National CineMedia Partners with aTwist to Bring Microdramas to Theaters

National CineMedia (NCM), the dominant force in cinema pre-show advertising, has announced a strategic partnership with the emerging microdrama studio aTwist. Founded by industry veterans Jana Winograde, Susan Rovner, and Lloyd Braun, aTwist aims to bring bite-sized, vertical-format storytelling to the big screen. Starting this summer, NCM will feature previews of aTwist’s original series across its network of over 18,500 screens, utilizing QR codes to drive theater audiences directly to the aTwist platform.

Beyond simple promotion, the collaboration includes the production of bespoke branded content. NCM and aTwist plan to develop sponsored series and advertisements that will run both in theaters and within the aTwist app. This move allows aTwist to gain immediate, high-visibility exposure for its upcoming launch, positioning itself against established competitors like ReelShort and DramaBox by leveraging the captive, immersive environment of the movie theater.

This partnership underscores a broader industry trend where brands are increasingly utilizing the microdrama format to reach consumers through narrative-driven advertising. By moving beyond traditional 30-second spots, companies are experimenting with serialized, "soapy" storytelling to foster deeper engagement. For NCM, the deal represents an effort to modernize its pre-show programming with content that resonates with mobile-first audiences, while for aTwist, it provides a unique bridge between traditional Hollywood production values and the rapidly growing vertical video market.