National CineMedia (NCM) and TNT Turn Moviegoers into "Virtual Extras" On the Big Screen in New "Legends" Promotion
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.
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."
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(R) 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(R) (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.
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(R); 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.