MUMBAI: National CineMedia has entered into a network affiliate agreement with Rave Cinemas, LLC for the presentation of cinema advertising and NCM Fathom entertainment and business events in theaters recently acquired from National Amusements.

Under the terms of the exclusive multi-year agreement, 33 Rave movie theaters with 475 screens in California, Connecticut, Iowa, Kentucky, Massachusetts, Michigan, New Jersey, Ohio, Pennsylvania and Virginia will join NCM’s network. These theaters have a presence in the top Designated Market Areas (DMAs) with an estimated annual attendance of over 18 million patrons. Rave will exclusively present NCM’s FirstLook pre-feature program in these theaters beginning in June 2011 upon the expiration of its existing cinema advertising agreement. In addition, select Rave theaters will immediately begin presenting NCM Fathom’s live and pre-recorded in-theater entertainment and corporate events.

"The addition of these recently acquired Rave theaters to the NCM Cinema Network represents an important expansion for us in key markets. The inclusion of these high quality theaters further strengthens our national media network, creating a higher impact solution for marketers looking for integrated campaigns that capitalize on the magic of the movies, entertainment event sponsorships and online placement," said NCM president and CEO Kurt Hall.

Rave Motion Pictures president and CEO Thomas W. Stephenson added, "NCM’s network of theaters and advertising partners is far reaching and impressive. And as an early adopter and leader in alternative content programming, we enthusiastically welcome their compelling Fathom events to our screens."