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Press release from Business Wire

National CineMedia Adds Celebration! Cinema as a Network Affiliate

Tuesday, June 26, 2012

National CineMedia Adds Celebration! Cinema as a Network Affiliate12:33 EDT Tuesday, June 26, 2012 CENTENNIAL, Colo. & GRAND RAPIDS, Mich. (Business Wire) -- National CineMedia (NCM), a leading integrated media company reaching U.S. consumers in movie theaters, online and through mobile technology, has added Loeks Theatres, Inc.'s Celebration! Cinema as a new network affiliate. Under the provisions of the new, exclusive long-term agreement, nine Celebration! Cinema movie theaters with 142 screens in Michigan will join the NCM Cinema Network and exclusively present NCM's FirstLook pre-feature program effective immediately. Select Celebration! Cinema locations will also continue to present NCM Fathom Event's live and pre-recorded entertainment events as they have since 2007. Celebration! Cinema theaters have a combined estimated annual attendance of approximately 5.5 million patrons. “Having helped the Loeks theater group put more patrons in their seats as part of our NCM Fathom Events network for the last several years, we look forward to providing them with additional advertising revenue when they join our advertising network in September and their audiences can also enjoy our high-quality FirstLook pre-show,” said Kurt Hall, NCM's chairman and chief executive officer. “Their excellent theaters in southeast Michigan allow us to not only expand our presence in those DMAs for our local and regional advertisers, but also to offer our national advertisers an even larger and more ubiquitous national footprint.” “NCM has been providing us with innovative and dynamic alternative content for a few years now,” said J.D. Loeks, president and chief operating officer of Celebration! Cinema. “It made perfect sense to add their excellent, pre-feature package to our programming. We know our guests will appreciate NCM's entertaining pre-show. ” NCM currently has exclusive, long-term cinema advertising agreements in place with founding member exhibitors AMC Entertainment Inc., Cinemark Holdings Inc. and Regal Entertainment Group – the three largest exhibitors in the country – totaling approximately 1,150 theaters and 15,250 screens. In addition, NCM has network affiliate relationships with over 30 top regional theater circuits representing approximately 390 theaters and 4,100 screens. With the addition of Celebration! Cinema, NCM's national cinema network totals approximately 1,540 theaters and approximately 19,350 screens. 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 Events 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 advertising network covers 181 Designated Market Areas® (49 of the top 50) and includes over 19,000 screens (approximately 17,800 digital). During 2011, over 670 million patrons (on an annualized basis) attended movies shown in theaters in which NCM currently has exclusive, cinema advertising agreements in place. The NCM Fathom Events live digital broadcast network (“DBN”) is comprised of over 700 locations in 167 Designated Market Areas® (including all of the top 50). The NCM Interactive Network offers 360-degree integrated marketing opportunities in combination with cinema, encompassing 42 entertainment-related websites, online widgets and mobile applications. National CineMedia, Inc. (NASDAQ: NCMI) owns a 48.6% interest in and is the managing member of National CineMedia LLC. For more information, visit www.ncm.com. About Celebration! Cinema John D. Loeks owns and operates Celebration! Cinema movie theaters in Grand Rapids, Kentwood, Gaines Township, Grandville, Lansing, Muskegon/ Norton Shores, Okemos, Kalamazoo/ Portage, Benton Harbor/ St. Joseph, and Mt. Pleasant, Michigan. Celebration! Cinema is a state-of-the-art shared entertainment experience with first rate amenities at each location. For more, visit www.celebrationcinema.com. NCM Media NetworksLauren Leff, 303-957-1709lauren.leff@ncm.comorAmy Jane Finnerty, 212-931-8117amy.finnerty@ncm.comorCelebration! CinemaSteve VanWagoner, 616-318-8949svanwagoner@celebratincinema.com