Digital Signage has just gone to the movies. Well, it was only a matter of time before digital signage made it into the theaters’ menu boards. But, if the sales lift is significant enough, It would be well worth it to place multiple displays in such a high traffic location.
Beaver Solutions has provided a digital signage solution for a £30m cinema development.
It has installed 47x 42in Sanyo LCD screens in the new 12-screen Showcase Cinema De Lux (CDL), which opened on Friday May 16 within the Westfield Shopping Centre in Derby.
The sceeens are used to display content for the box office, concessions stands and movie posters throughout the cinema. They are mounted using Vogel brackets, in landscape and portrait positions and the RGB signal is delivered to the screens using structured cabling with Scion Pro9000 transmitters and recievers. The content is dynamic, interchangeable and independent on all 47 screens and six projectors, providing a flexible signage network.
The content for the screens is managed by Beaver Solutions using Scala InfoChannel 5, It has been produced in-house by Beaver Solutions, who worked closely with Showcase CDL to promote the brand using high definition videos of the concession products.
If you were to run the numbers on a signage system such as this, it may be fairly profitable. For instance, if the 47 screens give a sales increase of 2% or less, it would make the investment over the aggregate, due to economies of scale, much more inviting for the theater location. The difficult thing is determining if they WOULD in fact provide a sales lift. And if they do provide a sales lift, is it enough to warrant purchasing 47 flat screen LCD televisions. A Digital Signage ROI Calculator may help determine whether or not this would be the case. In addition, I’ve previously posted about digital signage ROI measurement with it’s relation to mobile devices.
Tags: Digital Signage, digital signage sales lift., mobile marketing, movie theater signage, roi
May 23rd, 2008 at 5:51 pm
It seems like this would be a great way to do some cross branding.
Do the theaters allow for other groups to come in and advertise on the signs? If they did, would that be effective?