National CineMedia (NCM) Brings Augmented Reality to Movie Theaters
February 20 2018 - 11:15AM
Business Wire
Noovie ARcade App is the First to Allow
Movie Audiences to Play Augmented Reality (AR) Games on the Big
Screen and Beyond
Moviebill “Connected Print” Magazine Will
Also Put AR into the Hands of Moviegoers in Regal Entertainment
Group Theaters
National CineMedia (NCM), America’s Movie Network, is pioneering
interactive augmented reality gaming in theaters this spring with
the launch of Noovie ARcade, a companion app to NCM’s Noovie
pre-show and Lobby Entertainment Network.
Noovie ARcade is available in the iOS and Android app
stores. NCM expects it to be rolled out nationwide this spring on
over 20,600 screens in 1,700 top theaters across the country
including AMC, Cinemark, Regal Entertainment Group, and 49 other
regional and local theater chains just in time for the start of
blockbuster season.
To play, audiences only need to download the app and arrive at
their local Noovie theater early to catch the Noovie pre-show,
which will prompt them to take out their phone when it’s time to
play. Then, the big screen and other triggers around the lobby will
unlock larger-than-life games enabled by aiming their cell phone.
Noovie ARcade is a fun way to compete with friends and other
fans in the auditorium and across the country!
Noovie ARcade Games at Launch Will
Include:
- Cinevaders – A galactic worm
hole opens up and aliens pour out to invade the theater. It’s up to
the player to use powerful lasers to protect the earth from certain
destruction.
- Emoji Escape – The emojis in
your phone have escaped and are wreaking havoc in the theater
lobby. Catch them all before the movie starts!
- Munchie Mania – Who doesn’t like
popcorn at the movies? Players will toss flying kernels to fill up
their individual popcorn bucket – and you can play at home!
Noovie ARcade also creates new integrated cinema
marketing opportunities that connect brands with movie audiences,
including branded game experience customizations, digital ad
inventory and real-time detailed auditorium-level audience data.
The Noovie ARcade platform is designed to encompass a variety of
game formats, including shooting, catching, tossing and driving
games, and advertisers have the unique opportunity to work with NCM
to create imaginative branded Noovie ARcade games for the
big screen and beyond with select gaming experiences that can be
triggered anywhere.
“Noovie was designed around the three pillars of content,
commerce and gaming, and I’m very proud to introduce the first
in-theater AR gaming experience to the industry,” said Cliff Marks,
President of NCM. “Noovie ARcade drives fan engagement and
excitement through a unique digital experience, which makes it not
only great entertainment for movie audiences, but a great
opportunity for brands looking to reach them. Hold on to your
popcorn, because the movie experience just got a whole lot
better!”
NCM is also putting AR directly into the hands of moviegoers in
Regal Entertainment Group theaters through a sales agreement with
Moviebill, the first ever augmented reality-driven “connected
print” magazine. With Moviebill, opening weekend audiences for the
biggest tent-pole movies can read and engage with exclusive
content, special features and bonus material using their mobile
phones and unlock a world of AR experiences from major studios and
brands.
“NCM and Moviebill are working with advertisers to create custom
activations that have full augmented reality capabilities within
the Moviebill platform. With a seven-figure circulation commitment
per edition, Moviebill will be one of the most highly circulated
physical entertainment media outlets at launch to an audience of
highly-desirable moviegoers,” said Ian Owen-Ward, EVP of Brand
Partnerships at Moviebill.
Lawrence Snapp, NCM’s Chief Digital Officer & SVP, Corporate
Development, noted, “Noovie ARcade interactive gameplay is
the only immersive experience that ties the ubiquity of the
smartphone to the magnitude of the movie screen, and shifts the
Noovie experience from passive viewing to active gaming and play.
It pulls people in, and excites and delights them in a way that is
unique to the theater environment, which is tailor-made for such an
immersive experience.”
“It also dovetails perfectly with our audience of young
Millennial movie influencers in search of what’s next in
entertainment,” Snapp continued. “Going to the movies provides a
social and personal experience that they crave. Our audiences love
their smartphones, our theaters, and compelling augmented reality
games. For brands looking to interact with this key demographic of
cord-nevers and cord-cutters, a movie theater AR experience is
about as on-target as you can get.”
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
710 million moviegoers annually attend theaters that are currently
under contract to present NCM’s pre-show in 52 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 20,600 screens
in approximately 1,700 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) own a 49.5% interest in, and is the managing member
of, National CineMedia, LLC. For more information,
visit www.ncm.com.
This press release contains various forward-looking statements
that reflect management’s current expectations or beliefs regarding
future events, including statements about the timing of the Noovie
ARcade launch and movie audience reception. Investors are cautioned
that reliance on these forward-looking statements involves risks
and uncertainties. Although the Company believes that the
assumptions used in the forward-looking statements are reasonable,
any of these assumptions could prove to be inaccurate and, as a
result, actual results could differ materially from those expressed
or implied in the forward-looking statements. The factors that
could cause actual results to differ materially from those
expressed or implied in the forward-looking statements are, among
others, hardware and software technology issues with the testing
and implementation of this service and audience acceptance of the
app and Noovie ARcade experience.
Noovie ARcade images can be downloaded at
http://press.ncm.com/images-logos.
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version on businesswire.com: http://www.businesswire.com/news/home/20180220006051/en/
National CineMediaAmy Jane Finnerty,
212-931-8117amy.finnerty@ncm.com
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