Preshow
The content and deployment of the preshow playing on all screens is handled by National CineMedia, or NCM. The show, dubbed the "FirstLook," features advertisements for local establishments, nationwide ad campaigns (including movie trailers), and content created by Goodrich Quality Theaters. The show generally runs between 15 and 25 minutes and is timed to end exactly when the movie is scheduled to begin. NCM also handles the advertising content played on flat-screen TVs located in the lobbies of Goodrich theaters.
Read more about this topic: Goodrich Quality Theaters