Centennial, CO and Reisterstown, MD -- National CineMedia (NCM), a leading integrated media company reaching U.S. consumers in movie theaters, online and through mobile technology, has entered into a network affiliate agreement with R/C Theatres, a Maryland-based cinema chain, for the presentation of cinema advertising and NCM Fathom entertainment and business events in theaters.
Under the terms of the exclusive multi-year agreement, 12 R/C Theatres with 90 screens in Florida, Maryland, North Carolina, Pennsylvania and Virginia will join the NCM Cinema Network beginning in September 2010. In addition to exclusively presenting NCM's FirstLook pre-feature program, select R/C Theatres locations will also present NCM Fathom's live and pre-recorded in-theater entertainment and corporate events. R/C Theatres has an estimated annual attendance of over two million patrons.
"The high quality RC Theaters are a great addition to our NCM Cinema and Fathom Networks," said Kurt Hall, NCM's chairman and chief executive officer. "The addition will expand our theatre network in the mid-Atlantic region, improving geographic coverage for our cinema advertising clients while providing the R/C patrons with our high quality FirstLook preshow and Fathom entertainment programming."
"We were looking for a pre-show and alternative content partner whose quality of production and presentation was as close as possible to that of the movies themselves. We found that partner in NCM." said David Phillips, COO-CFO of R/C Theatres.
R/C Theatres is the most recent addition the NCM Cinema Network - the largest digital in-theater video and satellite distribution network in North America. NCM currently has exclusive, long-term cinema advertising agreements in place with its founding member exhibitors, AMC Entertainment Inc., Cinemark Holdings Inc. and Regal Entertainment Group, as well as network affiliate pacts with theater circuits such as Carolina Cinemas, Cobb Theatres, Galaxy Theatres, LLC, Georgia Theatre Company, Goodrich Quality Theaters, Great Escape Theatres, Hollywood Theaters, Kerasotes ShowPlace Theatres, Metropolitan Theatres, MJR Theatres, Picture Show Theatres, ShowBiz Cinemas, LLC, Starplex Cinemas and Storyteller Theatres Corporation, among others.