National CineMedia (NCM) and TNT Turn Moviegoers into "Virtual Extras" On the Big Screen in New Legends Promotion
12 August 2014 - 2:39AM
Business Wire
In a U.S. cinema advertising first, moviegoers in New York City
this past weekend got to steal the scene in a big screen promo for
TNT's new drama series Legends during NCM's
FirstLook pre-show program.
Video:
pressroom.turner.com/us/tnt/legends/video-tnt-wows-moviegoers
From Aug. 8-10, TNT and National CineMedia (NCM) set up a
special Legends booth in the lobby of the Regal Union Square movie
theater to capture video of moviegoers on their way in to see a
film. Utilizing green screen technology and "near real time"
editing, select moviegoers were then inserted into the new Legends
"trailer" as "virtual extras," creating one-of-a-kind, long-form
content pieces unique to each movie and showtime throughout the
weekend. TNT and NCM noted which films the video participants were
going to see, and those audience members were surprised and
delighted to see themselves up on the big screen alongside Legends
star Sean Bean in the new action-packed show promo.
The promotion ran in front of all PG-13 and R-rated movies over
the weekend. Once their respective movies were over, participants
were emailed a copy of their personal Legends promo to share across
their own social networks.
A sneak peek at TNT's Legends can be seen in NCM's FirstLook
nationwide in AMC, Cinemark, Regal Entertainment Group and other
top movie theaters through the end of August, as well as
across NCM's online and mobile networks. Legends is slated to
premiere on Wednesday, Aug. 13, at 9 p.m. (ET/PT),
exclusively on TNT.
"TNT has always had the uncanny ability to create unique
interactions with moviegoers, which is why we're thrilled that they
are the first to showcase this new exciting cinema advertising
technology," said Cliff Marks, president of sales &
marketing with National CineMedia (NCM). "The opportunity to
bring the moviegoer into the Legends content provides an engagement
experience like no other – one they will be talking about long
after they leave the movie theater."
"TNT's Legends promotion with NCM uses the power of technology
to bring consumers into the world of the series and give them a
taste of what the lead character experiences when he begins to
question his own identity," said Tricia Melton, senior vice
president of entertainment marketing and branding for TNT, TBS and
Turner Classic Movies. "It's great to watch the reactions of
people when they see themselves inserted into the Legends trailer.
At first there's a sense of surprise and disorientation, followed
by disbelief and eventually that 'boom' moment when they realize
what's happening. We're proud that TNT is once again taking the
lead in finding new ways to connect with consumers on an emotional
level."
About Legends
An undercover agent is plunged into a terrifying mystery over
his own identity in TNT's intense new drama
series Legends, starring Screen Actors Guild Award®
winner Sean Bean (Game of Thrones, The Lord
of the Rings). Based on the award-winning book by master spy
novelist Robert Littell, Legends is being
produced by Fox 21, with Howard
Gordon (Homeland, 24), Alexander
Cary (Homeland, Lie to Me) and Jonathan
Levin (Charmed), Brad Turner (24) and
showrunner David Wilcox (Fringe) serving as executive
producers.
About National CineMedia (NCM)
National CineMedia operates NCM Media Networks,
the #1 weekend network in America and the largest cinema
advertising network reaching moviegoers on-screen, on-site, online
and on mobile devices. NCM offers captivating entertainment
content, national reach and unparalleled audience engagement across
its digital in-theater network of over 19,800 screens
(100% percent digital) in over 1,500 theaters in 183 Designated
Market Areas® (49 of the top 50). During 2013, over 710
million moviegoers attended theaters that exclusively present
NCM's FirstLook pre-show program, including AMC
Entertainment Inc. (NYSE: AMC), Cinemark Holdings, Inc. (NYSE:
CNK), Regal Entertainment Group (NYSE: RGC), and 40 other leading
regional theater circuit affiliates. National CineMedia, Inc.
(NASDAQ: NCMI) owns a 45.8% interest in and is the managing member
of National CineMedia LLC. For more information,
visit www.ncm.com.
About TNT
TNT is television's destination for drama. Seen in 101 million
households and ranking among cable's top networks, TNT is home to
such original drama series as Rizzoli & Isles, Major Crimes,
Falling Skies, The Last Ship, Murder in the First, Perception,
Dallas and Franklin & Bash. TNT's upcoming slate of original
scripted dramas includes Legends, The Librarians, Public Morals,
Proof and Transporter The Series, which will make its U.S.
television debut on the network this fall. TNT also features such
dramatic unscripted series as Cold Justice and the upcoming On the
Menu and Wake Up Call. In addition, TNT is the cable home to
popular dramas like Hawaii Five-0, Castle, The Mentalist, Bones and
Supernatural; primetime specials, such as the Screen Actors Guild
Awards®; blockbuster movies; and championship sports coverage,
including NASCAR, the NBA and the NCAA Division I Men's Basketball
Championship.
TNT is part of Turner Broadcasting System, Inc., a Time Warner
company. Turner Broadcasting creates and programs branded news;
entertainment; animation and young adult; and sports media
environments on television and other platforms for consumers around
the world.
Connect with TNT
Website: www.tntdrama.comPressroom:
pressroom.turner.com/us/tntFacebook:
www.facebook.com/TNTDramaTwitter: twitter.com/TNTDrama |
twitter.com/TNTPRMobile: www.tntdrama.com/mobile
Watch TNT app available for iOS and Android devices.
NCM Media NetworksAmy Jane
Finnerty, 212-931-8117amy.finnerty@ncm.comorLeslie
Obletz, 212-931-8119leslie.obletz@ncm.comorTNTMaya Brooks,
404-885-2098maya.brooks@turner.com
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