CASE STUDY: Landmark at 57 West, New York

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The new Landmark at 57 West in New York City is one of 53 theaters from the Landmark Theatres chain, which showcase and market independent films nationwide. Looking for a large video display to attract the attention of those passing by, they enlisted the assistance of Dallas-based Reflect.

“We have worked with the Landmark Theatre group for a number of years now, but this was the first time they would be using LED video,” said Chas Thornhill, CTS, Reflect’s senior systems engineer. “The original design was specified as an LCD video wall, but with the size of the display, and the fact that it would be competing with ambient sunlight, we convinced them that it would be best to go with LED. Additionally, the height above the ground would make an LCD option difficult to maintain, so with the FLEXLite II LED from PixelFLEX, video not only would it be brighter, but it would also be a much more maintenance-free experience.”

The theater wanted to set the video display back from the lobby window about 48 inches, because anything closer would be considered an outdoor sign and require additional permitting.

“In doing so, there was no physical wall to mount the LED screen onto, so we designed a truss system that would be mounted between two concrete columns,” Thornhill said. “Once we had the design completed, we sent the specs to the architect who dropped them into their revised drawings. Then after the general contractor mounted the truss system, we came in and were able to quickly assemble the LED wall in between the truss pieces.” The finished FLEXLite II LED video display measures approximately 3 meters wide and 6 meters high.

“For control, we installed a ReflectView media player and a PixelFLEX SU401 sending unit in an IDF rack approximately 100 feet away,” Thornhill said. “The electrician then ran all the power and Cat-6 cable we specified from the IDF to the display. Since the display will be used for the promotion of upcoming movies and other internal campaigns for the theater, the cloud-based ReflectView system allows the content to be pushed to the theater from an outside location, so the staff does not have to worry about updating onsite.”

The system is currently being run at about 65 percent, Thornill explains. “It makes the screen easily visible during the day, and at night, it lights up the whole street,” he said. “Early on in the process, we brought the Landmark Theatre team over to our office to show them the power, performance, and reliability of a PixelFLEX LED video display, and once they saw its numerous advantages, they were absolutely sold.”



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