FirstLook was NCM's pre-feature programming. FirstLook consisted of pre-show advertising and entertainment, provided by content partners such as ABC Networks, A&E Television Networks, Amazon, Disney, Fandango, Google, Hulu, Microsoft, NBC, Nintendo and Turner Broadcasting System interspersed with advertising. The program was approximately 20 minutes, and was timed to end exactly at the movie's start time, before any trailers. It was delivered via satellite, and several different versions were provided depending on the movie's MPAA rating. If a 3D movie was showing, a special "FirstLook 3D" was shown after the original version with 3D advertisements. If a G or PG movie was showing, a children's version of FirstLook, named "FirstLook Play", was shown in lieu of the original version. FirstLook Play was usually played before movies directed at children with those ratings, though some PG movies still had the regular FirstLook programming. FirstLook was the successor to Regal's The 2wenty preshow, introduced to that chain in 2003. FirstLook carried largely that same format, the main difference being that while 2wenty was Regal-exclusive, FirstLook was fed to founding members circuits AMC, Cinemark, and Regal, as well as many NCM affiliate circuits such as Goodrich Quality Theaters, Hollywood Theaters, and Kerasotes.
, formerly known as NCM Fathom, was a division of National CineMedia that offered alternative entertainment events in movie theaters. In December 2013, it was announced that NCM was restructuring Fathom Events as a new stand-alone entity owned by AMC, Cinemark, Regal Entertainment Group and NCM, with NCM retaining a 4% stake in the company. Past entertainment events have included:
The NCM Digital offers 360-degree integrated marketing programs in combination with cinema, encompassing thousands of entertainment-related web sites and hundreds of mobile applications. Firstlookonline.com is a consumer-based initiative targeting movie-going audiences with new movie content, trailers, movie showtimes and extended information.
Rejected merger
In May 2014, Screenvision entered into a merger agreement with NCM for US$375 million. The merger was blocked by the Department of Justice over anti-trust concerns, since Screenvision and NCM together would supply advertising to 34,000 of the nation's 39,000 movie theaters. In March 2015, Screenvision and NCM terminated their deal and NCM paid Screenvision a $26.8 million termination payment.
Fantasy Movie League
In May 2017, NCM acquired Fantasy Movie League, a fantasy movie league where players have $1,000 a week to spend and try to pick a combination of films that are currently out that week that would lead to the most amount of money the films made that weekend at the box office. An app is available for download on iOS and Android phones, as well as a desktop version. Since the Fall of 2017, NCM has been advertising the game in theaters during its pre-show first look. This has causes an influx of new players to the already large group of dedicated players.
