Marketing Vanguard: Cinema Advertising Reimagined with Amy Tunick, CMO of NCM

Episode Release Date: May 5, 2025

Introduction

In this episode of Marketing Vanguard, hosted by Jenny Rooney of Adweek, the focus shifts to the evolving landscape of cinema advertising. Jenny engages in a comprehensive conversation with Amy Tunick, the Chief Marketing Officer at National Cinemedia (NCM), the largest cinema advertising platform in the United States. They delve into Amy's extensive career, NCM's strategies for navigating post-pandemic challenges, the synergy between cinema and advertising, and emerging trends in movie genres and advertising innovations.

Amy Tunick’s Career Journey

Amy Tunick opens up about her career trajectory, emphasizing her deep-rooted experience at the intersection of advertising and entertainment. She recounts her beginnings in the mailroom at the William Morris Agency, a pivotal experience that grounded her understanding of the entertainment business. "I spent my whole career at the intersection of advertising and entertainment" (01:30), she shares, highlighting her transition to Gray Activation PR and Talent at Gray, part of WPP. Here, Amy led non-traditional advertising initiatives, focusing on talent partnerships and experiential marketing. About seven to eight years ago, she pivoted to media, taking on the role of running CNN's in-house content studio, Courageous, before joining NCM as their first CMO three and a half years ago.

Understanding National Cinemedia (NCM)

When asked to explain what NCM is, Amy provides a clear overview:

"NCM, which stands for National Cinemedia, is the largest cinema advertising platform in the US. So when you go to the movies and you sit down and all that content on the big screen, that is branded content, editorial content and ads, all movie and pop culture themed, plus the advertisers. That is the content leading up to the trailers and the feature film" (02:30).

She elaborates on NCM's role in selling these advertising spaces to media agencies, brands, and non-media agencies, while also activating experiential marketing in movie theater lobbies and implementing retargeting strategies for moviegoers post-theater visit.

NCM’s Strategic Pivot During and Post-COVID

Amy discusses the critical period during the COVID-19 pandemic when cinema advertising faced unprecedented challenges. "While Covid was tough for everybody, but in particular for the cinema business, there was about a six-month window when literally all the movie theaters were shut down. We tried to block that out" (03:21).

Joining NCM in August 2021 marked a rebirth moment for both NCM and cinema advertising. Amy spearheaded the consolidation of various marketing facets—ad sales, creative PR, trade marketing, and events—focusing on a laser-sharp B2B marketing approach. This strategic leadership was crucial in re-establishing NCM's presence as cinema reopened, targeting brands that had previously scaled back their advertising efforts.

Building Relationships with Studios and Exhibitors

A significant portion of the conversation revolves around NCM's relationships with movie studios and theater exhibitors. Amy explains, "We have great relationships with all the studios" (05:38). These relationships are nurtured through events like CinemaCon, where studios present upcoming films to exhibitors such as Regal, AMC, and Cinemark.

Amy highlights the shift from day-and-date releases—where films debut simultaneously in theaters and on streaming platforms—to a more traditional windowing approach. This shift has been beneficial for NCM, restoring the exclusivity and audience guarantee that theaters provide. Additionally, NCM collaborates with studios on brand partnerships, creating experiential events and collaborative content-driven experiences that enhance brand visibility and engagement within the cinema environment.

Cinema Advertising vs. Streaming Platforms

Jenny probes into how NCM differentiates itself from streaming platforms. Amy asserts:

"Cinema and that unique environment essentially as another CTV platform. Except the difference is we know the butts are in seats and we know there's no bots or fraud. It's a brand-safe environment. We have no frequency issues, we actually think that we're CTV. Plus we're actually better in many ways than buying on the streamers because we can guarantee audiences in a way that they can't. Plus our scale is enormous" (08:06).

This comparison underscores the reliability and authenticity of cinema audiences compared to digital platforms, positioning NCM as a superior alternative for brands seeking guaranteed, high-quality audience engagement.

Data-Driven Marketing and Measurement

Amy emphasizes the importance of data in optimizing cinema advertising strategies. She states:

"We have a lot of data on this. ... Our ATT metrics are through the roof and therefore with a QR code we get very high scan-through rates" (09:16).

NCM leverages comprehensive data analytics to support clients’ Key Performance Indicators (KPIs), whether it's brand awareness, targeted foot traffic, or high scan-through rates via QR codes. This data-centric approach enables NCM to offer a full-funnel solution, aligning cinema advertising with broader media strategies orchestrated by clients' media agencies.

Emerging Trends in Movie Genres and Audience Engagement

When discussing current trends in movie genres, Amy identifies several key movements:

1. Horror Genre's Resurgence: "The biggest trend I've seen in the last two years is the horror genre. Horror is huge. People don't want to be scared on their couch by themselves. They want to be scared in the theater surrounded by friends or strangers" (12:32).

2. Superhero Films: Continual popularity of superhero franchises, with upcoming releases like Thunderbolts and Superman anticipated to draw large audiences.

3. Multigenerational Content: Films like the upcoming Smurfs live-action hybrid, featuring stars like Rihanna, are designed to appeal to both Gen Xers and their children, fostering a broader family audience.

Additionally, Amy notes a year-round emergence of horror-comedy hybrids, expanding the genre’s appeal beyond traditional seasonal releases.

Advertising Opportunities Beyond the Big Screen

Beyond pre-movie trailers, Amy discusses various advertising touchpoints within the cinema experience:

• Platinum Spots: A premium 60-second ad slot between trailer packs.
• Courtesy Spots: Ads placed before trailers, often serving messages like "silence your cell phones."

She also highlights how NCM capitalizes on the entire moviegoer journey:

"Whether it's movie posters, branded concessions or an actual lounge or other kind of photo activation. They go into the theater, they see our pre-show, they watch the movie, they come out, we can hit them with exit sampling" (11:18).

Additionally, NCM utilizes post-theater engagement strategies, such as sending reminders to moviegoers' phones, enhancing brand interaction even after the film ends.

Partnership with Cannes Lions and Community Building

NCM plays a pivotal role as the US Representative to Cannes Lions, the prestigious advertising festival. Amy elaborates:

"Being the rep is like an extension of the Cannes Lions marketing team in that particular market. ... we run the annual Young Lions competition in the United States" (20:19).

Through this partnership, NCM engages with the advertising and creative community, fostering relationships with young professionals and emerging leaders. This initiative not only nurtures future industry talent but also positions NCM as a thought leader in creativity and storytelling within both the cinema and advertising sectors.

Future Innovations and Upcoming Projects

Looking ahead, Amy outlines several initiatives aimed at enhancing NCM’s offerings:

1. Data-Driven Measurement Products: Continuing to innovate in measurement tools to better serve performance marketing needs.

2. Content Creation: Expanding brand-funded entertainment, including longer-form and episodic content tailored for the big screen.

3. Creator Economy Integration: Collaborating with content creators to feature their work on cinema screens, catering to the burgeoning creator economy.

4. Experiential Events: Launching the Nuvi Tour, a pre-show experience hosted by Maria Menounos, designed to engage consumers in theater parking lots nationwide, providing a larger footprint for brand interactions.

5. 4DX Advertising: Introducing immersive ads in theaters equipped with 4DX technology, which includes environmental effects like moving chairs and sensory inputs. Amy mentions, "We did the first ever 4DX ad this fall with Xfinity, a Comcast brand" (28:48).

These innovations reflect NCM’s commitment to leveraging technology and creative strategies to enhance the cinema advertising experience.

Recommendations for Future Podcast Guests

Towards the end of the episode, Amy suggests potential guests who are making significant strides in the marketing field:

1. Dina Arnold, Marketing Lead for Sephora: Recognized for Sephora's innovative marketing across diverse audiences and product lines.

2. Lindsay Sheftik, Leader at CMO Sidekick: Known for her work with marketing teams navigating industry shifts and serving as a fractional CMO consultant.

Conclusion

Jenny Rooney wraps up the conversation by expressing appreciation for Amy's insights into the dynamic world of cinema advertising. Amy emphasizes the seamless blend of creativity and data-driven strategies that NCM employs to drive brand success within the unique environment of movie theaters. As NCM continues to innovate and forge meaningful partnerships, the future of cinema advertising looks poised for continued growth and transformation.

Notable Quotes:

• "We see cinema and that unique environment essentially as another CTV platform. ... it's a brand-safe environment." — Amy Tunick (00:30)

• "Cinema is a full-funnel solution." — Amy Tunick (09:16)

• "What we're doing is capturing the attention of young, diverse Gen Zs who are future advertising and creative leaders." — Amy Tunick (22:55)

• "The movies are 4DX, but this was the first ever ad that was 4DX and that was tied in with a wicked program." — Amy Tunick (28:48)

This episode offers a deep dive into how cinema advertising is adapting and thriving in a rapidly changing media landscape, driven by innovative leadership and strategic partnerships.