News

Digital posters, experiential displays part of theatre lobby rollout

June 27, 2016

Allure and its Christie Experiential Network, providers of experiential DOOH solutions, has signed a deal with Southern Theatres to deliver digital in-theatre advertising and promotional content through its interactive and experiential digital displays in theatre lobbies, according to a company press release.

CEN will work with Southern Theatres to integrate its studio and institutional ad-based network into the exhibitor's theatre lobbies. These installations will feature interactive and 3D content delivered on animated digital posters and experiential displays, ranging from stand-alone units Hero Walls with digital panels arranged in an 8-foot-high-by-14-foot wide herringbone pattern. The displays will deliver advertising campaigns using digital technology to engage with theatre audiences and enhance exhibitors' competitive advantage and revenue streams, the release said.

"We are excited about this partnership and the opportunities it brings to all involved," said Ron Krueger, president and COO of Southern Theatres. "Providing more engaging, memorable and responsive experiences to our guests is a top priority. Allure and CEN enable us to continue to innovate and offer exciting new ways to enjoy the movies in our theatre environments."

Allure has digital signage theatre deployments across much of the U.S. as well as in China and other international markets, in addition to Christie’s digital cinema projection market with more than 50,000 installations worldwide. The company's Network Operations Center monitors more than 60,000 devices. These include thousands of digital menu boards and movie posters, merchandisers, digital box office and auditorium displays, nearly 4,000 digital cinema screens, and 4,700 screens offering on-screen digital advertising solutions.

"As today's tech-savvy millennial audiences increasingly expect more engaging and personalized entertainment experiences, the challenge is to deliver them in fully integrated, thoughtful and innovative ways; from the moment they step inside the lobby to the closing credits of their favorite movie," said Kevin Romano, executive vice president of Global Media at Allure.