US cinema advertiser National CineMedia (NCM) recently held its upfront, during which is sells advertising much like television networks do, based on the upcoming movies/shows. NCM’s new CEO Andy England argued that Millennials are turning up for cinema in greater numbers and had the statistics to prove it, in an upbeat message about the future of the medium. Having laid to rest the ghost of the failed Screenvision merger, NCM is clearly focused on being a data-driven company on a mission to beat the US tel
Source: Millennials Love Cinema Says NCM (Data Backs It Up) – Celluloid Junkie