Disney to deliver pre-theater entertainment
Studio partners with National CineMedia's FirstLook marketing program
By Susanne Ault -- Video Business, 2/20/2008
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FEB. 20 | Walt Disney Studios Home Entertainment will be delivering in-theater content for National CineMedia’s FirstLook marketing program.
Disney is planning to provide sneak peeks of its upcoming DVDs, among other products, on more than 13,400 big screens in the FirstLook network.
Generally, FirstLook programming is unspooled prior to featured films. Disney will be specifically contributing material when the FirstLook program is part of the pre-feature entertainment of G and/or PG-rated films.
Delivered through NCM’s Digital Content Network, FirstLook spans such chains as AMC Entertainment, Cinemark USA and Regal Entertainment Group across 164 U.S. markets. Starting this year, FirstLook will soon be available at certain Loews Theatres locations.
Disney joins such existing FirstLook studio partners as A&E Television Networks, Discovery Communications, NBC, Sony Pictures Entertainment, Turner Broadcasting System, Universal Studios and Warner Bros.
“NCM’s FirstLook program gives us an opportunity to showcase Disney Home Entertainment content to families in the perfect entertainment environment,” said Disney president Bob Chapek. “Joining the line-up of quality content partners NCM has developed, and being able to feature our Disney home entertainment in a relevant way, can only contribute positively to the movie-going experience.”
Cliff Marks, National CineMedia president of sales and chief marketing officer, added, “The content Disney plans to present in our pre-show program, featuring some of the most beloved and popular characters in the entertainment industry, will undoubtedly be well-received by moviegoers of all ages and is consistent with our desire to entertain our patrons with world-class content prior to their movie experience.”