NCM to Bring U.S. Brands to the Big Screen in China, China Times to Bring Chinese Brands to NCM’s National Network
NEW YORK & BEIJING - NCM Media Networks and Beijing China Times Media Advertising Co., Ltd. have entered into an advertising cooperation and fee agreement to help international brands reach movie audiences in the United States and China.
“For China Times, it also represents a true service value as we become the bridge for our advertising clients to enter the U.S. Market.”
As part of the new agreement, the two cinema advertising leaders will now work together to offer marketers in each country the opportunity to reach moviegoers in their respective countries.
For American advertisers and their agencies looking to reach consumers in the second-largest movie market in the world, NCM can now offer access to cinema advertising inventory through the China Times Cinema Network, which includes over 200 Wanda Cinemas and other leading movie theater circuit affiliates across China. The Wanda Cinema Line is the top-ranked cinema circuit in Asia, with 116 five-star cineplexes and 985 movie screens, of which 69 are IMAX screens. In addition to exclusive resources of Wanda Cinema Line, the China Times Cinema Network also includes 96 other influential theaters and more than 600 screens nationwide, with an annual audience of over 60 million moviegoers. China Times’ cinema advertising network growth rate leads the industry with a 25 percent increase in the number of theaters and a 40 percent increase in audience impressions year-to-year. In June 2013, China Times obtained the IMAX screen advertising rights, making it the one and only agency with this exclusive right in China. Based on these industry-leading resources, the China Times Cinema Network could provide a competitive and attractive advertising option for global clients.
Likewise, for Chinese advertisers that are interested in reaching U.S. audiences, China Times can now help them to bring their brands to the big screen in America across National CineMedia’s NCM Media Networks, the top national cinema network reaching moviegoers on-screen, on-site, online and on the go. NCM operates the largest digital in-theater network in North America, which allows for the targeted distribution of cinema advertising and entertainment events within its network of AMC Entertainment Inc., Cinemark Holdings, Inc., Regal Entertainment Group and other top affiliate movie theaters nationwide. NCM’s network reaches over 1,500 theaters and approximately 19,300 screens with 3 million+ seats in 183 Designated Market Areas® (49 of the top 50) in the United States, with an annual audience of over 700 million moviegoers. NCM is America’s No. 1 weekend network, consistently ranking higher in reach than any other network on Fridays and Saturdays,* and is a top 10 network during the rest of the week, ranking on average as the No. 8 network during key sweeps periods.
“Many of our national advertising clients are international brands, so this is a unique opportunity for us to be able to help them or their media agency reach the same highly engaged, enthusiastic movie audiences in China that they do here in the U.S.,” said Cliff Marks, president of sales and marketing with NCM Media Networks. “This new arrangement also creates a conduit for Chinese companies that would like to reach American moviegoers through our NCM network.”
“This new cooperative relationship will help our Chinese national enterprises by allowing us to offer them an indispensable way to build their international brand images and promote their trans-national marketing strategies,” said Lyu Ping Bo, chief editor of China Times. “For China Times, it also represents a true service value as we become the bridge for our advertising clients to enter the U.S. Market.”
About National CineMedia (NCM)
National CineMedia (NCM) operates NCM Media Networks, a leading integrated media company reaching U.S. consumers in movie theaters, online and through mobile technology. The NCM Cinema Network and NCM Fathom Events present cinema advertising and events across the nation’s largest digital in-theater network, comprised of theaters owned by AMC Entertainment Inc., Cinemark Holdings, Inc. (NYSE: CNK), Regal Entertainment Group (NYSE: RGC) and other leading regional theater circuits. NCM’s theater advertising network covers 183 Designated Market Areas® (49 of the top 50) and includes approximately 19,300 screens (over 18,400 digital). During 2012, approximately 710 million patrons attended movies shown in theaters in which NCM currently has exclusive, cinema advertising agreements in place. The NCM Fathom Events live digital broadcast network (“DBN”) is comprised of over 740 locations in 172 Designated Market Areas® (including all of the top 50). The NCM Interactive Network offers 360-degree integrated marketing opportunities in combination with cinema, encompassing 41 entertainment-related websites, online widgets and mobile applications. National CineMedia, Inc. (NASDAQ: NCMI) owns a 44.9% interest in and is the managing member of National CineMedia LLC. For more information, visit www.ncm.com. (NCMI-A)
Beijing China Times Media Advertising Co., Ltd.
Beijing China Times, which is invested in by Wanda Group, offers a wide spectrum of communication services including financial newspaper, magazine, cinema commercials, high-end financial activities, LED advertising, plaza advertising, etc. It provides the Chinese New Rich with accurate, comprehensive and insightful information on finance and business. It also affords high-end brand clients valuable and integrated broadcast solutions.
China Times media is the partner and advertising agent for Wanda Cinema, whose 116 first-rate theaters contribute 18 percent of box-office income, and whose 985 screens attract approximately 60 million audiences annually. China Times also has 96 other influential theaters and more than 600 screens which form a nationwide network. By using these resources, China Times Media can provide a promotion solution that integrates commercials before the show, ticketing cooperation, fan meeting, in-field advertising, etc.
For more information about China Times, visit http://www.chinatimes.cc/index.htm. For more information about Wanda Cinema Line, visithttp://www.wanda.cn/English/Industry/wenhua.shtml.
*Source: Nielsen Monitor Plus, A18-49, Mon-Sa 8p-11p; Su 7p-11p, 60 min qualifier, Nielsen Cinema Audience Reports Feb 2012, May 2012; July 2012; Nov 2012.