The Immersive Experience K \K\Z E`Zxc`Eefmxk`FejK Xk I\Xccp[IxnK \Xl[`\Ez\J`E

$The Immersive Experience K \K\Z E`Zxc`Eefmxk`FejK Xk I\Xccp[IxnK \Xl[`\Ez\J`E$

K_\c\X[è^dX^Xqè\]fiZè\dXè[ljkipgif]\jj`feXcj

J\gk\dY\i)'(, Zè\dXk\Z_efcf^pdX^Xqè\%Zfd new look the Immersive experience K_\k\Z_e`ZXcèefmXk`fejk_Xk i\Xccp[iXnk_\Xl[`\eZ\jè

Vol 28, No3 produced cineeurope 2015 digital horizons future-shock? in partnership with =lcci\gfikfek_\e\nj# 8jÔcdm`\nè^_XY`kj ?XjÔcdcfjk`kjZlckliXc k_\g\fgc\Xe[k_\cXk\jk Z_Xe^\#_fnZè\dX`j ZXZ_\k6Jì:_i`jkfg_\i gif[lZkjè9XiZ\cfeX i\XZ_èê\n_\`^_kj =iXpcè^kXZbc\jk_\`jjl\

CT_SEP15_001.indd 1 18/08/2015 21:08 DIGITAL SIGNAGE 31

putting the fizz into coca-cola

very year, CineEurope’s The technologies behind its Trade Show floor is dominated by the Coca- magnificent displays make the Cola lounge. It takes up the same space as some Coca-Cola stand one of the biggest 16 normal-sized booths. EAnd every year the designers manage ‘cinema shows’ at CineEurope. to come up with something visually exciting. It makes you go “Wow!” whilst, Jim Slater explores the components at the same time, showcasing everything new in cinema concession sales and that bring the concessions area to life marketing — and provides a huge area

where show visitors can freely sample drinks and snacks that form such an integral part of cinema exhibition. In recent years, embracing the trend for cinemas to replace traditional posters with electronic displays, the Coca-Cola Lounge has used increasing numbers of huge displays, and NEC, which Cinema Technology readers probably know best for its top-class projectors, has worked closely with the stand’s designers to provide state-of-the art examples of how different types of visual display can be used to enhance the cinema-going experience and to increase concession and ticket sales. In previous years, I had wondered how all this happened, so was delighted this June to be invited by Lou Carulli, Marketing Manager of YCD Multimedia, to take a ‘backstage’ look at the various areas of the stand and to talk

www.cinematechnology.com SEPTEMBER 2015 | CINEMA TECHNOLOGY

CT_SEP15_031.indd 31 17/08/2015 22:44 32 DIGITAL SIGNAGE DIGITAL SIGNAGE 33

THE STAND The different areas of the Coca-Cola stand and the messages that they are designed to give include: Screen column with Entrance “dancing” Audience archway bottles Interaction “THE STAND IS A DIGITAL EXPERIENCE

Fun Experience TAILORED TO THE

Digital signage offers cinema owners a CINEMA INDUSTRY” marketing medium — as well as an ad site

about the technologies involved. Lou explained how YCD — and its partners Littlebit Technology, NEC Display Solutions and Intel — work with Coca-Cola to provide a magnificent stand THE ORIGINAL LAYOUT presence that uses solutions tailored to the needs of cinema operators worldwide. COMPUTER-RENDERED They are committed to educating the cinema industry on the proper incorporation of digital signage into the movie-going experience, making the ‘Immersive’ were the ‘buzz words’ at Planning the concept YCD and Littlebit representatives would interactive Film Posters Large video walls create a unique cinema a destination for social gathering CineEurope. The team began planning the 2015 stand be on hand to explain each digital Two 60-inch screens at the outside front experience through ambiance and and entertainment that can be quite The consortium partners each brings area soon after CineEurope 2014 signage element. The overall idea was to corners display interactive film posters sensory content, providing a ‘wow’ effect separate from the movie itself. It was their expertise to create a digital signage finished. The creative minds came up demonstrate how a 360° approach to — motion sensors change the display that increases brand awareness. fascinating to hear how consortium experience tailored to the cinema with the concept that it should provide a digital signage creates a unique guest from a poster to a video sequence as a partners are working on using signage industry, but Lou was keen to stress ‘touring experience’ designed to enhance experience, the lounge being set customer passes. These provide excellent all this… and a Luxury bar area and communications’ technologies to from the beginning that this isn’t simply the journey of each guest to the stand, up to mimic the entire movie-going examples of how such screens could be A custom-made cocktail in the adult- create an ‘immersive experience’ for a matter of providing good-looking and mirroring what should happen in a experience, whilst giving the cinema used inside and outside cinemas, tailored oriented bar area went down well. cinemagoers. This ties in closely with exciting video walls and concession typical cinema. All the Coca-Cola staff owner the message that well-planned to the audiences and the time of day. The This part of the stand created a luxury current aims of cinema owners — counters, but is also a solid way of would be encouraged to guide guests to and thought-out digital signage will posters can also be used to generate ad experience with an aura of calm. It was ‘Premium Large Format’ and achieving measurable revenue gains. tour each element of the lounge, and increase revenues in all areas. revenue, allowing cinema owners to sell very different to anything I have come ad space in between film posters. across in a cinema before. In a different A ‘ribbon’ of 16 screens hanging over vein, the teen area was clearly popular, the central part of the stand formed a with screens allowing direct interaction digital signage networks including high- develops customised solutions for key feature, showing film trailers to with the audience via mobile phones and impact video and mosaic walls in a native, many applications, using Intel-based encourage people to attend future through social media including pixel-perfect resolution. YCD operates technologies. In fact, Intel played a major THE TECHNOLOGIES BEHIND THE COKE STAND showings. Practically, this huge ribbon Facebook — as Cinema Technology has worldwide with offices in the United part in the project, with all the player PCs needed to be installed first, before Sixty five displays, 21 media project, with full support from each of States, the United Kingdom and Israel, powered by Intel chips. anything else in the booth apart from players and 13 computers, including the other partners. YCD Multimedia, as well as an international network of The vast majority of the displays the floor. The ticketing and concessions Application of mobile technology allows six that are specially customised, a leading global provider of advanced partners serving clients globally. on the Coke stand were NEC monitors cinemagoers to engage more directly are networked together to provide an digital signage software solutions, Computing kit was supplied of various dimensions. NEC Display areas featured electronic screens as enormously flexible display system. provided its fully scalable platform and installed by Littlebit Technology Solutions Europe partners many cinema menu boards displaying a combination As the chart overleaf shows, displays and customised software. This offers AG. It produces its own range of operators, making it clear customers are of menu and sensory up-selling content, range from 27in to 80in, with many unmatched capabilities in driving computers under the axxiv brand and not just ‘buying a product’, but achieving and cashier/customer-facing screens for stacked to provide large posters or complete solutions. NEC’s displays are far point-of-sale. Sensory screens showing even video walls. Hundreds of cables, more than upgraded domestic TVs, being popcorn and Coke content were designed from Cat 6 LAN to USB to HDMI and hardy and robust, with inherent quality to generate an appetite and sales. mini DP, were cleverly concealed so and reliability. Its team of specialists The box office menu board displays visitors aren’t aware of their presence. can tailor a solution precisely to users’ are intended to increase sales through Swiss company Littlebit requirements, all backed by a solid “teaser” content and “pre-sales” of tickets Technology managed the overall warranty and support service. for upcoming shows, as well as cross- selling through ticket & combo deals.

CINEMA TECHNOLOGY | SEPTEMBER 2015 www.cinematechnologymagazine.com www.cinematechnologymagazine.com SEPTEMBER 2015 | CINEMA TECHNOLOGY

CT_SEP15_031.indd 32 17/08/2015 22:44 CT_SEP15_031.indd 33 17/08/2015 22:44 34 DIGITAL SIGNAGE

reported previously, this sort of social opportunity to dance along with a Coke media engagement could well assist the “Just Dance Now” video loop. Equally, the drive to boost the attendance of young photo booth was a great idea, introducing people at cinemas. Playing mobile games the concept of taking ‘selfies’ in the in this area enables customers to win cinema, making these available to others ‘discount vouchers’ which can be via a dedicated website. Such interaction downloaded on a smartphone — on the encourages people to join loyalty schemes Coca-Cola stand this was a genuinely and allows for collection of customer data entertaining experience, including the for future notifications and promotions. It was good to look behind the scenes of the Coca-Cola lounge, to learn of the planning and technology that goes into Display/Player, providing something that, rightly, the Area size & number Model Description public only sees as a swish modern café offering Coca-Cola and a range of Display (P), 46”, 6x NEC-60003790 MultiSync X464UN-2 cinema snacks. I learned how much PC i7 4770 3.4GHz, Entrance Screens Player, 2x AXV-BTO-CU-AQ8700 engineering work goes into concealing HD4600/2x8GB/SSD120GB everything technical except the Webcam, 2x LOR-960-000768 C920 HD Pro Webcam displays and saw how the consortium Display (L), 32”, 3x NEC-60003630 MultiSync V323 (V2) works together to ensure cinemas use Box Office NUC i5-3427U 1.80GHz, HD4000 efficient processes to cope with large Signboards Player, 1x AXV-AV-DQS7701-P6V1 / 2x4GB / SSD64GB numbers of visitors. Cinemas need to provide first class entertainment and Display (L), 55”, 9x NEC-60003632 MultiSync X554UN a lively atmosphere, and it is apparent PC with 9 x DVI / i7-4820K Player, 1x AXV-AV-AX7910-P6V2 that it is essential a visit to the cinema 3.7GHz / 3xV4900 / 16GB Experience Wall becomes an eventful programme that videowalls Display (L), 46”, 4x NEC-60003790 MultiSync X464UN-2 fills a whole evening. The consortium PC with 4 x Output / i7-4820K Player, 1x AXV-AV-AX7910-P6V1 operates a website www.cinesuccess. 3.7GHz / 2xV4900 / 16GB com, which is well worth investigating, Display (L), 14”, 3x Mobile VideoWall (not NEC) Cash register but, as an engineer primarily interested NUC i5-3427U 1.80GHz, HD 4000 in the technology, I couldn’t help screens Player, 2x AXV-AV-DQS7701-P6V1 / 2x4GB / SSD64GB learning a key lesson from Lou and his Display (P), 32”, 3x NEC-60003630 MultiSync V323 (V2) colleagues. They told me that investing Popcorn displays NUC i5-3427U 1.80GHz, HD 4000 in sophisticated display solutions for Player, 2x AXV-AV-DQS7701-P6V1 / 2x4GB / SSD64GB cinemas results in increased ticket Display (P), 46”, 2x NEC-60003394 MultiSync V463 sales — and, because visitors remain Food Court in the cinema complex for longer, there NUC i5-3427U 1.80GHz, HD 4000 Cashiers Player, 2x AXV-AV-DQS7701-P6V1 are increased advertising revenues and / 2x4GB / SSD64GB increased sales of beverages and food. Display (L), 46”, 16x NEC-60003394 MultiSync V463 Film/Promo/ They have the figures to prove it. PC with 9 x DVI / i7-4820K Wayfinding signage Player, 2x AXV-AV-AX7910-P6V2 3.7GHz / 2xV7900 / 16GB Display (L), 46”, 7x NEC-60003394 MultiSync V463 Linger, longer: keeping the audience within the cinema for longer increases revenues Menu Board PC i7 / i7-4820K 3.7GHz / 2x Player, 1x AXV-AV-AX7910-P6V3 W600 / 4 x 4GB Display (P), 65”, 2x NEC-60003395 MultiSync V652 Film Promo - movie NUC i5-3427U 1.80GHz, HD 4000 posters Player, 2x AXV-AV-DQS7700-P6V2 / 2x4GB / SSD64GB Display (L), 46”, 2x NEC-60003790 MultiSync X464UN-2 Film Promo - music NUC i5-3427U 1.80GHz, HD 4000 video screens Player, 1x AXV-AV-DQS7700-P6V2 / 2x4GB / SSD64GB Display (L), 80”, 1x NEC-60003482 MultiSync V801 Themed Bar NUC i5-3427U 1.80GHz, HD 4000 Area Film posters Player, 1x AXV-AV-DQS7700-P6V2 / 2x4GB / SSD64GB Display (P), 65”, 1x NEC-60003631 MultiSync V652 Display (P), 55”, 1x NEC-60003396 MultiSync V552 Display (P), 46”, 1x NEC-60003394 MultiSync V463 Display (P), 42”, 1x NEC-60003397 MultiSync V423 Basement Area Display (P), 40”, 1x NEC-60003327 MultiSync X401S screen collage Display (P), 32”, 1x NEC-60003630 MultiSync V323 (V2) Display (L), 27”, 1x NEC-60003489 MultiSync PA272W black-black NEC-60003489 MultiSync PA272W black-black Player, 1x PC with 4x Output / i7-4820K Player, 1x AXV-AV-AX7910-P6V1 PC with 4x Output / i7-4820K AXV-AV-AX7910-P6V1 3.7GHz/2xV4900/16GB 3.7GHz/2xV4900/16GB

CINEMA TECHNOLOGY | SEPTEMBER 2015 www.cinematechnologymagazine.com

CT_SEP15_031.indd 34 17/08/2015 22:44

The Immersive Experience K \K\Z E`Zxc`Eefmxk`FejK Xk I\Xccp[IxnK \Xl[`\Ez\J`E

The Immersive Experience K \K\Z E`Zxc`Eefmxk`FejK Xk I\Xccp[IxnK \Xl[`\Ez\J`E