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Disney, National CineMedia to Air Disney Video Material in Theaters

20 Feb, 2008 By: Chris Tribbey

Walt Disney Studios Home Entertainment DVDs are getting theatrical play, thanks to a new agreement with National CineMedia (NCM).

NCM's FirstLook program will air behind-the-scenes previews of Disney home entertainment before ‘G'- and ‘PG'-rated films nationwide. Currently, FirstLook plays before films on more than 13,400 screens in Cinemark USA, AMC Entertainment, Goodrich Quality, Regal Entertainment and Kerasotes theaters.

“NCM's FirstLook program gives us an opportunity to showcase Disney Home Entertainment content to families in the perfect entertainment environment,” said WDSHE President Bob Chapek. “Joining the lineup of quality content partners NCM has developed, and being able to feature our Disney home entertainment in a relevant way, can only contribute positively to the moviegoing experience.”

Cliff Marks, president of sales and chief marketing officer for NCM, said: “The Disney brand is synonymous with first-class family entertainment, and we couldn't be happier about ‘G' and ‘PG' film audiences getting a FirstLook at the newest offerings from this legendary studio. The content Disney plans to present in our pre-show program, featuring some of the most beloved and popular characters in the entertainment industry, will undoubtedly be well-received by moviegoers of all ages and is consistent with our desire to entertain our patrons with world-class content prior to their movie experience.”

A&E Television Networks, NBC, Sony Pictures Entertainment, Turner Broadcasting, Discovery Communications, Warner Bros. and Universal Studios all work with NCM and FirstLook.

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