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I swear that movies used to start on time and you had to come early to see the coming attractions. I’m probably misremembering, but we all know that what used to be a few quick previews now often lasts more than 15 minutes. There are trivia games (with sponsors of course), straight up commercials, trailers for movies that look horrible, and a few trailers that actually get you excited. Some see this as the cheapening of the moviegoing experience, and that’s exactly what it is–it keeps ticket prices down. National CineMedia is the company behind much of the pre-feature entertainment and advertising that you see in movie theaters. They’re based in Centennial, CO and publicly traded, though they’re also “owned and operated by the 3 largest theater circuits in America: Regal, AMC and Cinemark plus 36 select affiliate partners.”
Depending on your opinion of coming attractions, you may love or hate National CineMedia’s “FirstLook” product, but there’s no way to deny that their business is fascinating. National CineMedia’s network spans more than 19,000 screens and reaches 700,000,000 moviegoers annually. Beyond the in-movie advertising, they also offer on-site (signage), online, and mobile ad inventory. If NCM were a tv network, they’d be 7th in terms of audience reach. But that’s not a great comparison because cinema advertising typically blows tv advertising out of the water–we’re talking 50% more brand recall, 67% more message recall, and 83% more ad likability. That’s what a truly captive audience does for you. If you’re intrigued by National CineMedia, visit their Careers page. Right now they have a few jobs that seem suitable for a new or recent grad including:
Just promise that if you land the job, you won’t make “FirstLook” any longer.
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