National CineMedia added Warner Bros. to its lineup of high profile content providers for its “FirstLook” movie theater preview program.
The program presents behind-the-scenes content such as interviews with stars of upcoming features and TV shows in a 25-minute package of short clips preceding the trailer sequence before the movie begins in most theaters. Movie studios and TV networks are considered prime sources of back-story content by theatergoers.
“We’ve put together a stable of content from some of the best sources worldwide,” said Cliff Marks, president of sales and chief marketing officer for National CineMedia. “We’re not naïve enough to think that people come to see the pre-feature. But we know that they like the show.”
Post-theater surveys tell that tale. CineMedia’s own research indicates that 27% of those who see “FirstLook” say they go to theaters screening it when they have a choice between theaters showing a particular feature.
“FirstLook” is currently on 13,500 screens nationwide among distributors including AMC Entertainment, CineMark and Regal Entertainment. It draws content from Universal Studios, Sony Pictures, NBC, Turner Broadcasting, A&E, and Discovery, in addition to Warner Bros.
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