Warner Bros. Enters Marketing Partnership

Exclusive content from Warner Bros. Entertainment Inc. will be available in movie theaters following a deal with National CineMedia, operator of a digital in-theater network. National’s FirstLook pre-feature program is available on 13,500 screens of the three largest theater operators in the U.S., and other theater chains. Behind-the-scenes look at upcoming films “Fool’s Gold” and “Speed Racer” is among the content Warner Bros. will make available to National CineMedia. Warner Bros. will also utilize many of National’s advertising and promotional products in theater lobbies. “Of all the many marketing channels available today, the one place you can be sure to reach an audience is in a movie theater,” said Dan Fellman, president of domestic distribution for Warner Bros. Pictures. “National CineMedia’s FirstLook and other movie theater marketing elements allow us to reach people in the perfect environment.”