GISELLE IN 3D Ballet Cinema Event Premieres WorldÂ's First 3-D Ballet

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Continuing its mission to offer groundbreaking in-theater events of all types, NCM Fathom presents GISELLE IN 3D, the world's first 3-D ballet to be shown with RealDTM 3D technology on Tuesday, July 12 at Noon followed by a second performance at 7:30 p.m. (both times local). Pre-recorded at the historic Mariinsky Theatre in St. Petersburg, Russia, GISELLE IN 3D captures the beauty and movement of a world-class performance in a new and multi-dimensional way, offering cinema audiences a 'best seat in the house' experience from anywhere in their local theater.

"We are delighted to be working with NCM Fathom to distribute Giselle in 3-D across the States - a partnership which will drive the next stage of the ballet's hugely successful global roll-out"
Tickets for GISELLE IN 3D are available at participating theater box offices and online at www.FathomEvents.com. For a complete list of theater locations and prices, visit the NCM Fathom website (theaters and participants are subject to change).

Presented by London-based distributor More2Screen and NCM Fathom, GISELLE IN 3D was filmed by the UK company Can Communicate, one of the world's leading producers of stereoscopic 3-D content. The ballet will appear in more than 160 select movie theaters across the country via the new digital cinema projection systems.

"We are delighted to be working with NCM Fathom to distribute Giselle in 3-D across the States - a partnership which will drive the next stage of the ballet's hugely successful global roll-out," said Christine Costello, More2Screen managing director.

Giselle is the story of a simple village girl who falls deeply in love with a dashing prince disguised as a peasant. The idyllic pastoral scene is shattered by an act of betrayal and the ensuing heartbreak. In the ballet's second act, Giselle haunts the stage with her host of vengeful spirits, but ultimately the strength of her love transcends even death and bestows forgiveness upon her repentant lover. The ballet stars Natalia Osipova as Giselle with Leonid Sarafanov as Count Albert.

"Fathom brings another ‘first' to movie theaters with the world's first ballet in 3-D," said Dan Diamond, vice president of NCM Fathom. "This is truly a must-see event and audiences across the U.S. will be mesmerized by the view from their front row seat at the famed St. Petersburg's Mariinsky Theatre during this performance of the classic Giselle."

Ever since its founding in 1860, the legendary Mariinsky Theatre of St. Petersburg, Russia has been at the forefront of artistic and musical development which continues today with Giselle in 3D, the first-ever worldwide release of a ballet in 3-D. For more than 20 years the Mariinsky Theatre has been led by Maestro Valery Gergiev who has transformed the Mariinsky into a global theatre presenting international tours in dozens of countries each year. He has also made technology and media a critically important part of the Mariinsky with the launch of its Mariinsky Label and various other initiatives including this groundbreaking 3-D project. The US release of Giselle in 3D coincides with the Mariinsky Ballet's residency at the Metropolitan Opera House during the Lincoln Center Festival. The company performs three programs multiple times beginning on July 11.

For more information on the Mariinsky Theatre please visit: www.mariinsky.ru.

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. 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 advertising network covers 170 Designated Market Areas® (49 of the top 50) and includes approximately 17,200 screens (16,100 digital). During 2010, over 680 million patrons attended movies shown in theaters currently included in NCM's network (including Consolidated Theatres, Rave Cinemas, Coming Attractions and Digiplex Destinations). The NCM Fathom Events broadcast network is comprised of over 600 locations in 163 Designated Market Areas® (all of the top 50). The NCM Interactive Network offers 360-degree integrated marketing opportunities in combination with cinema, encompassing 43 entertainment-related websites, online widgets and mobile applications. National CineMedia, Inc. (NASDAQ: NCMI) owns a 48.6% interest in and is the managing member of National CineMedia LLC. For more information, visit www.nationalcinemedia.com or www.ncm.com or www.FathomEvents.com.

About More2Screen

More2Screen is a leading distributor of alternative content programming to digital cinemas worldwide. Working with exhibitors and content partners across the globe, the London-based company has brought live broadcasts and recorded programmes including opera and ballet, concerts, musical theatre, event films and educational features to cinema audiences. Giselle in 3D is the latest in a series of ‘world-first' projects which have included the first Japanese live cinema relay to territories outside Japan with L'Arc~En~Ciel in May 2011; the world's first LIVE 3D opera, ENO's Lucrezia Borgia in February 2011; and the first-ever live concert broadcast in high-definition with Robbie Williams in 2005. For more information visit www.more2screen.com.

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