The 10-year agreement for in-theater advertising is the latest twist in pandemic-era recoveries for both NCM and parent Cineworld Group.
, one of its founding partners, in the latest sign both companies are moving towards restructuring their struggling businesses in a recovering exhibition sector.
Terms of the new 10-year exhibitor service agreement were not disclosed, but the deal will see NCM continue to exclusively offer on-screen advertisements at Regal Cinemas’ over 6,000 screens and 450 theaters, while also running its Noovie show with national, regional and local advertisers. Regal, along with AMC Theatres and Cinemark, launched NCM in 2007 to supply in-theater advertising, but those companies ran into the buzzsaw of the pandemic with industry shutdowns and disruptions to the Hollywood movie supply.
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