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Kraft Foods Partners with NCM Media Networks to Offer Branded Entertainment in Movie Theaters Across America

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Kraft Foods Partners with NCM Media Networks to Offer Branded Entertainment in Movie Theaters Across America April 30, 2010 Kraft Foods Partners with NCM Media Networks to Offer Branded Entertainment in Movie Theaters Across America NORTHFIELD, Ill. and CENTENNIAL, Colo. — April 30, 2010 — Kraft Foods, the world's second largest food company, and NCM Media Networks, a leading integrated media company, have formed a new marketing alliance to bring new branded entertainment and cinema advertising featuring Kraft Foods brands to the big screen. Kraft Foods' groundbreaking new cinema program will be seen nationwide in NCM's FirstLook pre-feature program across the NCM Cinema Network – the nation's largest digital in-theater network comprised of approximately 15,400 movie screens owned by AMC Entertainment Inc., Cinemark Holdings, Inc., Regal Entertainment Group and other leading exhibitors across the U.S. Kraft Foods' cinema campaign will incorporate innovative two minute, 30-second original entertainment segments as well as more traditional 30- and 60-second advertising spots. It will include Kraft Foods' power brands such as Oscar Mayer Lunchables, Stride gum and RITZ crackers, and will premiere on April 30, 2010. "We're thrilled to be the very first food advertiser to create long-form content for the big screen", said Mark Stewart, vice president, global media services at Kraft Foods. "This new cinema campaign perfectly fits with our strategy to reach audiences in more engaging ways and drive a deeper connection with our brands. It is also the very first advertising initiative in the US that will include both Kraft Foods and Cadbury brands." As Hollywood continues to break box office records and more people are flocking to the movies, savvy advertisers like Kraft Foods are following those crowds. According to the latest advertising industry research, NCM ranks among the top TV networks and cinema ranks as the #1 network in the country on weekends among audiences age18- 49. In addition, an IMMI research study from the Cinema Advertising Council (CAC) showed that cinema boosts an advertiser's return on investment 100 percent when combined with a traditional TV media buy, delivering double the results of TV alone. "Kraft Foods' new strategy is really a game-changer for cinema. I've always thought that there was a huge opportunity for brands to utilize branded entertainment to create a unique personal relationship with consumers. And now, Kraft Foods and MediaVest will help to prove this theory," said Cliff Marks, NCM Media Networks' president of sales and marketing. "By taking advantage of NCM's national reach and the movie theater's unique ability to tell a story, Kraft Foods is able to build an engaging narrative that makes the brand the star of the show, while also building consumer allegiance and loyalty." About Kraft Foods The combination of Kraft Foods and Cadbury creates a global powerhouse in snacks, confectionery and quick meals. With annual revenues of approximately $50 billion, the combined company is the world's second largest food company, making delicious products for billions of consumers in more than 160 countries. The combined company's portfolio includes 11 iconic brands with revenues exceeding $1 billion – Oreo, Nabisco and LU biscuits; Milka and Cadbury chocolates; Trident gum; Jacobs and Maxwell House coffees; Philadelphia cream cheeses; Kraft cheeses, dinners and dressings; and Oscar Mayer meats. Another 70 brands generate annual revenues of more than $100 million. Kraft Foods (www.kraftfoodscompany.com; NYSE: KFT) is a member of the Dow Jones Industrial Average, Standard & Poor's 500, Dow Jones Sustainability Index and Ethibel Sustainability Index. About National CineMedia (NCM) NCM operates NCM Media Networks, a leading integrated media company reaching U.S. consumers in movie theaters, online and through mobile technology. The NCM Cinema Network and NCM Fathom present cinema advertising and events across the nation's largest digital in-theater network, comprised of theaters owned by AMC Entertainment Inc., Cinemark Holdings, Inc. (NYSE: CNK), Regal Entertainment Group (NYSE: RGC) and other leading regional theater circuits. NCM's theater network covers 171 Designated Market Areas® (49 of the top 50) and includes approximately 16,800 screens (15,400 digital). During 2009, approximately 680 million patrons attended movies shown in theaters currently included in NCM's network (excluding Consolidated Theatres). The NCM Interactive Network offers 360-degree integrated marketing opportunities in combination with cinema, encompassing approximately 40 entertainment-related web sites, online widgets and mobile applications. National CineMedia, Inc. (NASDAQ: NCMI) owns a 40.6% interest in and is the managing member of National CineMedia LLC. For more information, visit www.ncm.com. Media Contacts: Kraft Foods Valérie Moens 847-646- 4538 [email protected] NCM Media Networks Amy Jane Finnerty 212-931-8117 [email protected] " TARGET="">www.nationalcinemedia.com/nationalcinemedia-news .
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