National CineMedia (NCM) has changed up a few advertising tactics in order to increase total revenue spend according to MediaPost.
As one of the largest cinema advertising networks in America, the vendor has begun the process of phasing out the Fathom Business Events operations. With events revenue fading out, NCM will invest in new products in order to increase total revenue.
One new product will be an interactive video display called a “Monster Wall.” The wall will be approximately 8 feet by 10 feet and encourage people to interact with it by way of game and entertainment content. “Monster Wall” will also house interactive advertising content for moviegoers, which will give advertisers another way of reaching potential consumers. So far, it’s being tested in large markets. Should it be deemed successful, it will be dispersed across the network’s other theaters.
Another initiative rolling out later this year is FirstLook Sync, which is a second-screen capability with smartphones. The idea is to have movie audiences interact with the movie content through this technology.
With all of the upcoming changes this year, NCM is estimating a 1-4% increase in total revenue compared to 2012.