MUMBAI: Warner Bros. and National CineMedia (NCM) have formed a partnership to provide pre-feature entertainment content and advertising in movie theatres nationwide.

Warner Bros. will provide original, exclusive content for NCM’s FirstLook pre-feature program, giving audiences a behind-the-scenes look at upcoming Warner Bros. films including Fool’s Gold and Speed Racer.

Delivered through NCM’s Digital Content Network (DCN) – FirstLook is currently seen on approximately 13,500 screens in AMC Entertainment Inc., Cinemark USA, Georgia Theatre Company, Goodrich Quality Theaters, Kerasotes ShowPlace Theatres, Regal Entertainment Group and other network affiliate movie theatres nationwide in 164 markets throughout the US. This includes many of the highest grossing theatres in 49 of the top 50 Designated Market Areas.

Warner Bros. will also utilize many of NCM’s advertising and promotional products in theatre lobbies, including NCM’s Lobby Entertainment Network (LEN), which features more than 2,200 video and high-definition plasma screen displays strategically placed in the lobby and concessions areas of over 900 theatres.

“Of all of the many marketing channels available today, the one place you can be sure to reach an audience is in a movie theatre. National CineMedia’s FirstLook and other movie theatre marketing elements allow us to reach people in the perfect environment,” Warner Bros. Pictures president of domestic distribution Dan Fellman.

“Our new relationship with Warner Bros. and other Warner companies reflects our commitment to bringing theatre audiences high-quality pre-feature entertainment content. With one of the broadest feature film slates in the business, we are excited about giving our theatre audiences a FirstLook at what’s coming from the Warner family of companies,” said National CineMedia president of sales and chief marketing officer Cliff Marks.