National Cinemedia, Inc., a Delaware corporation organized on October 5, 2006, commenced operations on February 13, 2007. The company sells cinema and online advertising, promotions and events (business and consumer entertainment events) through the company, and is the largest cinema network media in North America. The Company's pre-advertising play is called "FirstLook," the Lobby Entertainment Network (" LEN "), programming and distributing activities on its Digital Content Network (" DCN ") or Live Digital Radio Network (" Dabeinong "), leveraging its proprietary digital content software (" DCS "). 

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