National CineMedia has acquired Captivate Holdings for $275 million to expand its digital out-of-home advertising network beyond movie theaters into office and residential buildings. The deal adds approximately 31,000 digital screens to NCM's existing inventory as the company continues its post-bankruptcy growth strategy.
This acquisition allows National CineMedia to diversify its ad inventory beyond movie theaters, reducing its vulnerability to box office fluctuations and theater attendance cycles. By capturing office workers and residential tenants, the company expands its premium video reach into daily routines outside the cinema environment. This move positions the firm as a broader digital out-of-home platform that competes more directly with multi-channel video ad networks. Watch for how effectively the company integrates its Noovie pre-show content and celebrity programming into short-form elevator and lobby formats.
National CineMedia has acquired Captivate Holdings for $275 million, adding 31,000 digital screens in office and residential buildings to its network. This strategic move expands the company’s footprint to 48,000 screens, allowing it to diversify ad inventory beyond cinema and reduce reliance on fluctuating theater attendance and box office cycles.
National CineMedia acquired Captivate Holdings for $275 million.
The deal adds 31,000 digital screens located in office and residential building lobbies and elevators.
The acquisition allows the company to diversify its ad inventory, reducing vulnerability to box office fluctuations and theater attendance cycles by reaching audiences in their daily routines.
No, as of early 2026, AMC Theatres and Cinemark no longer hold any ownership interest in the restructured advertising firm.
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