National CineMedia
An American cinema advertising company that delivers advertising and branded entertainment to movie-theater audiences and through related digital channels.
Last updated October 14, 2026
AI crawler reads
No AI crawler has read this profile since Oct 28, 2026.
Overview
National CineMedia, commonly known as NCM, is an American cinema advertising company focused on reaching audiences before feature films and through connected digital and mobile channels. Its core business is the sale and delivery of advertising across a large in-theater network serving movie theaters operated by major circuits including AMC Theatres, Cinemark Theatres, Regal Cinemas, and other regional exhibitors. Rather than functioning as a conventional consumer-goods brand, NCM operates as a business-to-business media platform: advertisers purchase access to moviegoers, while theater operators use the network to monetize the pre-show period and related promotional inventory. The company's principal public-facing product has been its cinema pre-show. From 2006 through 2017, NCM used the FirstLook brand for a program combining advertising, entertainment, and material from content partners. The program was designed to run before trailers and the feature presentation, with its duration synchronized to the scheduled start of the film. Variants were adapted for different audiences and presentation formats, including family-oriented programming and 3D content. FirstLook expanded beyond a single theater chain and was shown by NCM's founding theater partners and affiliated regional circuits. In September 2017, NCM introduced Noovie as a successor and broader consumer-facing identity for its pre-show. Noovie combined advertising with trivia, interactive features, film-related editorial content, and entertainment segments. Its planned ecosystem extended beyond the auditorium to websites, social channels, and mobile experiences. Features included Noovie Backlot, which presented behind-the-scenes material related to upcoming films, and Noovie Soundstage, which carried filmed music performances. The Noovie ARCade mobile application supported augmented-reality and interactive game elements. NCM relaunched Noovie in December 2021 with redesigned segments intended to make the program a more integrated entertainment experience. NCM has also pursued extensions beyond traditional screen advertising. NCM Digital offered integrated marketing programs combining cinema placements with entertainment-oriented websites and mobile applications. The company launched the Movie Night Out application for iOS and Android in 2010, enabling users to organize a movie outing together with nearby dining, coffee, dessert, and shopping activities using local information feeds. In 2017, NCM acquired Fantasy Movie League, a fantasy competition in which users selected films according to expected weekend box-office performance; the property was subsequently promoted through Noovie. Another significant business associated with NCM was Fathom Events, previously known as NCM Fathom. The division distributed alternative entertainment to cinemas, including opera, concerts, sports, classic films, town halls, filmed theater productions, anime, and family programming. In December 2013, Fathom Events was restructured as a standalone entity owned by AMC Theatres, Cinemark, Regal Cinemas, and NCM, with NCM retaining a minority interest. NCM's ownership and governance structure has been closely connected to its theater partners. The publicly traded National CineMedia entity has held a 48.8 percent interest and served as managing partner, while interests were also held by entities associated with Regal's parent company Cineworld and by Cinemark. In 2014, NCM agreed to acquire Screenvision for $375 million, but the United States Department of Justice challenged the transaction on antitrust grounds. The proposed combination was viewed as potentially giving the merged company access to advertising inventory in most U.S. movie theaters. The parties ended the transaction in March 2015, and NCM paid Screenvision a reported $26.8 million termination fee. On April 11, 2023, National CineMedia filed for protection under Chapter 11 of the United States Bankruptcy Code. The filing marked a major financial restructuring event for the cinema advertising business, which had been exposed to the operating conditions and recovery cycles of the theatrical exhibition industry. The available reference material does not establish the final outcome of the restructuring or provide sufficient information to characterize the company's current ownership beyond its continuing identity as National CineMedia. Its enduring positioning is as a specialized cinema advertising and entertainment-media network rather than as a general-market advertising agency.
History
National CineMedia developed as a specialized media network for movie theaters, selling advertising and producing pre-feature programming for audiences waiting for a film to begin. Its business model connected theater exhibitors with national advertisers, using cinema screens and the pre-show interval as a controlled media environment. The company eventually served theaters operated by AMC Theatres, Cinemark Theatres, Regal Cinemas, and regional circuits affiliated with the network. From 2006 to 2017, the principal NCM pre-show was FirstLook. It combined commercial messages with entertainment and material from a range of media and technology partners. The program was structured to finish at the scheduled start of the movie, before the trailer package. NCM supplied different versions for audience and presentation contexts, including family-oriented editions and programming associated with 3D films. FirstLook followed earlier chain-specific theater programming, including Regal's The 2wenty pre-show and AMC's MovieWatcher Network, but was distributed across a broader group of circuits. NCM expanded into digital and mobile activity alongside its theater business. NCM Digital offered integrated campaigns that combined cinema advertising with placements on entertainment websites and in mobile applications. The Movie Night Out application, released in 2010, helped users organize a theater visit with related local activities such as meals, coffee, dessert, and shopping. These initiatives reflected an effort to treat moviegoing as a wider occasion rather than only a ticketed screening. NCM also participated in alternative-content distribution through Fathom Events, previously called NCM Fathom. The service brought live and recorded programming to theaters, including Metropolitan Opera performances, concerts, sports, classic films, town halls, filmed Broadway productions, National Theatre Live presentations, anime, and children's content. In 2013, the business was reorganized as a standalone company owned by the major theater partners and NCM, with NCM retaining a 4 percent interest. A proposed 2014 acquisition of Screenvision became one of the most consequential events in NCM's history. The $375 million deal would have combined two major cinema advertising networks. The Department of Justice challenged the transaction because the merged entity would have controlled or supplied advertising to approximately 34,000 of the nation's 39,000 movie theaters, according to the cited reference material. NCM and Screenvision terminated the deal in March 2015, and NCM paid a $26.8 million termination payment. In September 2017, NCM replaced FirstLook with Noovie. The new brand was designed as a multiplatform entertainment identity rather than only a pre-show label. Its features included trivia, augmented-reality games linked to the Noovie ARCade application, behind-the-scenes film features under Noovie Backlot, and music performances through Noovie Soundstage. The brand also extended into web and social channels focused on movie and entertainment material. Noovie was relaunched in December 2021 with revised segments. NCM acquired Fantasy Movie League in May 2017. The game allowed participants to assemble weekly film selections using a fixed virtual budget and compete according to the selected films' box-office results. Its integration with Noovie gave NCM another way to engage movie fans outside the theater screening itself. The company's corporate structure remained closely tied to theater exhibitors. National CineMedia, Inc. held 48.8 percent and acted as managing partner, while interests were also held by Cineworld's Regal-related parent company and Cinemark. On April 11, 2023, the company filed for Chapter 11 bankruptcy protection. The filing represented a major restructuring point for a business whose revenues and advertising inventory were linked to cinema attendance and the health of theatrical exhibition. The provided references do not contain enough information to document the ultimate restructuring outcome, subsequent executives, or current financial condition.
- 2023
Chapter 11 filing
[1]National CineMedia filed for Chapter 11 bankruptcy protection on April 11.
- 2021
Noovie relaunches
[1]The Noovie pre-show was relaunched with new segments intended to broaden its entertainment format.
- 2017
Noovie launches
[1]NCM introduced Noovie as its new pre-show and multiplatform entertainment brand.
- 2017
Fantasy Movie League acquired
[1]NCM acquired the fantasy box-office game Fantasy Movie League and later promoted it through Noovie.
- 2015
Screenvision transaction terminated
[1]NCM and Screenvision ended the proposed merger, with NCM paying a reported $26.8 million termination payment.
- 2014
Screenvision acquisition agreement announced
[1]NCM agreed to acquire Screenvision for $375 million, but the transaction was challenged by the Department of Justice on antitrust grounds.
- 2013
Fathom Events is restructured as a standalone entity
[1]Fathom Events was reorganized as a separate company owned by AMC, Cinemark, Regal, and NCM, with NCM retaining a 4 percent interest.
- 2010
Movie Night Out application launches
[1]NCM published a mobile application for organizing a movie outing together with nearby dining, coffee, dessert, and shopping activities.
- 2006
FirstLook becomes NCM's principal pre-show
[1]NCM operated FirstLook as a pre-feature program combining advertising and entertainment content across founding theater partners and affiliated circuits.
Products and positioning
A national cinema advertising and entertainment-media network connecting advertisers with movie-theater audiences through pre-show programming, theater screens, digital properties, and mobile experiences.
Cinema pre-show · 2006
FirstLook
FirstLook was NCM's pre-feature programming brand from 2006 through 2017. It mixed paid advertising with entertainment and content from media, technology, and entertainment partners. The program was timed to end at the scheduled start of the feature presentation and could be adapted for different audience ratings and formats, including family films and 3D screenings.
Cinema pre-show and entertainment platform · 2017
Noovie
Noovie is NCM's consumer-facing cinema pre-show brand introduced in 2017. It combines advertising with trivia, film-related editorial features, interactive and augmented-reality games, music performances, and digital content. Its associated properties include the Noovie ARCade application, Noovie Backlot, and Noovie Soundstage. The brand was relaunched in 2021 with redesigned segments.
Digital advertising
NCM Digital
NCM Digital provides integrated marketing programs that combine cinema advertising with placements across entertainment-focused websites and mobile applications. It extends the company's theater-based inventory into digital channels and supports campaigns intended to reach movie and entertainment audiences beyond the auditorium.
Alternative cinema content
Fathom Events
Fathom Events, formerly NCM Fathom, distributed alternative entertainment to movie theaters. Its programming included opera, concerts, sports, classic films, town halls, filmed Broadway productions, National Theatre Live presentations, anime, and children's content. In 2013 it was restructured as a standalone company owned by the major theater partners and NCM, with NCM retaining a minority interest.
Mobile application · 2010
Movie Night Out
Movie Night Out was an iOS and Android application published by NCM in 2010. It allowed users to plan an evening centered on a cinema visit and to add nearby activities such as dinner, coffee, dessert, and shopping using local information supplied through Citysearch APIs.
Entertainment game
Fantasy Movie League
Fantasy Movie League is a fantasy competition based on the weekly box-office performance of films in theaters. Players use a fixed virtual budget to select a combination of current releases and compete according to the revenue generated by those films. NCM acquired the property in 2017 and promoted it through Noovie.
Brand decisions
2023
Chapter 11 restructuringOtherBackground
NCM filed for bankruptcy protection amid the financial pressures affecting the cinema advertising and theatrical exhibition sectors.
Action taken
National CineMedia filed for protection under Chapter 11 of the United States Bankruptcy Code on April 11, 2023.
Aftermath
The filing initiated a court-supervised restructuring. The provided references do not establish the final outcome or subsequent ownership structure.
2017
Launch of NoovieProduct launchBackground
NCM replaced the FirstLook identity with a broader consumer-facing pre-show and entertainment brand.
Action taken
The company introduced Noovie with trivia, interactive and augmented-reality features, film content, music segments, and associated digital properties.
Aftermath
Noovie became the company's principal public-facing cinema pre-show brand and was relaunched with new segments in 2021.
2014
Proposed acquisition of ScreenvisionM&ABackground
NCM sought to combine with Screenvision in a $375 million transaction. The deal would have brought together two major U.S. cinema advertising networks.
Action taken
NCM entered into a merger agreement with Screenvision, but the Department of Justice challenged the transaction on antitrust grounds.
Aftermath
The agreement was terminated in March 2015, and NCM paid Screenvision a reported $26.8 million termination payment.
Proposed acquisition value. US$375 million proposed transaction; US$26.8 million termination payment (2014-2015)
Recent events
National CineMedia and ATM.TV partner on 7-Eleven ATM advertising[2]
Reported:
National CineMedia partnered with ATM.TV to offer content for movie fans on ATM displays at 7-Eleven stores across the United States. National CineMedia will sell ATM.TV advertising inventory alongside its Noovie content and trivia programming.
National CineMedia and Ziosk partner on restaurant DOOH network[3]
Reported:
National CineMedia partnered with Ziosk to deliver a digital out-of-home network at restaurants, with Ziosk providing NCM's Noovie entertainment content and trivia programming on its restaurant media network.
Sources3 sources
Cite this profile: Cite the canonical profile. /brand-wiki/national-cinemedia · Editorial policy · How profiles are compiled