Kidneys for Communities and National CineMedia (NCM) Announce Partnership to Expand Life-Saving Living Donor Campaigns Nationwide

Rhea-AI Summary

AMC (NYSE:AMC) is featured in a new partnership where Kidneys for Communities and National CineMedia use cinema ads in major chains, including AMC, to promote living kidney donation. Campaigns use QR codes, NCM-donated ad inventory, and targeted placements to boost donor sign-ups and successful matches.

Market Context

This announcement highlights a strategic campaign partnership in which AMC’s circuit is one of the m...

Analysis

This announcement highlights a strategic campaign partnership in which AMC’s circuit is one of the major theater chains showcasing community-directed kidney donation messages. The collaboration leverages cinema’s reported 74% ad recall versus 28% for social media and follows prior AMC initiatives built around unique content and events. Against a backdrop of substantial kidney disease prevalence of 35.5 million people in the U.S., investors may monitor how such mission-driven, high-engagement programs integrate with AMC’s broader operating and capital-raising framework under its effective shelf.

Key Figures

Campaign views: 8,200 views Donor sign-ups: 18 sign-ups Ad recall cinema: 74% +4 more

7 metrics

Campaign views 8,200 views One living donor cinema campaign over six weeks

Donor sign-ups 18 sign-ups From a single six-week cinema campaign leading to a successful match

Ad recall cinema 74% Reported ad recall in movie theaters

Ad recall social 28% Reported ad recall on social media

Kidney waitlist More than 100,000 people People nationwide waiting for a kidney transplant

Kidney disease prevalence 35.5 million people Estimated number of people in the U.S. with kidney disease

Undiagnosed kidney disease Approximately 90% Share of U.S. kidney disease patients unaware of their condition

Previous Partnership Reports

2 past events · Latest: Jan 20 (Positive)

Same Type Pattern 2 events

Date	Event	Sentiment	24h Move	Catalyst
Jan 20	Distribution partnership	Positive	-2.5%	LAIKA secured U.S. and international partners to distribute Wildwood theatrically.
Aug 07	Re-release partnership	Positive	-5.1%	Warner Bros. partnered with AMC and Dolby to re-release The Batman in select cinemas.

24h Move is the share-price change in the day after each event; other market factors may also have contributed.

Pattern Detected

Recent partnership headlines in this ecosystem have been followed by negative 24-hour moves despite their positive strategic tone.

Recent Company History

Over the past year, partnership news around theatrical content and exhibition, such as LAIKA’s distribution arrangement for Wildwood and Warner Bros.’ collaboration with AMC and Dolby on “The Batman” re-release, has tended to coincide with short-term share price declines of 2.48% and 5.12%. Against that backdrop, today’s Kidneys for Communities–National CineMedia campaign, which prominently features AMC’s circuit in its rollout, arrives after a series of content- and event-driven initiatives aimed at leveraging cinema as a platform for targeted, high-engagement campaigns.

Key Terms

living donation, kidney transplant, qr codes, proprietary algorithms

4 terms

living donation medical

"increasing access to life-saving kidney transplants through community-directed living donation"

Living donation is when a healthy person gives an organ or portion of an organ—most often a kidney or part of a liver—to another person while both are alive. Investors pay attention because it changes demand for scarce transplant services, affects hospital and transplant program revenues, influences long‑term patient care costs and insurance liabilities, and can shift regulatory and reimbursement dynamics much like a private transfer of a high‑value asset alters supply and pricing in a market.

kidney transplant medical

"increasing access to life-saving kidney transplants through community-directed living donation"

A kidney transplant is a surgical procedure that replaces a failing kidney with a healthy one from a living or deceased donor, allowing the recipient to filter waste and balance fluids without long-term dialysis; think of it like swapping a failing engine so a car can run properly again. Investors watch transplants because they drive demand for hospital services, follow-up drugs to prevent the body rejecting the organ, medical devices and testing, and influence long-term healthcare costs and reimbursement policies.

qr codes technical

"and use QR codes to drive audiences directly to Kidneys for Communities' donor registration"

A QR code is a small square “barcode” that stores digital information—such as a web link, payment instruction, or tracking ID—that can be read instantly by a smartphone camera. For investors, QR codes matter because they make customer interactions, sales, product tracking and security checks faster and measurable; like a doorbell that also records who came to the door, they can drive revenue, improve marketing efficiency and supply-chain visibility.

proprietary algorithms technical

"Proprietary algorithms place kidney donation messages alongside family-oriented films"

Proprietary algorithms are company-owned computer programs and step-by-step rules that turn raw data into decisions, predictions, or automated actions—think of them as a firm’s secret recipe or custom map for finding opportunities. They matter to investors because they can create a durable edge that boosts revenue or cuts costs, represent intangible value that affects a company’s worth, and introduce operational or regulatory risks if they fail or are copied.

AI-generated analysis. How Rhea-AI works. Not financial advice.

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Cinema advertising platform brings community-directed kidney donation stories to theaters across the country after successful pilot program

TOLEDO, Ohio, May 19, 2026 /PRNewswire/ -- Kidneys for Communities, a national nonprofit increasing access to life-saving kidney transplants through community-directed living donation, and National CineMedia (NCM), the largest cinema advertising network in the United States, announced a strategic partnership today. The collaboration leverages the power of storytelling on the big screen to inspire living kidney donation and connect patients with potential donors in their own communities.

The partnership comes after a highly successful pilot program with ads running before showtime, including:

• One campaign generated more than 8,200 views over a six-week period and led to 18 donor sign-ups, which ultimately led to a successful match. 
• Previous NCM-supported efforts have resulted in hundreds of donor applications.

Through this partnership, Kidneys for Communities and NCM are deploying targeted, in-theater advertising campaigns that feature real patients in need of kidney transplants. These campaigns appear before films in major theater chains including AMC, Cinemark, and Regal, and use QR codes to drive audiences directly to Kidneys for Communities' donor registration platforms or personalized patient pages. As part of the collaboration, NCM is donating advertising inventory and production costs to support these life-saving campaigns.

What makes the partnership especially unique is its origin. NCM employee Ricky Hernandez, a kidney transplant recipient, was the first to use cinema advertising for his own living donor campaign, an effort that ultimately led to his successful transplant. After experiencing the impact firsthand, Hernandez helped bring the concept to Kidneys for Communities to scale its reach and impact.

"This partnership represents a breakthrough in how we reach and engage potential living donors," said Atul Agnihotri, CEO of Kidneys for Communities and a kidney transplant recipient. "By bringing these deeply personal stories into movie theaters—where audiences are already emotionally engaged—we are creating a powerful new pathway for connection, compassion, and ultimately, life-saving action."

"This partnership is deeply personal for our team. Ricky's story showed us firsthand how the big screen can help identify everyday heroes who are willing to step forward to help someone in need. This emphasizes what we've been telling advertisers for years, that cinema is the place to find critical engaged audiences. We're proud to scale that impact alongside Kidneys for Communities and to use our platform to support a cause this meaningful," said Maria Woods, Chief Legal Officer and Head of Human Resources of, NCM.

NCM's platform enables highly targeted outreach, allowing campaigns to reach key demographic audiences, in a uniquely powerful environment. Proprietary algorithms place kidney donation messages alongside family-oriented films, ensuring the content reaches viewers most likely to respond. The movie theater is one of the last places where audiences give their full, undivided attention — without second screens or the ability to skip. That focus translates into ad recall as high as 74%, compared to 28% for social media. For campaigns like these, higher recall means more people stepping forward to help.

Kidneys for Communities and NCM are exploring opportunities to expand the partnership into a broader initiative, potentially supporting dozens of patient campaigns annually and testing different outreach strategies, including community-specific messaging. The collaboration aligns closely with Kidneys for Communities' mission to address the national shortage of living kidney donors by unlocking the power of community networks and innovative outreach.

More than 100,000 people nationwide are currently waiting for a kidney transplant. Killing more people than breast cancer or prostate cancer, kidney disease has, in recent years, been named by the Centers for Disease Control and Prevention as a leading cause of death in the U.S. CDC data shows that kidney disease affects an estimated 35.5 million people in the U.S., and approximately 90% of those with kidney disease don't know they have it.

About Kidneys for Communities
Kidneys for Communities is a nonprofit organization dedicated to saving lives by increasing access to kidney transplants through living donation. The organization partners with communities, unions, employers, municipalities, and first responder organizations to educate, support, and connect donors and recipients, increasing the likelihood that a life-saving kidney can be directed to a fellow community member in need. Addressing the national shortage of living kidney donors through proactive outreach, Kidneys for Communities developed the first-ever national community-directed donation program, which unlocks connections within membership-based communities and expands the impact of paired kidney exchange. To learn more or find out how to help first responders in need of a kidney transplant, visit their website.

About National CineMedia
National CineMedia, Inc. (NCM, NASDAQ:NCMI) is the largest cinema advertising platform in the U.S. With unparalleled reach and scale, NCM connects brands to sought-after young, diverse audiences through the power of movies and pop culture. A premium video, full-funnel marketing solution for advertisers, NCM enhances marketers' ability to measure and drive results. NCM's Noovie® Show is presented exclusively in 41 leading national and regional theater circuits including the only three national chains, AMC Entertainment Inc. (NYSE:AMC), Cinemark Holdings, Inc. (NYSE:CNK) and Regal Entertainment Group (a subsidiary of Cineworld Group PLC). NCM's cinema advertising platform, including Spotlight, consists of more than 18,500 screens in over 1,650 theaters in 185 Designated Market Areas® (all of the top 50). NCM is the managing member and owner of 100% of National CineMedia, LLC (NCM LLC). For more information, visit www.ncm.com.

 

Kidneys for Communities Media Contact:	NCM Media Contact:
Stacey Doss, APR	press@ncm.com
PR Director
COHN Marketing
949-285-2362
stacey.doss@cohnmarketing.com

 

View original content:https://www.prnewswire.com/news-releases/kidneys-for-communities-and-national-cinemedia-ncm-announce-partnership-to-expand-life-saving-living-donor-campaigns-nationwide-302775932.html

SOURCE Kidneys for Communities

FAQ

What is the new Kidneys for Communities and National CineMedia partnership involving AMC (NYSE:AMC)?

The partnership uses NCM’s cinema network, including AMC theaters, to run targeted living kidney donor campaigns. According to Kidneys for Communities, these pre-show ads feature real patients and QR codes that link audiences to donor registration and personalized patient pages.

How effective was the pilot kidney donor campaign shown in AMC and other theaters?

One pilot campaign generated over 8,200 views in six weeks and 18 donor sign-ups, leading to a successful match. According to Kidneys for Communities, previous NCM-backed efforts have produced hundreds of donor applications across participating cinemas.

How does National CineMedia’s platform support the kidney donor campaigns in AMC locations?

NCM’s platform places kidney donation messages before films in major chains like AMC using proprietary targeting. According to NCM, ads are aligned with family-oriented content, aiming at viewers most likely to respond and driving them via QR codes to donor resources.

What advertising resources is National CineMedia contributing to the kidney donation initiative?

NCM is donating advertising inventory and production costs to support these living donor campaigns across its network. According to NCM, this in-kind support helps scale outreach to more patients and communities without adding media expenses for Kidneys for Communities.

How strong is viewer engagement for the kidney donor ads in AMC and other theaters?

Cinema ads can achieve recall as high as 74% versus 28% for social media, according to NCM. The company notes that movie theaters offer undivided attention, with no second screens or skipping, which can help increase responses to living donor appeals.

How many patient campaigns could this kidney donor program run each year?

Kidneys for Communities and NCM are exploring options to support dozens of patient campaigns annually. According to Kidneys for Communities, they also plan to test different outreach strategies, such as community-specific messaging, to address the national shortage of living kidney donors.