National CineMedia

National CineMedia, Inc.

Company type	Public
Industry	Cinema advertising
Founded	2002
Headquarters	Centennial , United States
Area served	United States
Products	Cinema advertising, digital marketing, mobile marketing
Owner	Cineworld (partial), Cinemark (partial)

National CineMedia, Inc. (NCM) is a publicly listed American company specializing in cinema advertising, with its headquarters located in Centennial, Colorado. It delivers marketing content to audiences across the United States via movie theaters, digital platforms, and mobile technologies. NCM manages a digital network inside theaters operated by AMC Theatres, Cinemark Theatres, Regal Cinemas, along with several regional chains.

NCM holds a 48.8% ownership interest in National CineMedia, LLC and acts as its managing partner. The remaining equity is owned by Cineworld, the parent company of Regal, and Cinemark. In May 2014, NCM sought to acquire Screenvision for $375 million to increase its market presence; however, the U.S. Department of Justice blocked this transaction due to antitrust issues, as the merged company would have dominated advertising in 34,000 out of approximately 39,000 U.S. movie theaters. Consequently, the merger was called off in March 2015, with NCM compensating Screenvision with a $26.8 million termination fee.

The company is best known for its pre-show advertising brand Noovie. On April 11, 2023, facing financial difficulties, NCM filed for Chapter 11 bankruptcy protection.

FirstLook

FirstLook (2006–2017) served as NCM’s pre-feature entertainment and advertising program, incorporating content from partners such as ABC, A&E, Amazon, Disney, Fandango, Google, Hulu, Microsoft, NBC, Nintendo, and Turner. This 20-minute segment concluded exactly at the scheduled start time of the feature film and aired before trailers.

It followed Regal’s The 2wenty preshow from 2003 and expanded beyond Regal-only theaters to include founding members AMC and Cinemark as well as affiliates like Goodrich Quality Theaters and Kerasotes. Different versions were customized depending on MPAA ratings or screening formats; for instance, family movies featured FirstLook Play, while 3D presentations included FirstLook 3D.

Movie Night Out

Debuting in 2010 on iOS and Android platforms, Movie Night Out is an app developed by National CineMedia that allows users to plan movie outings along with associated activities such as dining and shopping. The app integrates Citysearch data to enrich the overall entertainment experience beyond just attending the theater.

Noovie

Launched in September 2017 as the successor to FirstLook, Noovie became NCM’s new pre-show brand. It offers interactive elements like trivia games and augmented reality experiences through the Noovie ARCade app. Collaborations with Walt Disney Studios and Sony Music’s Rumble Yard provide exclusive behind-the-scenes film features ("Noovie Backlot") and live concert performances ("Noovie Soundstage"). As a multi-platform initiative, Noovie extends its reach through a dedicated website and social media outlets delivering film industry updates. In December 2021, the show was revamped with additional segments aimed at delivering a broader entertainment offering.

Fathom Events

Fathom Events—previously known as NCM Fathom—is a division specializing in alternative cinema presentations including live opera broadcasts, concerts, sports events, classic films from Turner Classic Movies, Broadway musicals, National Theatre Live productions, anime screenings, and children’s programming. In December 2013, NCM restructured Fathom Events into an independent entity jointly owned by AMC Theatres, Cinemark, Regal Cinemas, and NCM itself—where NCM maintains a minority stake of 4%—thereby expanding its influence within the event cinema market.

NCM Digital

NCM Digital offers comprehensive marketing solutions that span both cinema and digital channels, utilizing a vast network of entertainment websites alongside numerous mobile applications to broaden advertising exposure and enhance audience interaction.

Fantasy Movie League

In May 2017, NCM expanded its offerings by acquiring Fantasy Movie League, a fantasy game where participants use a weekly budget of $1,000 to choose movies they predict will achieve the highest box office earnings. This addition enriches NCM’s portfolio by providing an interactive experience for film enthusiasts and is featured within Noovie content.