National Cinemedia, Inc. (NCMI)

[Harry Winston]

Disney is still partnering with National Cinemedia for content and an online marketing tool.

These are the first seven paragraphs of a Hollywood Reporter article that was published last September.

'Noovie' will take the place of 'FirstLook,' the video show that has been running on thousands of movie screens for more than a decade.

The best place to see a sneak peek at the making of upcoming Star Wars films will be at theaters 20 minutes before the trailers roll, courtesy of a deal Walt Disney has struck with National CineMedia, which launches its Noovie preshow on Friday.

Disney said Wednesday it will provide exclusive content to Noovie, beginning with Coco, the Pixar movie starring an animated Xolo dog named Dante — Xolo being one of the world's oldest and rarest breeds.

The Disney-National CineMedia partnership will run at least through June 2018, and subsequent content the conglomerate will provide for Noovie includes exclusive behind-the-scenes looks at Star Wars: The Last Jedi, Black Panther, A Wrinkle in Time, Avengers: Infinity War, The Incredibles 2 and the still untitled Han Solo movie.

Noovie will take the place of FirstLook, the video show that has been running on thousands of movie screens for more than a decade. Before FirstLook, the preshow was called The 2wenty.

"We spent a lot of time looking for something we could trademark, get the URLs for and all the social-media handles. We really like this name," said National CineMedia CEO Andy England.

The company is working on a Noovie.com website to also show off its exclusive video, and it is partnering with other digital outlets, as well.

"The company is working on a Noovie.com website to also show off its exclusive video ...."

The Noovie.com website is running, but at the moment, it's only capable of generating an e-mail subscriber list. That's Disney's fault. National Cinemedia provided the website, but Disney hasn't provided the content to go on the website.

I see the possibility of a buyout by Disney. Their partnership with us will continue through this coming June. The success of Black Panther will make the behind-the-scenes footage especially popular with an underrepresented segment of the movie-viewing public.