Michael Eaton Joins National CineMedia as Senior Vice President of Marketing

Eaton Will Oversee Marketing for the Company’s Cinema Advertising Division, Including FirstLook

July 15, 2007
"We couldn’t be happier to have such a high-caliber talent as Michael on board to help sustain NCM’s leadership in the cinema advertising industry"

Michael Eaton has joined National CineMedia, LLC (NCM) as senor vice president of marketing, based in the New York office. In his new position, Eaton will oversee all marketing efforts for the company’s cinema advertising sales division, which includes the FirstLook pre-feature program, the Lobby Entertainment Network (LEN) and other integrated in-theatre promotional products for the three largest movie theatre operators in the US., AMC Entertainment Inc., Cinemark USA Inc. and Regal Entertainment Group, as well as other NCM affiliate movie theatres nationwide.

An industry veteran with 15 years of international and domestic entertainment and brand marketing, sponsorship, and licensing experience, Eaton joins National CineMedia from Henchman Entertainment, where he served as CEO/Co-Founder of the entertainment-based marketing consulting group.

Prior to his tenure at Henchman, he served as head of 19 Entertainment, North America in New York – creator of the smash hit television series American Idol – where he ran the New York division responsible for brand marketing, sponsorship, merchandising, and home video rights for the library of 19 properties and artists including Annie Lennox, Victoria Beckham, Emma Bunton, American Idol, Kelly Clarkson, Clay Aiken, and Ruben Studdard. He came to 19 Entertainment from FremantleMedia (a division of Bertelsmann AG and one of the largest producers of television content in the world), where he served as vice president, North American Enterprises. At Fremantle, he was part of the launch team that created the American Idol brand program aimed to sell the show to the networks. He was also involved in creating the current American Idol licensing and sponsorship programs.

Eaton’s past experience also includes work as the director of marketing with The Penguin Group in New York; various marketing positions with Reebok International Ltd. in Chicago; and positions at Powers And Associates Advertising Agency in Cincinnati, a regional advertising agency with clients such as Procter & Gamble, Chiquita, Curad Bandages, Heinz Pet Food, Star-Kist Tuna and Cincinnati Bell Telephone.

A graduate of Southern Methodist University in Dallas, TX, Eaton holds a BA in Advertising with a General Business Minor.

“We couldn’t be happier to have such a high-caliber talent as Michael on board to help sustain NCM’s leadership in the cinema advertising industry,” said Cliff Marks, president and chief marketing officer of National CineMedia. “As a high-growth advertising segment with attractive demographics and a large digitally addressable audience, cinema gives brands the big screen impact that they need to stand out from the crowd, and I’m confident that Michael joining our management team will make National CineMedia continue to stand out as well.”

National CineMedia’s FirstLook digital entertainment and advertising pre-feature program showcases content from Discovery Communications, NBC Universal, Sony Pictures Entertainment, Turner Broadcasting System and Universal Studio,s along with national, regional and local advertising. FirstLook is distributed across the company’s Digital Content Network (DCN), the largest digital in-theatre network in North America. National CineMedia’s DCN allows for the targeted distribution of advertising and content to specified auditoriums and lobby areas within its network of more than 1,110 movie theatres and 12,200 digital screens nationally, reaching 2 million+ seats.

About National CineMedia, Inc.

National CineMedia (NCM) LLC operates the largest digital in-theatre network in North America through long-term agreements with its founding members, AMC Entertainment Inc., Cinemark USA Inc. (NYSE: CNK) and Regal Entertainment Group (NYSE: RGC), the three largest movie theatre operators in the U.S., and through multi-year agreements with several other theatre operators. NCM LLC produces and distributes its FirstLook pre feature program; cinema and lobby advertising products; comprehensive meeting and event services and other entertainment programming content. NCM LLC’s national network includes approximately 14,000 screens of which approximately 12,200 are part of the company’s Digital Content Network (DCN). NCM LLC’s DCN covers 154 Designated Market Areas® (49 of the top 50). During 2006, approximately 550 million patrons attended movies shown in theatres owned by the NCM LLC founding members (excluding Loews). National CineMedia, Inc. (NASDAQ: NCMI) owns a 44.8% interest in and is the managing member of NCM LLC. For additional information, visit www.ncm.com.

Contact:

National CineMedia
Amy Jane Finnerty, 212-931-8117
amy.finnerty@ncm.com