NCM Media Networks To Support Taco Bell® Cool Ranch Doritos® Locos Tacos Launch With Cinema Campaign

CENTENNIAL, Colo.--(BUSINESS WIRE)--NCM Media Networks, a leading integrated media company reaching U.S. consumers in movie theaters, online and through mobile technology, has been tapped by Taco Bell® for the launch of its new Cool Ranch Doritos® Locos Tacos (DLT) cinema campaign. The new Taco Bell Cool Ranch DLT 3-D spot is the first QSR 3-D spot in cinema industry history, and is a new component of the brand’s largest marketing campaign to date. It will explode off the big screen in NCM’s FirstLook 3-D pre-show program on more than 8,000 3-D screens in top movie theaters nationwide on March 8, 2013. A 2-D version of the campaign will also run in FirstLook across NCM’s full cinema network of more than 19,300 screens.

“If you loved the original, wait until you eat the sequel.”

The 3-D and 2-D cinema spots – created by Draftfcb – feature the image of a Doritos chip spinning, exploding, and pieces of chip and seasoning flying out as it morphs into the Cool Ranch DLT Supreme and says “If you loved the original, wait until you eat the sequel.”

The Cool Ranch DLT launch is the first campaign that is part of the brand’s new comprehensive cinema advertising strategy. Taco Bell has made a 2013 cinema upfront commitment with NCM to make the best strategic use of the big screen on a consistent basis to amplify the brand’s key promotions throughout the year.

Of the more than 700 million moviegoers who catch a film in an NCM network theater each year, one out of three enjoy Taco Bell at least once a month (a 36 percent higher propensity than the general U.S. population).* According to the latest data in Nielsen NRG’s 2012 American Moviegoer report, 73 percent of movie audiences say that they like to combine seeing a movie with other activities such as eating out. Since more than 90 percent of NCM theaters are within a 5-mile radius of a Taco Bell location, that could add up to a lot of Cool Ranch Doritos Locos Tacos!

“NCM is America’s number one reach network on weekends, so it is the perfect way for Taco Bell to reach their target adult 18-34 audiences while they are enjoying a night out at the movies,” said Cliff Marks, president of sales and marketing with NCM Media Networks. “It has been proven time and again that adding cinema to a media buy increases advertising engagement, recall, and likeability, so planning cinema upfront like this is clearly the way to go to make the biggest impact.”

About National CineMedia (NCM)

National CineMedia (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 183 Designated Market Areas® (49 of the top 50) and includes over 19,300 screens (approximately 18,500 digital). During 2012, approximately 710 million patrons 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 740 locations in 172 Designated Market Areas® (including all of the top 50). The NCM Interactive Network offers 360-degree integrated marketing opportunities in combination with cinema, encompassing 41 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. (NCMI-A)

* Source: 2012 MRI Doublebase – Base = A18+; ePoll Entertainment Choices Survey Oct ’11; 2011 Map Info Business Data points.