National CineMedia to Acquire Captivate in Elevator DOOH Deal
2026-08-14 · via DailyDOOH
National CineMedia, Inc. (NASDAQ: NCMI) has entered into a definitive agreement to acquire Captivate Holdings, LLC, the operator of digital elevator and lobby advertising screens across North American office and residential buildings. Solomon is serving as financial advisor to Captivate on the sale, according to the announcement.
The deal is expected to close in the second half of 2026, subject to what the companies describe as customary closing conditions. No purchase price has been disclosed.
For operators and media buyers, the combination brings together two large but distinct out-of-home networks. Captivate says it operates more than 26,000 digital screens in office and residential lobbies and elevators, reaching what it calls high-value consumers and business decision-makers in their daily routines. National CineMedia is the largest cinema advertising platform in the US, running a network of roughly 22,000 theater and lobby screens tied to moviegoing audiences.
Combined, the two networks would total more than 48,000 screens, which the companies position as one of the largest premium video and digital out-of-home advertising platforms in North America. That scale matters to advertisers trying to consolidate buys across high-attention, non-scrolling environments, and it matters to competitors in the elevator, lobby and cinema advertising space who will now be facing a single larger sales operation rather than two separate ones.
What the announcement does not say is how the two networks will be operated post-close, whether Captivate's brand and sales team continue independently or get folded into NCM's existing structure, or what happens to existing advertiser contracts and screen partnerships during the transition. Those operational details typically surface closer to closing.
Solomon's Role
Solomon's involvement as Captivate's financial advisor is part of a run of premium digital media network deals the firm has worked on this year and last, including the Branded Cities Canada transaction earlier in 2026 and the GSTV and PatientPoint deals in 2025. The firm is positioning itself as a specialist advisor in this specific corner of the DOOH market, media networks built around captive, high-attention audiences rather than traditional street-level billboards.
For digital signage and DOOH operators watching from outside this deal, the transaction is another data point in a trend toward consolidation among networks with premium, non-skippable audiences, whether that is cinema lobbies, office elevators or healthcare waiting rooms. Advertisers increasingly want scale across those environments in a single buy, and acquisitions like this one are how that scale gets built.
The announcement in full
Reproduced from DailyDOOH for reference. Digital Signage Magazine did not write the text below.
Captivate Financial Advisor, @SolomonPtners
With the news breaking a day or so ago that National CineMedia, Inc. (NASDAQ: NCMI), the largest cinema advertising platform in the U.S., has entered into a definitive agreement to acquire Captivate Holdings, LLC, the leading operator of digital video elevator and lobby advertising in North America also comes the news that Solomon is serving as financial advisor to Captivate on its pending sale.
The transaction is expected to close in the second half of 2026, subject to customary closing conditions.
Captivate delivers 100% viewable, fraud-free, brand-safe media across North America, operating more than 26,000 digital screens across office and residential properties and reaching millions of high-value consumers and business decision-makers where they work and live.
National CineMedia is the largest cinema advertising platform in the US, connecting brands with sought-after audiences through a national network of approximately 22,000 theater and lobby screens. Together, Captivate and National CineMedia will create one of North America’s largest premium video and digital out of home advertising platforms, with more than 48,000 screens delivering differentiated reach across complementary high-attention environments.
Solomon has unmatched experience advising and executing premium digital media network transactions, including Branded Cities Canada earlier this year and GSTV and PatientPoint back in 2025.
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