[2] The merger was blocked by the Department of Justice over antitrust concerns, since Screenvision and NCM together would supply advertising to 34,000 of the nation's 39,000 movie theaters.

FirstLook consisted of pre-show advertising and entertainment, provided by content partners such as ABC Networks, A&E Television Networks, Amazon, Disney, Fandango, Google, Hulu, Microsoft, NBC, Nintendo and Turner Broadcasting System[6] interspersed with advertising.

The application allows users to organize an evening film viewing at a theatre as well as activities before and after the movie, such as dinner, coffee, dessert and shopping using a local data feed from Citysearch APIs.

Noovie was designed as a multi-platform brand, with an accompanying website and social media outlets for film industry news.

[13] Past entertainment events have included: The NCM Digital offers 360-degree integrated marketing programs in combination with cinema, encompassing thousands of entertainment-related web sites and hundreds of mobile applications.