National CineMedia Expands Cinema Ad Network to 680+ Screens
2026-10-30 · via Digital Signage Today
National CineMedia (NCM) has added two new exhibitor partners and renewed agreements with 10 existing ones, pushing its cinema advertising network past 680 screens nationwide, according to a company press release. For media buyers and operators tracking out-of-home screen inventory, the move signals continued consolidation and growth in cinema as a DOOH advertising channel even as theatrical attendance patterns remain uneven industry-wide.
The two new partners are The Cinemas by Blue Fox Entertainment and The Lot. The Cinemas is a newly formed exhibitor that took over New York and Los Angeles locations acquired from IPIC Theaters in June, according to the release. The Lot is a luxury dine-in theater chain adding screens in Los Angeles, San Diego and San Francisco.
NCM did not break out how many of the 680-plus screens come from the new additions versus the 10 renewals, and the release does not name which exhibitors renewed. That makes it hard to gauge how much of this is genuine network expansion versus retention of existing inventory.
What it means for the network
Bernadette McCabe, NCM's vice president of exhibitor relations for NCM and Spotlight, said in the release that the agreements reflect a shared belief in cinema advertising's ability to reach engaged audiences. James Huntsman, founder of The Cinemas, said NCM's advertiser roster and theatrical-influenced content align with his company's push for a premium moviegoing experience.
For exhibitors, joining a network like NCM means outsourcing ad sales and screen content delivery to a third party with existing brand relationships, in exchange for revenue share. For advertisers and agencies buying cinema DOOH, each added exhibitor expands reach without requiring new direct deals with individual theater chains.
The release does not disclose financial terms of the agreements, the length of the renewed contracts, or specifics on the technology and media players used to deliver content to the added screens. It also does not say whether The Cinemas and The Lot locations required new hardware installs or integration work, which would matter to anyone assessing the operational lift behind a network addition of this size.
NCM has spent recent years working to diversify its exhibitor base beyond the major chains, and adding smaller, boutique and luxury operators like The Lot fits that pattern. Whether this translates into measurable ad revenue growth is not addressed in the release. Readers watching the cinema advertising segment will want to see NCM's next earnings disclosures for evidence of whether screen count growth is converting into ad dollars.
The announcement in full
Reproduced from Digital Signage Today for reference. Digital Signage Magazine did not write the text below.
National CineMedia is strengthening its cinema advertising network with two new exhibitor partners and 10 renewed exhibitor agreements. Its network will now reach more than 680 screens nationwide, according to a press release .
The two partners are The Cinemas by Blue Fox Entertainment and The Lot.
"We're proud to deepen our partnerships across the exhibitor community and to welcome The Cinemas and The Lot into the NCM network," Bernadette McCabe, vice president, exhibitor relations, NCM and Spotlight, said in the release. "Each of these agreements represents a shared belief in the power of the big screen to connect brands with highly engaged audiences, and we look forward to building on these partnerships in the markets advertisers care about most."
The Cinemas, a newly formed exhibitor, joins NCM, with locations in New York and Los Angeles acquired from IPIC Theaters this past June. The Lot, a luxury dine-in exhibitor, brings new screens across Los Angeles, San Diego and San Francisco.
"NCM's curated roster of exclusive advertisers leans into theatrical-influenced content which, in turn, grabs the attention of our guests," James Huntsman, founder of The Cinemas, said in the release. "We're proud to partner with a team that shares our commitment to providing a premium moviegoing experience for our customers, and we look forward to continued collaboration."
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