Mobile Theory and NCM Media Networks Launch Joint Mobile Ad Offering to Capture Movie-Going Audience

“Mobile Movies” Mobile Ad Network Will Allow NCM to Expand its Digital Ad Suite and Reach New Audiences

November 15, 2011
"Our goal is to keep NCM’s digital offerings on the cutting edge of the cinema landscape, providing marketers the opportunity to engage a moviegoer before, during and after a movie"

CENTENNIAL, Colo. & NEW YORK--(BUSINESS WIRE)--NCM Media Networks, a leading integrated media company reaching U.S. consumers in movie theaters, online and through mobile technology, and Mobile Theory today announced the launch of “The Mobile Movies Network,” a new mobile vertical ad network targeting on-the-go movie patrons.

Now available to brands via NCM Media Networks’ large regional and national sales force, “Mobile Movies” is named after the custom network that Mobile Theory specifically engineered for NCM. The vertical network includes mobile, Wireless Application Protocol (WAP) sites and intelligent apps that pinpoint the company’s key audience in both movie theaters and online. Mobile Theory has designed the technology to target local cities and Designated Market Areas® (DMAs), with additional segmentation available based on handset & device, carrier, and day-part targeting.

Earlier this year, NCM successfully launched a new version of its “Movie Night Out” app, which has now been downloaded over one million times. The company expects “Mobile Movies” will also help capture the booming mobile ad market, offering yet another opportunity for advertisers to reach movie fans.

“Our goal is to keep NCM’s digital offerings on the cutting edge of the cinema landscape, providing marketers the opportunity to engage a moviegoer before, during and after a movie,” says Ian Owen-Ward, senior vice president of Online and Mobile for NCM Media Networks. “Mobile is the perfect extension of the movie-going experience. More and more people are using their mobile device to check-in on social media sites, research actors, check viewer reviews, and post opinions after watching a film.”

“It is our responsibility to make mobile simple and effective for marketers,” says Scott Swanson, CEO of Mobile Theory. “Working with the NCM team allowed us to produce an entirely new mobile offering, catered specifically for national and local brands who love to affiliate themselves with the movies.”

The final piece of NCM and Mobile Theory’s collaboration includes a new ad product called “Tap2.” Tap2 refers to a mobile banner that expands immediately upon tapping to reveal one of several response mechanisms, such as a video player, a map to the nearest retail location, or a coupon/promotional code. In an effort to drive more genuine reactions to advertising, NCM will offer Tap2 as part of the Mobile Movies offering.

“Tap2 is great add-on for national brand advertisers who want to syndicate movie trailers, and it’s equally beneficial for local businesses looking to attract new customers to their retail location,” says Owen-Ward.

The Mobile Movies network now includes properties such as the BoxOffice.com, Marcus Theatres.com and Wetpaint.

About Mobile Theory

Mobile Theory Inc. is the first mobile ad network built for brand advertisers. Through a network that represents exclusive, unduplicated reach on premium-quality mobile sites and apps, Mobile Theory enables the world's top brands and agencies to deliver advertising campaigns that engage and immerse the mobile consumer. Reaching more than 50 million mobile Internet users on over 300 mobile sites and apps, Mobile Theory serves up 2 billion impressions per month via rich media and stunning mobile ad executions. For more information, please visit www.mobiletheory.com.

About National CineMedia (NCM)

NCM operates NCM Media Networks, a leading integrated media company reaching U.S. consumers in movie theaters, online and through mobile technology. The NCM Cinema Network and NCM Fathom present cinema advertising and events across the nation’s largest digital in-theater network, comprised of theaters owned by AMC Entertainment Inc., Cinemark Holdings, Inc. (NYSE: CNK), Regal Entertainment Group (NYSE: RGC) and other leading regional theater circuits. NCM’s theater advertising network covers 176 Designated Market Areas® (49 of the top 50) and includes over 18,300 screens (17,300 digital). During 2010, approximately 700 million patrons attended movies shown in theaters in which NCM currently has exclusive, cinema advertising agreements in place. The NCM Fathom Events broadcast network is comprised of nearly 700 locations in 165 Designated Market Areas® (all of the top 50). The NCM Interactive Network offers 360-degree integrated marketing opportunities in combination with cinema, encompassing 42 entertainment-related websites, online widgets and mobile applications. National CineMedia, Inc. (NASDAQ: NCMI) owns a 48.7% interest in and is the managing member of National CineMedia LLC. For more information, visit www.ncm.com.

Contact:

NCM Media Networks
Amy Jane Finnerty, 212-931-8117
Amy.Finnerty@ncm.com
or
Mobile Theory
Natalia Garcia, 202-739-1322
pr@mobiletheory.com