ScreenFX adds +1 Mall to its network
Adrian J Cotterill, Editor-in-Chief
The Stockton-on-Tees’ Castlegate Shopping Centre is the newest member of ScreenFX’s MallFX network.
Castlegate Shopping Centre is managed by DTZ Debenham Tie Leung and features anchor stores Boots and Woolworths.
They are operating 50″ ceiling mounted plasma screens internally and a single external LED screen in the Laithe Investments owned centre.
Whilst 50 inch screens are great I do think that to be successful in Malls digitally, one has to compete with the traditional 6 sheet format and so – the way to do a Mall is give it digital 6 sheets and not large TFT LCD or Plasmas. The LED is a nice addition but again, selling that is a slightly different proposition to within the Mall itself.
ScreenFX say that “The 12.5 million shoppers visiting Castlegate annually will receive international news, weather and celebrity news via the screens as well as Centre messaging and advertising from national and local brands. This diverse content provides an excellent opportunity to engage with visitors when and where they are in shopping mode”
As ScreenFX made such a big fuss about getting someone else to do their media sales for them a few months back, it is surprising (or not) that there is no mention of who will be selling the media on the MallFX network. One assumes it is internal as usual.
http://www.screenfx.com/mallfx/
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