About NCM Fathom Events

Fathom is groundbreaking cinema entertainment that offers a broad range of unique, exclusive, limited-run live or pre-recorded entertainment events to local movie theaters around the country: Comedy, Concerts, Opera, Original Programs, Premieres, Sci-Fi & Horror, Sports and Talk Radio Events. Fathom is a compelling and valuable entertainment experience – high-quality entertainment shown in a convenient, comfortable and cost-effective environment.

The Work

Cranium Agency worked with National CineMedia, the parent company of Fathom, in completing internal and external quality-based research, the naming of Fathom, and the development of the brand platform and guidelines. Our primary objective was to strengthen relationships with their existing clients and extend the brand awareness to new customers in new markets.

We began by completing research to define the current brand equity, key differentiators, SWOT analysis, competitor analysis and gathering a collection of all of the existing brand elements. Through this process Cranium Agency strategically redefined the company, the new name, the brand platform and created new brand tools.

Once the overall brand platform was established for Fathom, Cranium Agency worked with the National Cinemedia sales team to launch the new brand. The internal and external brand launch was focused on creating excitement and buzz for the new brand.