NCM Media Networks Deploys New AudioTrax Devices to Measure Sound Levels in Select Movie Theaters Nationwide

CENTENNIAL, Colo.--(BUSINESS WIRE)--NCM Media Networks, a leading integrated media company reaching U.S. consumers in movie theaters, online and through mobile technology, is deploying new proprietary sound-monitoring devices to its nationwide theater network. NCM has developed this new network of devices, called AudioTrax, to measure audio levels in its FirstLook pre-feature program viewed by patrons in theaters across the NCM Cinema Network – the nation’s largest digital in-theater network.

“AudioTrax adds yet another layer of accountability for NCM clients and theater operators, ensuring that we not only deliver high-quality video images, but also the powerful audio experience for which our big screens are known.”

The patent-pending AudioTrax sound-monitoring device has been designed by NCM engineers to ensure that the audio volume levels of NCM's FirstLook are true to the content's creative vision. The devices will provide sound level data in real-time throughout the day to NCM's Network Operations Center (NOC) located in the company’s Denver headquarters, allowing NCM’s staff to work directly with theater corporate personnel to address any audio issues.

"We believe this is the first time that a national media network can measure not only if an ad is playing, but also measure if the sound is right for our theater patrons," said Cliff Marks, president of sales and marketing, NCM Media Networks. "AudioTrax adds yet another layer of accountability for NCM clients and theater operators, ensuring that we not only deliver high-quality video images, but also the powerful audio experience for which our big screens are known.”

With hundreds of AudioTrax devices already deployed in select major markets, NCM will continue to install devices throughout 2010 and 2011 in nearly 6,000 select movie theater auditoriums across the NCM Cinema Network, primarily in theaters owned by AMC Entertainment Inc., Cinemark Holdings, Inc. and Regal Entertainment Group. This initial deployment will provide NCM with the ability to take sample measurements of audio volume levels heard by over 50 percent of its audience nationwide. Because NCM’s AudioTrax only measures sound levels and does not distinguish or record audio content (such as dialogue or conversations), individual patron privacy and film copyrights will be protected.

About National CineMedia (NCM)

NCM operates NCM Media Networks, a leading integrated media company reaching U.S. consumers in movie theaters, online and through mobile technology. The NCM Cinema Network and NCM Fathom present cinema advertising and events across the nation’s largest digital in-theater network, comprised of theaters owned by AMC Entertainment Inc., Cinemark Holdings, Inc. (NYSE: CNK), Regal Entertainment Group (NYSE: RGC) and other leading regional theater circuits. NCM’s theater network covers 172 Designated Market Areas® (49 of the top 50) and includes approximately 17,100 screens (15,600 digital). During 2009, over 680 million patrons attended movies shown in theaters currently included in NCM’s network (excluding Consolidated Theatres). The NCM Fathom Events broadcast network is comprised of approximately 550 locations in 154 Designated Market Areas® (49 of the top 50). The NCM Interactive Network offers 360-degree integrated marketing opportunities in combination with cinema, encompassing over 40 entertainment-related web sites, online widgets and mobile applications. National CineMedia, Inc. (NASDAQ: NCMI) owns a 48.0% interest in and is the managing member of National CineMedia LLC. For more information, visit www.ncm.com.