MediaBuyerPlanner: A&E Television Networks has signed a multi-year content and marketing agreement with National CineMedia, operator of the largest digital in-theatre network in North America, to provide pre-feature entertainment content and advertising on movie screens in theaters nationwide.
A&E will kick off the relationship on December 28 with new content segments featuring highlights from series, mini-series and specials airing on A&E and The History Channel that will be created exclusively for NCM’s pre-feature program FirstLook.
The content segments will premiere on what will then be approximately 13,500 screens in 156 markets throughout the U.S., including many of the highest grossing theaters in 49 of the top 50 DMAs. A&E will also run ads in theater lobbies, including on more than 2,000 video and high-definition plasma screen displays in the lobby and concessions areas of 780 theatres.
This NCM FirstLook content partnership, arranged through Horizon Media, represents a significant expansion of A&E’s cinema advertising strategy, according to the companies (pdf).
Existing FirstLook content partners include Discovery Communications, NBC Universal, Sony Pictures Entertainment, Turner Broadcasting System and Universal Studios.
Content via National CineMedia can be targeted to NCM’s entire national audience, specific theaters, geographic regions, or demographic groups based on film rating category.
Cinema advertising grew 20 percent in 2006, and was one of the fastest growing media for the year.
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