Allure And Its Christie Experiential Network Ink Deal With Southern Theatres In US
Gail Chiasson, North American Editor
Allure and its Christie Experiential Network, creators of engaging experiential Digital Out-of-Home solutions, have signed a deal with Southern Theatres to deliver digital in-theatre advertising and promotional content through interactive and experiential digital displays in theatre lobbies.
The deal further expands Southern Theatres’ multiyear partnership with Allure and CEN for digital signage services.
CEN’s agreement with Southern Theatres increases its footprint in top DMAs in the Southeast. Christie, which won ‘Best Overall Retail or Mall Experience’ at the Daily DOOH 2015 Gala Awards for its installation at the Emagine Palladium theatre lobby in Birmingham, Michigan, will work closely with Southern Theatres to integrate its studio and institutional ad-based network into the exhibitor’s visually striking theatre lobbies.
These installations will feature interactive and 3D content delivered on brilliant, animated digital posters and experiential displays, ranging from stand-alone units to award winning Hero Walls with digital panels arranged in an 8’ high by 14’ wide herringbone pattern.
The displays should demonstrate Allure and its Christie Experiential Network’s proven expertise in delivering sophisticated, highly effective advertising campaigns using the latest innovations in digital technology to engage with theatre audiences and enhance exhibitors’ competitive advantage and revenue streams.
Ron Krueger, president and COO of Southern Theatres, says, “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.”
“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,” says Kevin Romano, executive vice-president of Global Media at Allure. “As evidenced by our recent announcement regarding integrating ThinAire’s Internet of Things technology into our Experiential Media Network, we are creating a platform for theatres, studios and advertisers to better engage and relate to consumers through immersive place-based and mobile technology. We look forward to our collaboration with the Southern Theatres organization.”
Southern Theatres LLC. Is the eighth largest theatre circuit in the United States and is currently responsible for the daily operations of The Grand Theatres, Amstar Cinemas, The Theatres at Canal Place and oversight of operations for Movie Tavern. The company operates 44 locations with 494 screens in Alabama, Colorado, Florida, Georgia, Kentucky, Louisiana, Mississippi, North Carolina, Ohio, Pennsylvania, South Carolina, Texas and Virginia. Southern Theatres LLC., is well positioned for continued expansion to key markets throughout the United States and is proud to be headquartered in New Orleans, LA.
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