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National CineMedia, Inc., through its subsidiaries, operates a digital in-theatre media network in North America. The company operates in two segments, Advertising and Fathom Events. The Advertising segment develops, produces, sells, and distributes various versions of advertising pre-show called ‘FirstLook' on theatre screens and advertising programming on its lobby entertainment network; and sells various forms of advertising and promotions in theatre lobbies, as well as through online network and mobile apps called Movie Night Out and CinemaSync. The Fathom Events segment markets and distributes live and pre-recorded entertainment programming events, including live and pre-recorded concerts featuring contemporary music, opera and symphony, DVD product releases and marketing events, theatrical premieres, Broadway plays, live sporting events, and other special events through its digital content network and digital broadcast network by utilizing its digital content software. In addition, the company provides its services to third-party theatre circuits through network affiliate agreements. As of December 27, 2012, its advertising network had approximately 18,491 digital screens and 19,359 screens located in 1,529 theatres in 48 states and the District of Columbia. The company was founded in 2005 and is headquartered in Centennial, Colorado.