National CineMedia (NCM) Tells Madison Avenue “What’s Noovie” at 2017 Upfront Event
May 17 2017 - 2:00PM
Business Wire
America’s Movie Network Unveils New Pre-Show
and Digital Properties
National CineMedia (NCM) today announced plans to re-imagine its
cinema pre-show and launch new digital channels for movie audiences
at its sixth annual upfront event at the AMC Lincoln Square movie
theater in New York.
This Smart News Release features multimedia.
View the full release here:
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Noovie is a new premium video platform
developed by NCM to connect brands with movie audiences. (Graphic:
Business Wire)
NCM’s CEO, Andy England, started off the presentation with a
vision for NCM’s new pre-show, called Noovie, launching to replace
FirstLook in the fourth quarter of 2017. “So, What’s Noovie?,” he
asked the audience of marketing executives and media buyers.
“Noovie is a new premium video platform developed by NCM to connect
your brands with movie audiences. At its core, Noovie is NCM’s new
pre-show that audiences will experience before the movie. But
Noovie stretches beyond the theater — it’s also an integrated
digital ecosystem delivering entertaining content, purposeful
commerce, and interactive gaming opportunities. Most importantly
for NCM and our brand partners, Noovie gives movie audiences a
reason to arrive early to discover what’s next.”
NCM’s vision for Noovie includes the big screen and beyond, with
several new partnerships and acquisitions:
Noovie Content
- Content is a key part of Noovie, and
NCM will be programming a special early content segment that will
give audiences a look at “What’s Noovie” in their world. Pilot
content unveiled at NCM’s Upfront event included an exclusive
interview with Kate Mara on her starring title role as U.S. Marine
corporal Megan Leavey; Noovie Soundcheck, an exclusive,
cinema-first music series in partnership with Sony Music
Entertainment’s Rumble Yard that gives fans a glimpse into those
unscripted, unrehearsed moments with the band before the concert
crowds arrive, launching with Foo Fighters; and a new
locally-focused documentary series in partnership with Indigenous
Media, the creators of 60 Second Docs.
- NCM also teased a new physical product
that will put augmented reality from studios and brands directly
into the hands of moviegoers. The product is being created and
produced by Concourse Cinema Ventures with Regal Cinemas as the
official launch partner. An official product announcement is set
for this summer.
Noovie Commerce
- Noovie will feature commerce plays that
will make NCM an even more strategic brand partner, providing
purchasing data that will help advertisers better understand and
reach the connected moviegoer.
Noovie Gaming
- Noovie will also incorporate
movie-related gaming, including:
- Name That Movie — Audiences love
trivia, and NCM is introducing the next generation of movie trivia
with fun new ways to play, both in theaters and digitally.
- Fantasy Movie League — NCM has entered
into an agreement to acquire Fantasy Movie League, a box office
predictions game co-created by ESPN's Senior Fantasy Analyst
Matthew Berry that combines the fierce competition of fantasy
sports with the insanely popular world of entertainment and movies.
There are over 210 million people in America who self-identify as
movie fans — that’s more than the NFL, NBA, NHL, Major League
Baseball, and NASCAR combined — and NCM is betting on the fact that
box office is big business.
“When we began to re-imagine the pre-show, we knew that we
wanted to build Noovie into an entertainment brand that develops
engagement through content that is relevant to today’s movie
audiences,” said NCM President, Cliff Marks. “But we also knew we
needed to expand Noovie beyond the four walls of the theater by
creating new digital properties including a Noovie app and social
media channels that will allow us to consistently drive people from
the pre-show to mobile and back again — engaging movie audiences
wherever they may be. We’re building it all to be a great consumer
experience, which will of course make it a great opportunity for
brands as well.”
Fantasy Movie League co-creator Matthew Berry, who joined Marks
on stage to announce the deal, noted, “I’m really excited about the
partnership with NCM and thrilled to be here to talk about Fantasy
Movie League. Over 60 million people play fantasy games in the US
and Canada and that number has grown 20% in the last five years.
Fantasy players are more brand aware, they're more brand loyal and
they're stickier than non-players, which is great news for
advertisers. The Fantasy Movie League playing audience is also much
more gender balanced than fantasy sports, and younger — 60% of our
players are 35 or less.”
But if you want to win at Fantasy Movie League, you need to
study up on your upcoming films, which is why NCM’s own movie
maven, Maria Menounos, then took the stage to highlight the best of
the 2017-18 film slate. NCM featured sneak peeks and new trailers
for big movies including Baby Driver, It, Kingsman: The Golden
Circle, Bad Mom’s Christmas, Girls Trip and Star Wars: The Last
Jedi. Special guest David Sieden, VP, Cinema Partnerships with The
Walt Disney Studios, also wowed the crowd with exclusive looks at
several new Disney films.
“At NCM, we want to be the connector between brands and movie
audiences. But who are these movie audiences, and why should brands
want to connect with them?” said NCM’s new Executive Vice President
& Chief Revenue Officer, Scott Felenstein. “Movie audiences are
young — NCM’s average age is 32 — and they’re affluent, incredibly
diverse, and extremely social. When you connect with movie
audiences, you are literally influencing the influencers! And most
moviegoing takes place on weekends, the same days that people are
most likely to make a purchasing decision.”
“But people don’t stop being movie audiences outside of the
theater, which is why NCM’s Cinema Accelerator reaches them at
every point along their movie-going journey,” Felenstein continued.
“And with our great new suite of Noovie digital properties like the
Noovie app and Fantasy Movie League, we’re not only creating new
digital ad inventory, but a robust amount of NCM-exclusive
first-party data. All of this great moviegoer data will pour into
our DMP and Cinema Audience Targeting Optimizer (CATO) systems,
which were the first in the industry, to lead to even better
targeting, measurability and ROI for your campaigns.”
NCM President Cliff Marks wrapped up the event, concluding, “NCM
is more than just a great cinema company. We’re transforming into a
progressive media company with a host of new on-screen, digital and
mobile experiences that offer exciting new ways to reach the best
audiences out there — your audiences! I know you’ve seen a lot of
content this week, but nothing beats a great Hollywood movie. It’s
going to be another exciting year at the movies, and at NCM.”
About National CineMedia (NCM)
National CineMedia (NCM) is America's Movie Network. As the #1
Millennial weekend network in the U.S., NCM is the connector
between brands and movie audiences. According to Nielsen, more than
750 million moviegoers annually attend theaters that are currently
under contract to present NCM's pre-show in over 45 leading
national and regional theater circuits including AMC Entertainment
Inc. (NYSE:AMC), Cinemark Holdings, Inc. (NYSE:CNK) and Regal
Entertainment Group (NYSE: RGC). NCM's cinema advertising network
offers broad reach and unparalleled audience engagement with over
20,500 screens in over 1,600 theaters in 187 Designated Market
Areas® (all of the top 50). NCM Digital goes beyond the big screen,
extending in-theater campaigns into online and mobile marketing
programs to reach entertainment audiences. National CineMedia, Inc.
(NASDAQ:NCMI) owns a 39.3% interest in, and is the managing member
of, National CineMedia, LLC. For more information,
visit www.ncm.com.
ARTWORK:http://press.ncm.com
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version on businesswire.com: http://www.businesswire.com/news/home/20170517006098/en/
National CineMediaAmy Jane Finnerty,
212-931-8117amy.finnerty@ncm.com
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