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1. WHAT ARE REGIONAL ADS?
Regional ads are specifically designed to promote individual or multiple locations within a local region, but may include entire states or even across multiple states, while being provided for a great value. For larger scale ad campaigns, NATIONAL ads may be recommended. Please contact your Account Director for more information.
Types of REGIONAL ADS:
EXTERNALLY PRODUCED ADS: Provided by Clients/Agencies per NCM Specs
- Completed ads: A video/spot/commercial, provided on a tape or as a digital file.
- 35MM slide design: Files for Non-Digital theatres only. (NCM will process/duplicate).
- Online Banner ads: Rich Media and Static designs/files, 3 sizes required.
NCM CREATIVE SERVICES: A Producer from NCM will work with you to gather creative assets and information, then send proofs and receive approvals.
- Animated ads: Professionally produced ads incorporating “Motion Graphics”.
- 35MM slides: NCM will design your slide, then duplicate. (For Non-Digital theatres only).
- Online Banner Ads: Static Designs only, 3 sizes required.
Various Lengths: :15, :30, :45, :60 (longer times are available if requested)
Ratings: G, PG, PG-13, R
- In order for an ad to play on the Lobby Entertainment Network (LEN), an ad must be approved by NCM for “ALL ratings”.
- Depending upon content, some ads may be “Rating Restricted” or Rejected.
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2. RECOMMENDATIONS FOR EFFECTIVE ADVERTISING
A simple ad is an effective ad.
- Promote no more than 3 services or items per ad.
- Carefully consider the order of information being presented...
- Visual / Graphic Elements:
- Allow the audience to visually "focus" on a certain area - too much movement is distracting.
- If showing full-screen images, show no more than 1 photo per 5-seconds of ad.
- Use a good contrast of colors - dark backgrounds with light text is recommended.
- Text (a.k.a. Ad Copy): short, bite-sized chunks of information.
- Voice Over Script: Conversational in nature.
- The "mood" of your ad is directly related to the speed of the info/graphics/VO...
- A "High Energy" ad will have several quick-cuts between visual elements, and a fast VO.
- A "Soothing" ad will have slow transitions and a short VO, spoken slowly.
- An "Informational" ad will often include pauses between key points... thus a short VO.
- Include a “Call to Action”
- Consider who the audience is that you are attempting to target.
- Tell the audience to do something.
- If including an OFFER, make it compelling!
- Use the word "FREE"
- Avoid low "percentage" offers
- Avoid any offer that imposes any difficulty on the consumer
- Promote your website to get detailed information to long to list in a brief ad.
- Promote your location to get people to your door - use an intersection or landmark, NOT a physial address.
- Promote your phone # ONLY if it’s VERY simple and easy to remember.
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3. What is the Turn-Around Time for Regional Ads?
Externally Produced/Completed Ads = 10 Business Days minimum*
NCM Produced Ads = 20 Business Days minimum*
* from the time a contract and media/creative assets are received per NCM Specifications.
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4. IS IT POSSIBLE TO RUSH MY AD?
Externally Produced/Completed Ads: No
NCM Produced Ads: Yes, but will incur a $1000 RUSH Fee. Since prompt communication and collection of information/assets from clients/agencies are part of the process, a start date will be estimated but cannot be guaranteed.
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5. I HAVE A TV SPOT/COMMERCIAL... CAN I USE IT?
Yes, if provided per NCM Specifications. Please refer to the current Spec Sheets found on this website.
All ads are subject to media and content review.
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6. DOES MY AD NEED AUDIO?
YES. Silent ads are not permitted (except for 35mm slides in Non-Digital theatres).
All ads playing in digital theatres must contain audio, including background/ambient music, sound effects, Voice-Over or a combination thereof.
- If your ad DOES NOT contain audio, NCM will add stock, royalty-free background music.
- If you have ANY special requests for “Audio Engineering” or addition of a Voice-Over, the turn-around time will increase to 20 Business Days and will incur additional fees.
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7. HOW DO I DELIVER MY COMPLETED AD OR CREATIVE ASSETS?
Please refer to the current Spec Sheets found on this website.
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8. CAN I SUPPLY MY OWN 35MM SLIDES?
You CAN provide your own design/digital file per NCM specs.
You CANNOT provide actual 35MM Slides. Due to mandatory quality control and administrative protocols set between NCM and theatre circuits, NCM’s authorized film laboratory must duplicate, fulfill and ship all advertising material.
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9. WHY WAS MY AD REJECTED?
- Technical Specs: All Externally Produced/Completed ads are reviewed for technical specifications including but not limited to: Frame Rate, Frame Size, Video Compression/Codec, Audio Format, Audio Channels, and Quality of video/audio. If your spot does not meet NCM Specifications, it will be rejected
- Content Specs: All ads are reviewed for content. Some content is restricted or prohibited per agreements with circuit partners, and not all content restrictions are obvious. Please review the content specifications at the end of the REGIONAL SPEC (FULL) document for a brief (incomplete) overview. Contact your Account Director for more information. Content restrictions are subject to change without notice.
- All rejections should be sent from NCM via email with a detailed explanation about why your ad was rejected and an appropriate solution. You will be required to correct the problem and resubmit an ad per NCM specs.
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10. PHOTOSHOP LAYER AND NAMING CONVENTIONS
If providing a layered Photoshop file to NCM to animate, please follow these conventions:
1. Number in order of appearance in animation.
2. Organize multiple layers that will animate on screen together in Layer Groups.
3. Type of layer in ALL CAPS followed by a description. For example:
a. TEXT – NCM specs
b. GRAPHIC – logo
c. PHOTO – kid on swing
4. Layer Order: Top layers are foreground, while each layer below will pass behind during animation.
5. Other Details:
a. Elements that are distorted should have a separate layer with the element undistorted.
b. Background must fill the entire image canvas.
c. All CRITICAL elements (Ad Copy and logos) MUST be placed within “Title Safe” area, 20% from the edge of the canvas.
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11. CAN I PROVIDE SEPARATE AUDIO FILES/TRACKS?
Yes, if provided per NCM Specifications. Additional fees may be incurred.
Format: PCM (.wav or .aif)
Sample Rate: 48kHz
Sample Size: 24-bit (preferred), 16-bit (accepted)
Channels: 5.1 + Lt/Rt (preferred), 5.1, Lt/Rt, L/R Stereo (accepted)
Audio Track Requirements:
- Provide background/ambient music and Voice-Over (VO)on separate tracks.
- Background/Ambient music should play the entire length of the ad.
- The VO track must be at least 2-seconds shorter than the overall length of the ad.
- For example: A 15-second ad should have a VO track of 13-seconds max.
- The VO track should start no sooner than 1-second after the beginning of the ad and should end no later than 1-second before the end of the ad.
- Any client/agency providing music or VO tracks must have appropriate distribution and/or licensing rights and must be able to provide documentation to that end.
- All audio tracks are subject to quality and content review.
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