1.1. Why do you think there are so few firms in this business in the first place? Many of you have no doubt been annoyed by the plethora of advertisements as you begin to eat your popcorn in most movie houses. What you may not know is that the bulk of these advertisements—almost 90 percent of them—are produced and sold to those movie theatres by only two firms, National CineMedia, Inc and the much smaller Screenvision.