National CineMedia, Creative Realities enter partnership to modernize AMC

National CineMedia (NCMI) and Creative Realities (CREX) announced a new partnership to expand and modernize AMC Theatres’ (AMC) in-lobby media footprint across 285 locations nationwide. This new initiative will turn the lobby at the participating theaters into a network of digital displays, including multiple 75-inch screens per location, that will deliver “high-impact video, brand storytelling, and interactive experiences,” the company said. These upgrades create a video platform that expands opportunities for advertisers to reach audiences both in the auditorium and throughout the entire theater location.