As National CineMedia comes out of bankruptcy, cinema ad firms try to hold their ground

August 24, 2023

By Michael Bürgi

July may have been a blockbuster month for the movie industry, thanks to the odd-couple pairing of Barbie and Oppenheimer — and year to date, box office receipts are said to be tracking 23% ahead of 2022, according to National CineMedia (NCM), one of the two major firms selling ad time around pre-movie content in theaters.

NCM just a few weeks ago emerged from a voluntary bankruptcy, shedding more than $1 billion in debt in the process. And both NCM and Screenvision, its main rival, are on the verge of closing their upfront deals with media buyers and brands. Cinema advertising, whether it likes it or not, stands at the end of the line for sellers of video ad time, behind linear, CTV, digital video and other digital out-of-home media.

According to both, it’s been a good upfront given how soft the market has been for video sellers overall.

Continue reading this article on Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

…read more

Source:: Digiday