In a move that will unite the two largest U.S. theater chains' fastest-growing business, Regal Entertainment Group and AMC Entertainment announced March 29 that they are combining their cinema screen

(The Hollywood Reporter) -- In a move that will unite the two largest U.S. theater chains' fastest-growing business, Regal Entertainment Group and AMC Entertainment announced March 29 that they are combining their cinema screen advertising operations into a new joint venture, National CineMedia LLC.

The deal already has closed and will not be subject to regulatory approval.

The combined company's national distribution will reach 11,200 screens and will comprise 36% of the national box office, according to Nielsen EDI.

The new company still will be smaller than industry leader Screevision, which operates cinema advertising on 16,000 screens in the United States.

National CineMedia -- which combines the operations of Regal CineMedia, Regal's media subsidiary, and National Cinema Network, AMC's cinema advertising subsidiary -- will focus on cinema advertising and promotions, as well as business communications and training services and the distribution of digital alternative content.