National CineMedia (NCM) Adds R/C Theatres to Its Cinema Network

Affiliate Agreement Includes the Presentation of NCM’s FirstLook Cinema Advertising Pre-Feature Program, as well as NCM Fathom Entertainment and Business Events

August 12, 2010
"We were looking for a pre-show and alternative content partner whose quality of production and presentation was as close as possible to that of the movies themselves. We found that partner in NCM"

CENTENNIAL, Colo. & REISTERSTOWN, Md.--(BUSINESS WIRE)--National CineMedia (NCM), a leading integrated media company reaching U.S. consumers in movie theaters, online and through mobile technology, has entered into a network affiliate agreement with R/C Theatres, a Maryland-based cinema chain, for the presentation of cinema advertising and NCM Fathom entertainment and business events in theaters.

Under the terms of the exclusive multi-year agreement, 12 R/C Theatres with 90 screens in Florida, Maryland, North Carolina, Pennsylvania and Virginia will join the NCM Cinema Network beginning in September 2010. In addition to exclusively presenting NCM’s FirstLook pre-feature program, select R/C Theatres locations will also present NCM Fathom’s live and pre-recorded in-theater entertainment and corporate events. R/C Theatres has an estimated annual attendance of over two million patrons.

“The high quality RC Theaters are a great addition to our NCM Cinema and Fathom Networks,” said Kurt Hall, NCM’s chairman and chief executive officer. “The addition will expand our theatre network in the mid-Atlantic region, improving geographic coverage for our cinema advertising clients while providing the R/C patrons with our high quality FirstLook preshow and Fathom entertainment programming.”

“We were looking for a pre-show and alternative content partner whose quality of production and presentation was as close as possible to that of the movies themselves. We found that partner in NCM,” said David Phillips, COO-CFO of R/C Theatres.

R/C Theatres is the most recent addition the NCM Cinema Network – the largest digital in-theater video and satellite distribution network in North America. NCM currently has exclusive, long-term cinema advertising agreements in place with its founding member exhibitors, AMC Entertainment Inc., Cinemark Holdings Inc. and Regal Entertainment Group, as well as network affiliate pacts with theater circuits such as Carolina Cinemas, Cobb Theatres, Galaxy Theatres, LLC, Georgia Theatre Company, Goodrich Quality Theaters, Great Escape Theatres, Hollywood Theaters, Kerasotes ShowPlace Theatres, Metropolitan Theatres, MJR Theatres, Picture Show Theatres, ShowBiz Cinemas, LLC, Starplex Cinemas and Storyteller Theatres Corporation, among others.

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 network covers 172 Designated Market Areas® (49 of the top 50) and includes approximately 17,100 screens (15,600 digital). During 2009, over 680 million patrons attended movies shown in theaters currently included in NCM’s network (excluding Consolidated Theatres). The NCM Fathom Events broadcast network is comprised of approximately 550 locations in 154 Designated Market Areas® (49 of the top 50). The NCM Interactive Network offers 360-degree integrated marketing opportunities in combination with cinema, encompassing over 40 entertainment-related web sites, online widgets and mobile applications. National CineMedia, Inc. (NASDAQ: NCMI) owns a 38.3% interest in and is the managing member of National CineMedia LLC. For more information, visit www.ncm.com or www.ncmfathom.com.

About R/C Theatres

R/C Theatres is based in Maryland and has theatres in MD, PA, VA, NC and FL. For more information, please visit http://www.rctheatres.com.

Contact:

NCM Media Networks
Lauren Leff, 303-957-1709
lauren.leff@ncm.com
or
Amy Jane Finnerty, 212-931-8117
amy.finnerty@ncm.com
or
R/C Theatres
David Phillips, 410-526-4774
davidp@rctheatres.com