National CineMedia stock surged 15% Friday on a strong fourth quarter numbers and an upbeat outlook for cinema advertising, including its new “lights out” and platinum spots. The stock was way outpacing a down market after the company reported Thursday net profit and sales – up, respectively 17% and 7% – that beat expectations and cited strong interest by brands in new inventory. As of December, the company began selling five minutes of “lights-down” advertising just after movies’ official start of show times, right before trailers when lights are dimmed. A new prized “platinum” spot comes deeply embedded in the movie trailers. National CineMedia CEO Thomas Lesinki said during a conference call that it sold platinum inventory in December to a leading technology company, an automobile manufacturer and a major retailer, with CPMs more than 50% above the national pre-show average. The company’s traditional ad package runs before the advertised movie showtime. Related Story Regal And Cinemark To Run Ads Closer To Feature Films Under National CineMedia Pact – Update When the new ads were announced, giant chain AMC Entertainment protested, saying it didn’t want to alienate moviegoers and wouldn’t participate. Other major partners in the network like Cinemark and… Read full this story
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