Theaters to screen live alternative programming
In an effort to expand its domestic footprint, National CineMedia, an integrated in-theater media company, has inked an exclusive long-term agreement with Minnesota-based exhibitor United Entertainment Corp.
The deal includes 14 UEC theaters across the U.S., totaling 124 screens.
Under the agreement, the select UEC locations will screen NCM’s FirstLook pre-feature program and will present NCM Fathom’s live and pre-recorded alternative programming, such as live broadcasts of the Metropolitan Opera, sporting events and concerts.
“With the addition of UEC’s theaters in several new and existing states and DMAs, we are continuing to improve our competitive positioning against other national media networks,” said NCM chairman-CEO Kurt Hall.
UEC estimates a combined annual attendance of 2.5 million patrons.
NCM has long-term agreements with the nation’s top three circuits — Regal, AMC and Cinemark — and 30 additional partnerships with top regional chains, representing approximately 1,530 theaters and more than 19,200 screens.