Regal created National CineMedia with AMC and Cinemark in 2007 to provide in-theater advertising in and it still owns a big chunk of the company. In a motion for "rejection" filed Friday in Bankruptcy Court for the Southern District of Texas, Cineworld said it needs a change. "A prudent exercise of business judgement" requires the chain to either extract better terms from National CineMedia, turn to another provider, or just take ad services in-house.