What happened It's Tuesday, the stock market is back in session, and National CineMedia (NASDAQ: NCMI) stock is down 9% as of 1:20 p.m. EDT after being down 10% earlier in the day. This is not the kind of result you'd expect from a stock that's just been upgraded and had its price target hiked on Wall Street. Image source: Getty Images. So what On Friday, Barrington Research upgraded National CineMedia shares to "outperform" with a $5.50 price target, predicting that the movie advertising and entertainment pre-show company's shares will benefit from a broad reopening of movie theaters. Four days later, TheFly.com reports that B. Riley FBR has raised its price target even further, to $6 a share, calling the cinema reopening "solid" and saying National CineMedia has a "robust" pipeline of advertising to show moviegoers. Now what Of course, first, they need people to go to the movies to see those ads -- and that's where the problem may lie. Movie theater chains AMC, Cinemark, and Regal Entertainment (owned by Cineworld) have all begun reopening their theaters in hopes consumers will swarm to see the latest Christopher Nolan flick, Tenet. But Deadline reports that Tenet took in only $20.2 million in box office receipts in its opening weekend -- and this is with 70% of AMC theaters, for example, now reopened. Compare that money-haul to the $60 million theaters rang up for Inception in its opening weekend 10 years ago, or even the $47 million Interstellar collected five years ago, and it quickly becomes apparent that theater audiences aren't as large as they once were. And this, in a nutshell, is why National CineMedia stock is going down today. 10 stocks we like better than National CineMediaWhen investing geniuses David and Tom Gardner have a stock tip, it can pay to listen. After all, the newsletter they have run for over a decade, Motley Fool Stock Advisor, has tripled the market.* David and Tom just revealed what they believe are the ten best stocks for investors to buy right now... and National CineMedia wasn't one of them! That's right -- they think these 10 stocks are even better buys. See the 10 stocks *Stock Advisor returns as of August 1, 2020 Rich Smith has no position in any of the stocks mentioned. The Motley Fool has no position in any of the stocks mentioned. The Motley Fool has a disclosure policy.Source