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National CineMedia (NCM) is buying its largest competitor, Screenvision, for $225 million in cash and $150 million in stock, the companies announced late on Monday. Once the transaction closes, the Screenvision brand will be folded into NCM, a rep for the latter told Adweek.
So if you are a brand marketer interested in exploring in-cinema advertising, for better or worse, pretty much every road now goes through NCM. The New York-based company had 19,800 screens across thousands of theaters, and now it adds another 14,200 to its network.
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