News
Scala Content Manager powers cinema DOOH network in Denmark
December 14, 2008
EXTON, Pa — Scala, a provider of end-to-end solutions for the connected signage market, announced Dansk Reklame Film has adopted Scala to deliver digital movie theater advertising to cinemas throughout Denmark.
Dansk Reklame Film (DRF) is the Danish cinema advertising company. DRF produces advertising videos and stills in approximately 90 percent of all Danish cinema theatres.
Traditionally, advertising spots were created by employees of DRF who cut and splice advertising film rolls onto movie rolls, so the advertisements could be displayed before the movie. In addition to this manual work, the film rolls also had to be transported to different locations, therefore adding to the cost and complexity. DRF was searching for a more efficient way to manage the advertising process and wanted to improve picture quality as well. DRF turned to Scala Certified Partner IntelliNet to find a solution to their challenges. "We were looking for a partner that could be flexible, trustworthy and deliver a module-based product with high quality," said Jimmy Hansen, chief financial officer of Dansk Reklame Film.
IntelliNet suggested a completely digitized system for distribution of advertisements, based on Scala Content Manager: a multimedia management system, which can show unique playlists at scheduled times on multiple players. With DRF's 235 cinema theaters it was too complex to use Scala Content Manager alone to create all these variations of playlists. DRF wanted to target and distribute the content based on the following criteria: campaign period, cinema site, cinema theatre, feature film, target group, age and genre. This alone resulted in the need to manage several thousand playlists each day.
To solve this challenge IntelliNet introduced Campaign Distribution Engine, a value-added solution developed by IntelliNet and based on Microsoft.NET technology. The Campaign Distribution Engine is a solution that DRF employees access through a Web interface to create campaigns, link them to one or several media files and target cinemas and movies based on the above mentioned filters. Windows services run every night and create more than 4,000 unique playlists and distribute them to each Cinema Player. The installation consists of 235 Cinema Players and projectors. Each movie theater has its own Cinema Player and projector integrated with automation, networking and audio.
"The combination of IntelliNet's Campaign Distribution Engine and Scala's Content Manager has been a success. One important success criteria has been the possibility to integrate our Campaign Distribution Engine with the extensibility of Scala Content Manager using Web services. Another important issue for us has been the programming of logic into sub-playlists for timing and control of cinema automation and audio systems for each Cinema Player," said Oscar Hovland, sales manager at IntelliNet.
"We have been through an enormous change. Our digital advertising system has helped us gain an important competitive position in the cinema advertising marketplace, and our workflow is much more efficient. The new flexible advertising offerings have been very well received by our customers," said Hansen.
Related Media
Subscribe
Get the latest news and resources from Digital Signage Today.
Recent Posts
Legrand | AV debuts residential AV Innovations at industry expo
Hologram Media Network, Proto conjure up interactive theater experience
Epson showcasing projection features at Pro AV industry events
Jolt enhances platform with AI capability for advertisers
UniLED Software teams with MX for DOOH ad verification
