The preshow must go on for WB, NCM


Warner Bros. and in-theater network provider National CineMedia have partnered to offer prefeature entertainment content and advertising in U.S. movie theaters.

Warner Bros. said Monday that it will provide original, exclusive content for NCM's FirstLook prefeature program, offering behind-the-scenes looks at upcoming Warner Bros. films, including "Fool's Gold" and "Speed Racer."

Delivered through NCM's Digital Content Network, FirstLook reaches about 13,500 screens in AMC Entertainment, Cinemark USA, Georgia Theatre Co., Goodrich Quality Theaters, Kerasotes ShowPlace Theatres, Regal Entertainment Group and other network affiliate movie theaters. Warner Bros. also will use many of NCM's advertising and promotional products in theater lobbies, including its Lobby Entertainment Network, which features more than 2,200 video and HD plasma-screen displays.

"Of all of the many marketing channels available today, the one place you can be sure to reach an audience is in a movie theater," said Dan Fellman, president of domestic distribution at Warner Bros. Pictures. "National CineMedia's FirstLook and other movie theater marketing elements allow us to reach people in the perfect environment."

Existing FirstLook content partners include A&E Television Networks, Discovery Communications, NBC, Sony Pictures Entertainment, Turner Broadcasting System and Universal Studios.