VENDOR CHAT > CINEMA ADVERTISING to get the bigger picture of moviegoers and give advertisers a clear analysis of who our movie audiences are and why they are so valuable. We’re also expanding our Strategic Insights and Analytics Group to have a team exclusively focusing on ROI—making sure that brands know and understand how cinema works to achieve their specific marketing goals. And all of that data can also really benefit our affiliate partners and help them better understand their audiences as well. In fact, our relationships with our exhibitors will be a key renewed focus of our business going forward. With new executive management, Andy England, our new CEO, and myself as president, we’ve challenged our organization to consider what NCM does well and what we can do better, and we want to do a much better job of being more communicative, streamlined, thoughtful, and consultative in our relationships with our network of over 40 great affiliates. To that end, we’re creating a brand-new affiliate partnerships team led by veteran NCM executive Stacie Tursi (who will take over from the retiring Bob Brouillette) as our new SVP of affiliate partnerships. Stacie will report directly to me, and for the first time in my career, I will take a more active role working with our NCM affiliate partners. We want to be the first choice for affiliates, and I’m excited to be working more closely with them to ensure that they get the most out of our cinema-advertising programs. On the advertising and creative side, we’ve also done some rather groundbreaking ad partnerships and campaigns in recent months, including bringing AT&T, AMC Theatres and Regal Entertainment Group, and Movietickets.com together to launch the new Ticket Twosdays program, which rewards customers with a free movie ticket when they buy one at full price through AT&T THANKS. As the AT&T Ticket Twosdays program continues to grow, we plan for other leading national and regional movie theater circuits across the country to join the list of participating theaters, so it is a great opportunity for our NCM affiliate partners as well. In June, Airbnb’s “Double Feature” campaign launched in NCM theaters in the U.S., as well as theaters in the U.K. and Australia, using the first-of-its-kind 3D technology to show two different travel experiences on the same screen simultaneously. An onscreen message prompted the movie audience to put on their special 3D glasses provided by Airbnb, and instructed them to simply tilt their heads up or down to change experiences. The unique Airbnb spot creative allowed moviegoers to experience different versions of the same vacation being shown on the screen depending on their personal perspective and whether they looked through the top or bottom of their glasses. It was a big hit and a groundbreaking example of how we can collaborate with an agency and a client to help them tell their story in cinema in a way that simply can’t be done anywhere else. NO POLITICS, PLEASE I think our decision to stay out of the political fray was the right one for our exhibitor partners, our audiences, and our advertising clients. We respect the fact that people go to the theater to enjoy themselves and escape into the magic of the movies, and it is very important to honor this entertainment experience. People are bombarded with politics in every other medium, especially this election season, and I don’t know a single person who isn’t overwhelmed by it. NCM’s FirstLook is an oasis, not only for audiences but for brands who don’t want their messages to be running alongside all of that clutter and negativity. While we compete aggressively for all other ad dollars in the video sphere, making the decision to walk away from political spending really set NCM apart, and both brands and audiences have thanked us for it. 2017 OUTLOOK We’re looking forward to 2017, especially as we launch our new Data Management Platform (DMP) into the marketplace to help us better compete on the data front with digital companies like Facebook and Twitter. Data is king in the ad world, and brands expect detailed metrics on audience targeting and ROI. Our NCM “big data” initiative will be tremendously helpful in securing deals and helping brands make more and better use of cinema advertising. As I mentioned earlier, we will also be really focused on adding new affiliates to our national network in 2017, and we plan to be much more proactive in working with new exhibitors to come on board with the number-one theater network in the country. EVOLUTION Cinema advertising needs to keep pace with the digital revolution, and NCM is evolving to become more focused on things like data, audience targeting, beaconing, and interactivity on the big screen. Our millennial movie audiences are driving the conversation, and they are changing the way the world enjoys entertainment content. We are investing significantly to make sure we continue to be a part of their passion for movies. We believe that anyone seeking an 18 to 34 or 18 to 49 demo will use cinema for its broad national reach, but with our new DMP, we are now really able to target specific audiences in cinema in a way that’s never been done before. We’re breaking new ground with financial and investment companies, CPGs, and other industries that are not traditional spenders in our medium, because we are able to better target their key demos through our NCM network, and that’s an exciting change and growth opportunity for our business. PARROT FILM Shane Adams Director THEATER PROFILE We specialize in the independent theaters in smaller markets. We love the local theaters that have one to five screens, and most of the theaters we work with are in towns that have less than 15,000 people. In fact, we even have a few theaters in towns of under 3,000 people, although we also have theaters in towns such as Indianapolis and Minneapolis, so we do service independent theaters in larger cities as well, and we couldn’t be happier to have all of them as part of the Parrot family. We have theaters all over the country from New York to California, and as long as it’s an independent theater we are more than happy to work with them no matter where they are located. STANDING OUT We are a family-owned-and-operated company that my grandfather originally worked for and my father eventually bought, and since we work with smaller markets we have to have an emphasis on customer service. While our product is top notch, it’s our everyone-is-family attitude that puts us apart from the big guys. ADVERTISING SECTORS Health care in general seems to be really making a push, from long-term-care facilities 70 BoxOffice ® OCTOBER <strong>2016</strong>
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