National CineMedia, Movio Reach Licensing Agreement

NCM taps Movio’s cinema exhibitor marketing data analytics system.

National CineMedia has inked a deal to become the first U.S.-based licensed user for Movio’s new Movio Media market research platform.

Movio’s flagship product, Movio Cinema, holds marketing data covering an estimated 21 percent of cinema screens worldwide (15,970 screens). The newly released iteration of Movio Media was created to analyze data, and will be employed across NCM’s in-theater network that offers its FirstLook pre-show. This network reaches approximately 20,150 movie screens in approximately 1,600 theaters.

“As the media industry becomes increasingly data-driven, NCM is changing the dynamics of reaching cinema audiences through better data,” said Cliff Marks, president of sales and marketing, NCM. “With this new relationship with Movio and their Movio Media data platform, we can now fuse consumer, lifestyle and brand usage data to help our advertising clients be even smarter about the way they use cinema to reach their marketing goals.”

Calling the agreement a “crucial milestone” for Movio, its CEO and co-founder Will Palmer said, “NCM’s endorsement of Movio Media is a game changer for us and validates our core belief that data analytics are no longer a ‘luxury’ add-on to a marketing campaign but rather the indispensable direct link to the moviegoer.”