National CineMedia, Inc. (NCM, Inc.) is a holding company that manages its subsidiary, National CineMedia, LLC (NCM LLC). The Company operates a digital in-theatre media network in North America. NCM, Inc. sells and produces advertising pre-shows and Fathom business and consumer entertainment events that it distributes across its digital content network (DCN) and live digital broadcast network (DBN) utilizing its digital content software (DCS). The Company derives revenue principally from: Advertising, and Fathom Events and Other. NCM, Inc. develops, produces, sells and distributes several versions of a branded pre-feature entertainment and advertising program, FirstLook, on theatre screens and advertising programming on its lobby entertainment network (LEN). It also sells other forms of advertising and promotions in theatre lobbies. During the fiscal year ended December 30, 2010 (fiscal 2010), advertising accounted for 88.7% of its total revenue.