Upfront Review: NCM Delivers on Content and Landmark Partnerships -- Christie Allen

amp160On the heels of the announcement of the acquisition of Screenvision NCM did not disappoint during Upfront Week It is putting a full court press on marketers with new strategic partnerships that have given them control of this niche in the premium video space The Bigger Picture theme of the event rang true as NCM proved to have the biggest screens captivated audiences and most importantly no way to skip adsVenue AMC Lincoln Square was an ideal setting for NCM to highlight its blockbuster entertainment programming The preshow kicked off with popcorn and sodas creating the moviegoer experience through familiar smells and tastes After viewing the program in the movie theater guests headed next door to the concession area lined with classic Hollywood venues for lunch Grade 45 JacksPresentation and Hosts The event opened with a parody titled amp8220Screen Trekamp8221 a comedic take on amp8220Star Trekamp8221 with the theme that size does indeed matter on the big screen Comedian Frank Caliendo took it from there and began the program with a monologue about everything from his first job out of college which happened to be in advertising to impressions of Morgan Freeman Al Pacino and Liam Neeson Cliff Marks President of Sales and Marketing for NCM took the stage next His presentation was crisp and to the point He discussed how we are now living in a video everywhere marketplace and that NCM holds their event during Upfront Week because according to its ratings thatamp8217s where it belongs amp8220Our new 201415 upfront pricing strategy reflects NCMamp8217s repositioning to compete in the TV primetime and live event marketplaceamp8221 he said amp8220Just like TV NCM will be offering Nielsen Post Buy Analysis and demo guarantees to our upfront advertisers beginning in Q4 of 2014amp8221 Advertisers learned about some new pictures to look for in 20142015 including amp8220The Avengers Age of Ultronamp8221 amp8220Dumb and Dumber Toamp8221 amp8220The Hunger Games Mockingjay Part Iamp8221 and what is sure to be an instant classic from DisneyPixar amp8220Inside Outamp8221 Dave Kupiec EVP of sales and marketing walked the audience through a string of announcements from the makeover of Firstlook NCMamp8217s preshow program to partnerships with Shazam Maker Studios Ideas United and The Grammy Awards Grade 5 JacksNews NCM had not shortage of big announcements to make at the event starting with the industryamp8217s first Cinema Audience Targeting Optimizer CATO which give brands amp8220the ability to create more effective media plans based on film genres that will maximize consumer targetabilityamp8221 CATO is slated to launch in 2015 CATO along with the integration of Screenvision theaters into NCMamp8217s network which will now have 34000 screens in all 50 states has positioned the company for what is sure to be an exciting year NCM also debuted the networks new FirstLook preshow Firstlook gives advertisers a new way to integrate their brand into the show that is both innovative and organic Through NCMamp8217s new partnership with Shazam advertisers can literally put a brand in the hands of moviegoers as they watch making FirstLook a fast seamless way to engage share and purchase content NCM and Maker Studios announced their plans to bring top digital stars and premium programming to the silver screen Maker Studios is the leading producer and distributor of online content giving brands yet another way to associate with Hollywood and the movies on the big and small screen With another branded entertainment play NCM partnered with Ideas United who creates content promotions and events for premier brands this partnership helps brands connect with emerging filmmakers to produce content for the big screen The last strategic partnership announced was with The GRAMMY Awards Through this partnership NCM will have unparalleled access to artists who create and inspire movies because they recognize how truly important music is in film Grade 5 JacksOverall Grade 5 Jacks The presentation and talent were crisp clean and most importantly kept the audience engaged The NCM team gave advertisers compelling reasons to start chipping away at TV budgets5 Jacks Excellent4 Jacks Very Good3 Jacks Good2 Jacks Fair1 Jack Poor0 Jacks Worse than BadChristie Allen is Director of Member Services for MyersBizNet She joins us from sports marketing having served in premium sales and services roles focused on Fortune 500 companies most recently with the New York Yankees and previously with the Charlotte Hornets Christie can be reached at Christiejackmyerscom Check us out on Facebook at MediaBizBloggerscomFollow our Twitter updates at MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and 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Upfront Review: NCM Delivers on Content and Landmark Partnerships -- Christie Allen

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