National CineMedia (NCM) Launches GRAMMY Awards® Partnership on the Big Screen

Featured Artists Idina Menzel, Vance Joy and Echosmith Kick Off The Entertainment Marketing Program With a Behind-the-Scenes Look at What Inspires Creativity

January 29, 2015
"Glade® is a terrific launch partner, and I look forward to exploring many other new and exciting themes with top artists and brands as the program grows."

CENTENNIAL, Colo. & LOS ANGELES--(BUSINESS WIRE)--Music has always been an integral part of the movies, and National CineMedia (NCM) and The GRAMMY Awards® are launching a new big screen partnership in movie theaters nationwide.

This new entertainment marketing program will give moviegoers an exclusive behind-the-scenes look at recording artists and their creative process, and will kick off with featured artists Idina Menzel, Vance Joy and Echosmith.

Premiering in NCM’s FirstLook pre-show in November, the first episode in the program featured Tony Award winner Idina Menzel in the studio as she revealed how her recording environment helps inspire her creative process. The second episode, which premiered in December, features Australian singer-songwriter Vance Joy discussing his in-studio artistic process for his hit single Riptide and debut album Dream Your Life Away. American alt/pop band Echosmith will be featured in the third episode, premiering on February 20.

Glade® has signed on as the exclusive launch partner for the NCM program from its premiere through March 5, 2015. New Glade® brand creative will also feature a nod to music and inspiration.

In addition to the on-screen content, the partnership also includes a sweepstakes where movie and music fans can enter to win a trip for two to the GRAMMY Awards in Los Angeles in 2015 and 2016. To encourage moviegoers to enter the sweepstakes and tune in to the 57th annual GRAMMY Awards on Sunday, February 8 at 8:00 p.m. on CBS, the marketing program also incorporates box office handouts as well as integrated online, mobile and social media promotional elements.

“Our relationship with the GRAMMY Awards allows us to give brands unique access to the music and artists who inspire the movies,” said Cliff Marks, president of sales and marketing with NCM. “Glade® is a terrific launch partner, and I look forward to exploring many other new and exciting themes with top artists and brands as the program grows.”

About National CineMedia (NCM)

National CineMedia operates NCM Media Networks, the #1 weekend network in America and the largest cinema advertising network reaching moviegoers on-screen, on-site, online and on mobile devices. NCM offers captivating entertainment content, national reach and unparalleled audience engagement across its digital in-theater network of over 20,000 screens in over 1,500 theaters in 183 Designated Market Areas® (49 of the top 50). During 2013, over 710 million moviegoers attended theaters that exclusively present NCM's FirstLook pre-show program, including AMC Entertainment Inc. (NYSE:AMC), Cinemark Holdings, Inc. (NYSE:CNK), Regal Entertainment Group (NYSE: RGC), and 40 other leading regional theater circuit affiliates. National CineMedia, Inc. (NASDAQ:NCMI) owns a 45.8% interest in and is the managing member of National CineMedia LLC. For more information, visit (NCMI-A)

About The GRAMMY Awards

Established in 1957, The Recording Academy is an organization of musicians, songwriters, producers, engineers and recording professionals that is dedicated to improving the cultural condition and quality of life for music and its makers. Internationally known for the GRAMMY Awards — the preeminent peer-recognized award for musical excellence and the most credible brand in music — The Recording Academy is responsible for groundbreaking professional development, cultural enrichment, advocacy, education and human services programs. The Academy continues to focus on its mission of recognizing musical excellence, advocating for the well-being of music makers and ensuring music remains an indelible part of our culture. For more information about The Academy, please visit

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About SC Johnson

SC Johnson is a family company dedicated to innovative, high-quality products, excellence in the workplace and a long-term commitment to the environment and the communities in which it operates. Based in the USA, the company is one of the world's leading manufacturers of household cleaning products and products for home storage, air care, pest control and shoe care. It markets such well-known brands as GLADE®, KIWI®, OFF!®, PLEDGE®, RAID®, SCRUBBING BUBBLES®, SHOUT®, WINDEX® and ZIPLOC® in the U.S. and beyond, with brands marketed outside the U.S. including AUTAN®, TANA®, BAMA®, BAYGON®, BRISE®, KABIKILLER®, KLEAR®, MR MUSCLE®, and RIDSECT®. The 129-year-old company, that generates $9 billion in sales, employs nearly 12,000 people globally and sells products in virtually every country around the world.


National CineMedia (NCM)
Amy Jane Finnerty, 212-931-8117
The Recording Academy
Jerry J. Sharell, 310-581-1264