Christie is continuing to roll out its Christie Experiential Networks digital signage/digital OOH program in cinemas across the US, among the latest the Emagine Palladium theatre in Birmingham, Michigan.
The new moviehouse is part of Michigan-based Emagine Entertainment, and is among 200 or so Christie plans to have installed this year with a lobby-based, ad-supported network.
This latest CEN project includes three digital posters, a “hero wall” composed of eight 55” screens in a herringbone pattern; and a video strip composed of eight 40” LCD screens.
“We enhance the quality of their experience and create a value proposition for them by making our theatres more than a place to see a movie, but also a complete destination for dining and entertainment,” explains Paul Glantz, Co-Founder and Chairman of Emagine Entertainment. “The lobby plays an important role in communicating the immersive nature of their experience, and the Christie Experiential Network’s state-of-the-art signage is an integral part of our strategy.”
“Just as CEN has done with Emagine Palladium, we create a new and exciting digital advertising network within the theatre lobbies of our Exhibitor partners as well as expanding upon existing systems to generate incremental revenue,” adds Kevin Romano, senior director, Global Media Networks, at Christie. “We manage all aspects of the network including sales, content creation, interactive programming, deployment, nationwide monitoring, and maintenance.”
Christie describes CEN as the first fully-integrated, digital OOH ad network designed to give brands and movie studios “access to a truly innovative visual platform to connect with today’s tech-savvy consumers. Advertisers can increase their reach and engage consumers by leveraging the experience and renowned technical expertise of the world’s leading visual solutions company.”
The lobby network is also being installed in Missouri’s Wehrenberg Theatres and Frank Theatres; Florida’s EPIC Theatres, and Spotlight Theatres in Georgia.
Christie has also announced an alliance with Screenvision, which does pre-show advertising inside the cinemas, operating on the idea that combined the companies provide an interactive, informative and entertaining guest experience, from the time moviegoers walk through the doors to when the closing credits roll.
“Christie brings to Screenvision the ability to expand our overall advertising solution, by arming us with the means to deliver a whole new experience for advertisers to connect with moviegoers in the lobby, with more exciting, experiential ‘wow factor’ capabilities, as soon as guests step into our exhibition partner’s venues,” says Darryl Schaffer, EVP, Operations & Exhibitor Relations, Screenvision, in a news release.
Romano says the alliance is building on mutually-enhancing technological and revenue-sharing agreements, to include logistics and creative development between the two companies.
Dave Haynes is the founder and editor of Sixteen:Nine, an online publication that has followed the digital signage industry for more than 13 years. Dave does strategic advisory consulting work for many end-users and vendors, and also writes for many of them. He’s based near Halifax, Nova Scotia.