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National CineMedia, Creative Realities team on in-lobby media network initiative

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May 4, 2026

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National CineMedia, a cinema advertising platform and digital signage provider, and Creative Realities, a digital media and adtech solution provider, are partnering to expand and modernize AMC Theatre's in-lobby media footprint.

The media network will be deployed to 285 movie theaters nationwide, turning the the lobby at the participating theaters into a network of digital displays, including multiple 75-inch screens per location, according to a press release.

The upgrades create a premium video platform that expands opportunities for advertisers to reach audiences both in the auditorium and throughout the entire theater location.

"Going to the movies is an experience — from the minute you walk in and smell the popcorn to settling into your seat to immerse yourself in a great story," John Calkins, EVP, chief dorporate development officer, National CineMedia, said in the release. "By partnering with AMC and Creative Realities, we are enhancing that experience across AMC's premium footprint, while creating scalable new opportunities for advertisers to connect with moviegoers starting the moment they step into the lobby and continuing until they leave the cinema."

The upgraded lobby network will help advertisers reach captive, target audiences. This lobby initiative will also enable AMC to showcase AMC and studio content, such as trailers for upcoming theatrical titles.

"We're excited to join AMC and NCM in this groundbreaking undertaking," Rick Mills, chairman and CEO of Creative Realities, said in the release. "Working together, we will enhance the movie-going experience at hundreds of locations and provide meaningful benefits to the theaters and their operators. We look forward to this rollout and the way it will highlight our technology across the country later this year."

Under the partnership, NCM will manage in-lobby video advertising with Creative Realities serving as the in-lobby equipment and service partner, supporting installation, operations, and ongoing network management across all participating locations.

Lobby upgrades are scheduled to begin this quarter, with all participating locations expected to be completed by the end of 2026.