You will be redirected back to your article in seconds

National CineMedia Adds Santikos Theatres, Cinetopia, Other Theater Circuits (EXCLUSIVE)

National CineMedia has added five new movie theater circuits to its cinema advertising network.

The additions will give the company behind the “First Look” pre-movie programming an audience of over 10 million people, it estimates. The deal was announced at CinemaCon, the annual exhibition trade show taking place this week in Las Vegas.

The new additions include Santikos Theatres, Cinetopia, Crossroads Movies 8 and the Rosecrest Entertainment Lexington Cinema 8. Movie theaters have increasingly viewed advertising as an important way to boost revenues in recent years, and National CineMedia includes three of the top four chains among its client base — AMC, Cinemark and Regal Entertainment Group.

National CineMedia CEO Kurt Hall argues that its ads and teases for movies and TV shows from the likes of Sony Pictures Entertainment and A&E reach more eyeballs than almost any other weekend program save for sports. Friday, Saturday and Sunday are traditionally the biggest days for moviegoing audiences, but dead zones for television programming.

“Bringing in new circuits allows us to create more ubiquitous coverage across various states,” he said. “We’re competing with TV, cable and online video platforms. Getting bigger lets us compete more effectively.”

National CineMedia had tried to grow its base via the M&A route, but Justice Department objections to a proposed marriage with ScreenVision on anti-trust grounds led it to abandon the merger earlier this year.

The Santikos Theatre circuit includes nine theaters primarily in Texas; Cinetopia offers four theaters in areas such as Kansas City and the Pacific Northwest; while the Crossroads location is in Oklahoma City and the Rosecrest Entertainment Lexington Cinema venue is in North Carolina.

More Film

  • Aladdin

    'Aladdin' to Soar Above Box Office Competition Over Memorial Day Weekend

    When Disney first released “Aladdin” in 1992, Bill Clinton was just settling in to the Oval Office, “Game of Thrones” wasn’t much more than a book idea percolating in the mind of author George R.R. Martin, and Johnny Carson was wrapping up his stint as “Tonight Show” host. In some ways, 2019 feels like a [...]

  • Daniel Dae Kim Hellboy

    Cannes: Daniel Dae Kim Joins Joe Penna’s Sci-Fi Thriller ‘Stowaway’

    Daniel Dae Kim, best known recently for ABC’s “The Good Doctor,” will join Anna Kendrick and Toni Collette in Joe Penna’s sci-fi thriller “Stowaway.” The movie marks the second feature from Penna and Ryan Morrison, the duo behind the Cannes Official Selection film “Arctic,” which released earlier this year. XYZ Films and CAA Media Finance [...]

  • Invisible Life Brazilian Cinema

    Karim Ainouz on Cannes Un Certain Regard's ‘The Invisible Life’

    CANNES  —  Karim Aïnouz’s “The Invisible Life” begins with two  sisters, not much over 20, Eurídice (Carol Duarte) and Guida (Julia Stockler) sitting by the shore of one of the multiple bays around Rio de Janeiro, a lush tropical forest behind. They have all their life in front of them. Guida suddenly dashes off clambering [...]

  • Cannes: Neon, Hulu Acquire 'Portrait of

    Cannes: Neon, Hulu Acquire Celine Sciamma’s 'Portrait of a Lady on Fire'

    Neon and Hulu have acquired North American rights to Céline Sciamma’s love story “Portrait of a Lady on Fire,” which premiered in competition at Cannes. Neon is planning a theatrical release for the film this year, which will include an awards campaign in all categories. The film is set in Brittany, France in 1770. Marianne [...]

  • Brightburn review

    Film Review: 'Brightburn'

    “Superman” meets “The Omen” in “Brightburn,” a watchable but super-silly mix of superheroics and evil-child horror that mashes together singularly uninspired ideas from both. Offering R-rated fantasy competition to “Aladdin” this Memorial Day weekend, it should do OK with undiscriminating audiences seeking familiar, forgettable genre thrills. But the franchise prayers that an open-ended fadeout dangles [...]

  • Aladdin

    Film Review: Will Smith in 'Aladdin'

    Of all the characters in Walt Disney Studios’ canon, is there any more animated than the Genie from “Aladdin”? In 1992, old-school cartooning seemed the only way to keep up with comedian Robin Williams’ rapid-fire sense of humor and free-associative gift for improvisation. Much of the appeal of the original “Aladdin” came thanks to the [...]

More From Our Brands

Access exclusive content