Christie Launches First National Experiential Network For Cinema Lobbies
Gail Chiasson, North American Editor
Christie launched a new media initiative, Christie Experiential Networks (CEN) for cinema lobbies today, Monday, Oct. 27/14.
Based on the theme ‘From the Street to the Screens’, the network features unique digital destinations such as the Christie double-sided digital standee, the experiential video wall and the hero screen – some of which are being introduced during ShowEast, Oct. 27-30, in Hollywood, Florida.
“Christie was at the forefront leading the conversion of film to digital projection, and we are today the first to deploy a refined experiential strategy that will transform the way exhibitors, brands, agencies and studios connect with moviegoers across the country,” says Kevin Romano, senior director, global media, at Christie. “From projection mapping to mobile, to augmented reality and gesture interactions, we are committed to delivering superior, content-driven experiences for the cinema industry.”
CEN adds a new layer to how Christie brings value to the cinema industry. With this new initiative, Christie becomes a network operator that supplies technologies and digital content to exhibitors’ lobbies. It provides standard track installations at no cost to the exhibitor and can also provide personalized concepts for a competitive investment. CEN’s team of media specialists will manage advertising sales, in a revenue-share model with the exhibitors. From a brand and studio perspective, Christie’s new CEN provides access to a large-scale network of refined, multi-platform digital experiences for the consumer. Technologies and content strategy will, e.g., enable studios to transform a trailer into a 4K gesture experience; or brands to create an interactive experience from an app, such as a 30-second ad or a static poster. Then the experience can be distributed on a national scale in top designated market areas. A variety of experience options are available for brands and studios.
CEN’s mission is to create new revenue streams for exhibitors, deliver refined media opportunities for brands and studios, and offer high-impact digital experiences for the consumer. The Christie Experiential Networks programming will also integrate promotional elements such as discounts, special promotions and giveaways.
Denys Lavigne, senior director, experience strategy and creative services, at Christie, says, “It is time that exhibitor lobby spaces become a legitimate part of the cinema experience and growth strategy for the industry. Experiential is growing everywhere; brands and studios are embracing it, and consumers expect it. With similar experiential projects that we’ve created for other industries, we observed that when customers are engaged there is more dwell time, which means higher brand impact, and a better overall experience.”
“Guests who interact with the digital displays will gain a direct and immediate benefit that makes their experience that much better,” says Romano.
These opportunities extend to studios, product marketers, advertisers, and exhibitors, who will be showcased on the new network as well as on the legacy systems Christie plans to integrate as one high-impact digital media within the exhibitor environment. Christie is delivering this new media initiative as part of its 360-degree digital solution capabilities.
“The industry might not be fully aware but Christie has developed a solid track record over the past five years in delivering next generation digital signage applications for our clients and partners,” says Sean James, vice president, global professional services, at Christie. “Our recent acquisition of Arsenal Media reinforced our unique position as a total solutions provider from strategy, hardware and software, to content, enterprise-level network operations center, maintenance and ongoing technical support. Now, with the addition of our media sales services, headed by Kevin Romano who has played a key role in the development of brand advertising in cinema, we feel we have built the ideal team to accompany the cinema industry in this next phase of innovation and growth.”
Lavigne will share his knowledge of digital planning, content and technology on the ‘Monetizing Your Digital Investment-New Technologies to Serve the Exhibition Community’ panel, scheduled for Tuesday, October 28, 8.30 a.m. – 9.30 a.m. at ShowEast.
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