National CineMedia (NCM), the largest cinema advertising network in the U.S., is launching NCM LuxeNet, a new specialty cinema network to connect luxury brands with cultured, affluent movie audiences.
NCM LuxeNet is a carefully curated network of 130 premium movie theaters in the top 25 Designated Market Areas® (DMAs) featuring contemporary lobbies, state-of-the-art auditoriums, luxury seating, expanded amenities including bars and dine-in options, and a sophisticated movie slate ranging from the best independent and Oscar-nominated films to Hollywood’s biggest blockbusters. Theaters in the NCM LuxeNet network, from top exhibitor partners including AMC, Bow Tie Cinemas, Cinemark, Movie Tavern and Regal Entertainment Group, are located in major metropolitan areas with high household incomes.
“NCM LuxeNet is the preeminent place to showcase your premium brand,” said National CineMedia’s Chief Revenue Officer, Scott Felenstein. “We’ve designed it to give our upscale advertising partners the premier way to reach top-tier moviegoers – people with significant financial assets and spending power who are luxury auto, alcohol, travel, fashion and beauty influencers – alongside the greatest content in the best environments that Hollywood has to offer.”
In an exclusive interview about NCM LuxeNet with Ad Age, Felenstein noted, “There are a lot of high-end brands that look for high-end audiences. We wanted to create something specifically for them.”
In the growing luxury goods market, brands are now targeting a rising consumer class that is increasingly important to the category: the HENRYs (High-Earners-Not-Rich-Yet). HENRYs are an average age of 43, with an income of more than U.S. $100,000 and investable assets of less than U.S. $1 million. According to the new Global Powers of Luxury Goods 2019 report from Deliotte, customers in this new affluent class are digital savvy, love online shopping, and are big spenders – especially Millennial HENRYs, who are quickly catching up to Gen X and the Baby Boomers in luxury purchasing power.
The new NCM LuxeNet is specifically designed to reach these HENRYs, offering premium placement for premium brands in its Noovie pre-show, along with sophisticated marketing solutions to showcase luxury clients in unique & memorable ways that allow them to connect with cultured moviegoers through custom on-screen editorial, exclusive sponsorships, on-site programming, digital extensions and bespoke research.
Like all of NCM’s network, NCM LuxeNet is audited and measured by Nielsen. NCM research shows that premium brands like Estee Lauder, Sephora, Chanel, Swarovski, Cadillac, Lexus, BMW and Audi have done extremely well on the big screen, with one recent luxury import auto cinema campaign in Noovie resulting in a 68% incremental dealership visit rate in top markets by affluent, urban movie audiences who saw the ads in theaters.