Quebec Movie Chain Uses Digital Arches In Lobbies

July 12, 2012 by Dave Haynes

Here’s an example of building digital into the environmental design, instead of the more typical approach of “Where can we put some screens???”

The Cinemas Guzzo movieplex chain in Quebec is using Christie MicroTiles display units to build arches at the entries to its IMAX theatres. There are a pair of arches at the Mega Plex Marché Central 18 in Montreal.

One is a 6 high by 11 wide archway, and the other centered just past the archway in a 3 wide by 6 high array.  Once customers walk under the arch, another MicroTiles wall has a large movie poster with movie trailers playing inside the poster.

Arsenal Media, which is based in Montreal, developed the concept and the content.

“I saw them for the first time at CinemaCon 2011 and I had never seen something so bright, crisp and sharp – and those are the most important things for me,” says Vincenzo Guzzo, executive vice president for Cinemas Guzzo. “Arsenal Media produced some very interesting and complex content that runs on the MicroTiles. Everyone loves it and, in particular, the younger crowd who has said it’s really cool. The MicroTiles makes a lot of people just stop and take a minute to look at the whole display. Once they walk through the arch, they stop and stare again at the movie trailers playing inside the movie poster.