Sprint and NCM Media Networks Promote Movie Theater Cell Phone Courtesy in 3-D

3-D Public Service Announcement from Sprint to Premiere in NCM’s FirstLook Pre-Feature Program in Movie Theaters Nationwide on May 21

May 17, 2010
"The added dimension of 3-D accomplished that goal on this project."

Sprint will add a new dimension to courtesy with the premier of its first 3-D cinema public service announcement (PSA) campaign in NCM’s FirstLook in movie theaters nationwide, beginning May 21, 2010. The new PSA is part of Sprint’s exclusive, multi-year agreement with NCM Media Networks – a leading integrated media company reaching U.S. consumers in movie theaters, online and through mobile technology – and its founding member circuits AMC Entertainment Inc., Cinemark Holdings, Inc., and Regal Entertainment Group.

Sprint’s 3-D creative is the evolution of its cinema campaign to promote courtesy in movie theaters through a series of public service announcements reminding moviegoers to silence their phones and refrain from texting during feature films. The Sprint 3-D courtesy PSA will be the first 3-D cinema message from a wireless company to run in the U.S.

The new 3-D Sprint courtesy campaign, created by Goodby, Silverstein & Partners in San Francisco and placed through Mindshare in New York, will be seen prior to some of this summer’s highly-anticipated 3-D films in select movie theaters in the NCM Cinema Network – the nation’s largest digital in-theater network. A 2-D version will also run in front of all other films to ensure that the PSA campaign reaches all NCM moviegoers.

Entitled “Reversal,” the new 30-second 3-D PSA features a man chatting on his cell phone who is soon surrounded by a high school musical number, caught in the middle of a police car chase, and ultimately taken away in a sci-fi alien abduction. The voice-over reminds audiences, “Movies don’t interrupt you. Please, no talking or texting during the film,” and ends with the “Sprint – The Now Network” tagline. The 3-D elements of the PSA were produced by Geneva Film Co. of Toronto.

“The opportunity to infuse 3-D into our latest cinema courtesy spot presents a unique creative platform to reach a new level of engagement with moviegoers,” said Marc Davis, group manager, national advertising for Sprint. “NCM has been collaborative throughout the process and we’re excited to see the integrated results within NCM’s FirstLook property.”

“Taking this next step into 3-D illustrates Sprint’s continued strategic innovation as a leader in the cinema space,” said Cliff Marks, NCM Media Networks’ president of sales and marketing. “But Sprint is also smart to recognize that, while 3-D is cutting edge, combining it with a traditional 2-D cinema campaign creates both brand excitement and true national reach. It’s the best of both worlds.”

NCM will also integrate unique 3-D elements into its FirstLook digital entertainment and advertising pre-feature program to coincide with the PSA launch. Designed with the audience in mind, NCM’s FirstLook provides a high-quality entertainment experience for patrons and an engaging marketing platform for advertisers.

“We’re always looking for ways to make our work more engaging,” said Paul Stechschulte, group creative director for Goodby, Silverstein & Partners. “The added dimension of 3-D accomplished that goal on this project.”

"This spot lent itself naturally to the immersive experience of 3-D. NCM's innovative vision coupled with Goodby's stellar creative was a symbiotic fit for Sprint's launch into 3-D. It was a winning team effort," says James Stewart, president, Geneva Film Co.

About Sprint Nextel

Sprint Nextel (NYSE: S) offers a comprehensive range of wireless and wireline communications services bringing the freedom of mobility to consumers, businesses and government users. Sprint Nextel served more than 48 million customers at the end of the first quarter of 2010 and is widely recognized for developing, engineering and deploying innovative technologies, and the first and only wireless 4G service from a national carrier in the United States; offering industry-leading mobile data services, leading prepaid brands including Virgin Mobile USA, Boost Mobile and Assurance Wireless and instant national and international push-to-talk capabilities; and a global Tier 1 Internet backbone. With its customer-focused strategy, you can learn more and visit Sprint at www.sprint.com or www.facebook.com/sprint and www.twitter.com/sprint.

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 171 Designated Market Areas® (49 of the top 50) and includes approximately 17,100 screens (15,500 digital). During 2009, approximately 680 million patrons attended movies shown in theaters currently included in NCM’s network (excluding Consolidated Theatres). The NCM Interactive Network offers 360-degree integrated marketing opportunities in combination with cinema, encompassing approximately 40 entertainment-related web sites, online widgets and mobile applications. National CineMedia, Inc. (NASDAQ: NCMI) owns a 40.7% interest in and is the managing member of National CineMedia LLC. For more information, visit www.ncm.com.

About Goodby, Silverstein & Partners

Goodby, Silverstein & Partners, a unit of the Omnicom Group, is one of the world’s most respected and most awarded advertising agencies. Founded in 1983, the company is based in San Francisco and has over 500 employees serving a broad array of national and international accounts, including Hewlett-Packard, Frito-Lay, Häagen-Dazs, CMPB ('got milk?'), Adobe, Sprint, NBA, and many others. To know more about GS&P, please visit www.goodbysilverstein.com.

About Geneva Film Co.

Geneva Film Co., is a world leader in 3-D commercial production. Based in Toronto, Canada, Geneva's work spans from commercials to music, documentary, and integrated content. Geneva founder, producer/director James Stewart, has been at the forefront of the 3-D revolution and a recognized industry voice on the power and potential of Digital 3-D. For more information, visit www.genevafilmco.com.

Contact:

NCM Media Networks
Amy Jane Finnerty
212-931-8117
amy.finnerty@ncm.com
or
Sprint
Dave Mellin
720-840-4788
Dave.Mellin@sprint.com

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