NCM. We feel that our unique moviegoing experience and advertising capabilities will be further enriched by joining NCM’s robust network,” stated Traci Hoey, director of marketing and sales with Cinergy Entertainment.

* Main Street Theatres, based in Omaha, NE with eight theatres, 48 screens and one million attendees in Iowa and Nebraska, will join the NCM network in June. Owned and operated by the Barstow family with its flagship Aksarben Cinema in Omaha, Main Street Theatres also provides film buying and consulting for an additional 30 theatres located in Iowa, Nebraska, Kansas, Minnesota and South Dakota.

“National CineMedia is the premium pre-show experience our customers demand and joining forces was a natural fit for our family company,” said William J. Barstow, owner of Main Street Theatres.

* Megaplex Theatres, based in Salt Lake City, UT with 17 locations, 185 screens and nearly 10 million attendees last year, will join the NCM Network for national sales in March and increase NCM’s screen market share in Salt Lake City to 78%. Founded by the late Larry H. Miller, Megaplex Theatres is Utah's premier movie entertainment company and its theatres are frequently among the top-grossing in the nation. Megaplex has locations throughout Utah and southern Nevada.

“Megaplex Theatres is excited to join with NCM to better serve our guests with quality national media messaging,” said Blake Andersen, president of Megaplex Theatres. “We recognize there are unique national opportunities through NCM that reach beyond our regular business model that will ultimately benefit our loyal Megaplex audience.”

* MJR Digital Cinemas, based in Bloomfield Hills, MI with 11 theatres, 164 screens and six million attendees in Michigan, will join the NCM network for regional sales in August after having already been a part of the NCM network for national sales since 2015. With over 30 years in the industry, MJR has grown to become one of the most trusted names in Metro Detroit moviegoing.

“MJR is looking forward to a mutually beneficial and rewarding relationship with NCM. We especially are happy to now be a part of and have full access to the ‘FirstLook’ pre-show,” said Mike Mihalich, CEO and founder of MJR Digital Cinemas.

As announced last week, NCM and American Multi-Cinema, Inc. (AMC) reached an agreement that enables AMC to comply with the Department of Justice’s (DOJ) final order on its acquisition of Carmike Cinemas, while reaffirming the companies’ commitment to their continued partnership. The DOJ final order required AMC to transfer cinema advertising rights to 17 theatres from NCM to another cinema-advertising provider. It also required the sale of additional theatres (many of which were previously Carmike theatres), which may be sold to any exhibitor including those that are currently part of the NCM advertising network. However, as per AMC’s long-term Exhibitor Services Agreement (ESA) running through 2037, NCM will continue to automatically welcome any new or acquired theatres of the now-larger AMC chain into its network in the future.

“While the recent outcome of the DOJ final order regarding AMC’s acquisition of Carmike resulted in the transfer of 17 theatres with 9.5 million attendees from NCM to another cinema-advertising provider, we have already more than made up for it with new affiliate partnership agreements with top theatre circuits…” said Cliff Marks, president of NCM.

NCM’s accelerated network growth was led by its new Affiliate Partnerships team. Stacie Tursi, senior VP, Affiliate Partnerships, noted, “My team was formed to not only seek out and develop new affiliate partner relationships, but to also strengthen our existing relationships and enhance business collaboration. Our relationships with our exhibitors are a key focus of our business and are fundamental to continuing to grow the number of impressions we have available to sell to advertisers to better compete in the premium video marketplace. It’s great to see exhibitor partners like these who had previously worked with another network or who may have been handling advertising sales in-house recognize the value of becoming part of the #1 Millennial network in the U.S., and I’m proud to welcome them aboard.”