Studio partners with National CineMedia

Warner Bros. is the latest studio to partner with National CineMedia on preshow marketing content that will run at the venues owned by major theater circuits such as AMC, Cinemark and Regal.

Segments in the FirstLook preshow take audiences behind the scenes of current and upcoming films, with content rotated every two weeks. The preshow, once reserved for slides or ads, has opened up significant revenue opportunities for exhibs and a distraction-free ad platform for movie and TV companies.

Warners joins A&E, Discovery, NBC Universal, Sony Pictures and TBS on the FirstLook roster. Upcoming titles to be promoted on the 13,500-screen network (repping more than one-third of all U.S. screens) include “Speed Racer” and “Fool’s Gold.”

Warner Bros. will also utilize many of NCM’s advertising and promotional products in theater lobbies, including NCM’s Lobby Entertainment Network (LEN), which features more than 2,200 video and high-definition plasma screen displays strategically placed in the lobbies and concessions areas of more than 900 theaters.

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