The No. 1 movie theater ad sales company begins the new year with a new CEO: Starting today former MillerCoors Chief Marketing Officer Andrew England has the top job, replacing Kurt Hall who is retiring but will serve for two years as an advisor to National CineMedia.

NCM’s Lead Director, Scott Schneider, is now Chairman of the Board.

“Andy is a proven leader with significant media and marketing expertise and a deep understanding of the changes that are taking place in the media marketplace and the opportunities they present for NCM,” Schneider says. Under the new CEO the company “will continue to improve its value proposition to marketers and enhance its market position to drive value for our shareholders, employees and affiliated theatres.”

The change means that both of exhibition’s ad sales companies have new leadership: In October No. 2 Screenvision  turned the reins over to longtime ad executive John Partilla.

NCM shares appreciated 9.3% in 2015. NCM benefited from advertiser interest in reaching audiences flocking to theaters to see Star Wars: The Force Awakens. In addition, many buyers are looking for alternatives to television, where ratings are falling.

England spent 10 years at MillerCoors, the joint venture of Molson Coors Brewing and SAB Miller PLC. NCM says he revamped strategies for Coors Light and Miller Lite, and expanded the company’s reach in social and digital media.

The new chief calls NCM “one of the strongest millennial networks in the country” — which is important because “the entire video landscape is shifting and brands are seeking stronger and more secure video solutions.”