News

Citi Performing Arts Center upgrades with Daktronics LED digital signage

February 3, 2009

BROOKINGS, S.D. — As pedestrians stroll through Boston's Theatre District, one of the nation's foremost nonprofit performing arts institutions now shines a little more than the rest. Recently, Daktronics Inc., installed four outdoor LED video display marquees at the Citi Performing Arts Center's Wang and Shubert Theatres in Boston, Mass.

The theaters previously operated changeable copy displays to advertise their upcoming performances, which only allowed them to promote one show at a time. Now, with Daktronics' LED displays, both theaters are able to promote each and every scheduled performance months in advance.

The Citi Performing Arts Center consists of two theaters, the Wang Theatre and the Shubert Theatre, both of which are neighbors on Tremont Street in Boston's Theatre District. Two Daktronics LED displays measuring approximately 10 feet by 15 feet are placed outside the Wang Theatre, while the two other LED video displays measuring approximately six feet by eight feet are placed above the façade of the Shubert Theatre. Both LED video displays advertise upcoming shows with pre-recorded video content along with times and dates of each performance.

Recently, a private event was held at the Citi Center's Wang Theatre where the interactive potential of the LED signage technology was in full force. During this particular event, a photographer snapped photos of guests in the Wang's lobby. Following the event as guests exited the theater, those photos were fed onto the display, surprising many as they viewed themselves on the screen.

"It's one of those little things you can do with this technology that make huge impressions on guests, clients, and sponsors — it's a value add for the venue," said Julie Banks, marketing communications manager at the Citi Center.

The LED video marquees are the latest addition to the Citi Center's growing fleet of digital assets, including five LCD plasma screens in and around the Box Office. The Citi Center is one of many performing arts theaters upgrading to LED technology outside their buildings. Today, LED signage acts as a "broadcaster" to the public and directs their attention to what's playing inside.  By adding video and animation to a marquee, a theater's display becomes more effective, and more noticeable, which in turn accelerates ticket purchases.