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National Amusements to Add National CineMedia Event Capability to 25 Locations

Posted on Wednesday, July 25th, 2007 6:05 PM

National CineMedia (NCM) and theater chain National Amusements have entered into an agreement to expand NCM's presentations of live and pre-recorded events to 25 National Amusements locations.

NCM's FATHOM division has presented events such as live broadcasts of the New York Metropolitan Opera, the "Dirty Dancing 20th Anniversary Celebration," and quite a few music concerts for The Rolling Stones, Bruce Springsteen, and more.

The press release from National CineMedia (found below) does not specify which National Amusements theater locations will be upgraded with this new capability, and a check of the National Amusements web site did not provide any details either. It's possible that the deal has been struck, but the exact markets and theater locations have not yet been chosen.

These types of events are one of the great advantages to theaters that install Digital Cinema systems. It provides their customers with a wide range of entertainment options in addition to movies, assuming that the theaters will make room for such events instead of playing the blockbusters of the week on multiple screens, essentially turning a 20-plex into a six-plex with staggered start times...

Press Release

National CineMedia and National Amusements Enter into Affiliate Agreement to Present Alternative Events in U.S. Movie Theatres

July 24, 2007 09:30 AM Eastern Daylight Time

CENTENNIAL, Colo. & DEDHAM, Mass.--(BUSINESS WIRE)--National CineMedia LLC (NCM), has entered into a digital network affiliate agreement with National Amusements, Inc., one of the leading movie theatre exhibition companies in the U.S., for the presentation of live and pre-recorded in-theatre events presented by NCM’s FATHOM division. Under the terms of the new agreement, NCM will expand its Cinecast Network – the largest digital in-theatre live network in North America – to include 25 National Amusements theatre locations in multiple markets.

With the planned addition of the National Amusements theatres and theatres from NCM’s founding member exhibitors, AMC Entertainment Inc., Cinemark USA Inc. (NYSE: CNK) and Regal Entertainment Group (NYSE: RGC), as well as additional network affiliate theatres, NCM’s Cinecast Network will exceed 300 theatres in upcoming months. Through special satellite-based High-Definition projection and encryption systems, NCM’s Cinecast Network will distribute live and pre-recorded FATHOM events in markets across the United States.

“We’re very pleased to add the well-known National Amusement theatres to our growing list of special event venues nationwide,” said Tom Galley, executive vice president, chief technology and operations officer at NCM. “The continued expansion of our digital and satellite network, together with National Amusements theatres, broadens NCM’s ability to reach an even greater number of patrons, including those who reside in markets with less opportunity to be exposed to high quality arts and entertainment performances.”

“National Amusements is focused on reinventing the movie-going experience, making our theaters a community entertainment destination,” said Shari Redstone, president of National Amusements, Inc. “This partnership is an important step in that process, and allows us to expand our existing alternative programming, such as simulcasts of concerts, children’s programming, and other unique concepts. We are very excited about the potential that this partnership offers for developing new entertainment options for our patrons.”

Since 2002, NCM has presented a variety of music, sports and other entertainment events in movie theatres nationwide during off-peak movie going hours using its proprietary Cinecast distribution and satellite network. Recent NCM FATHOM in-theatre presentations have included live, High Definition performances of The Metropolitan Opera; the “Dirty Dancing 20th Anniversary Celebration”; and numerous concert events featuring popular artists such as The Rolling Stones, Bruce Springsteen, Prince, Bon Jovi and Linkin Park, among others.

About National Amusements, Inc.

National Amusements, Inc., is a world leader in the motion picture exhibition industry operating more than 1,500 screens in the U.S., U.K., Latin America and Russia. National Amusements delivers a superior entertainment experience in theatres around the world under its Showcase, Multiplex, Cinema de Lux, and KinoStar brands. Based in Dedham, Massachusetts, National Amusements is a closely held company operating under the third generation of leadership by the Redstone family. National Amusements is also an equal partner in the online ticketing service, MovieTickets.com, and is the parent company of both Viacom and CBS Corporation.

About National CineMedia, Inc.

National CineMedia (NCM) LLC operates the largest digital in-theatre network in North America through long-term agreements with its founding members, AMC Entertainment Inc., Cinemark USA Inc. (NYSE: CNK) and Regal Entertainment Group (NYSE: RGC), the three largest movie theatre operators in the U.S., and through multi-year agreements with several other theatre operators. NCM LLC produces and distributes its FirstLook pre feature program; cinema and lobby advertising products; comprehensive meeting and event services and other entertainment programming content. NCM LLC’s national network includes approximately 14,000 screens of which approximately 12,200 are part of the company’s Digital Content Network (DCN). NCM LLC’s DCN covers 154 Designated Market Areas® (49 of the top 50). During 2006, approximately 550 million patrons attended movies shown in theatres owned by the NCM LLC founding members (excluding Loews). National CineMedia, Inc. (NASDAQ: NCMI) owns a 44.8% interest in and is the managing member of NCM LLC. For additional information, visit www.ncm.com.

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