Christie has signed an exclusive deal with National Amusements to deliver digital in-theatre advertising and promotional content through its Christie Experiential Networks (CEN) displays in theatre lobbies throughout the exhibition leader’s U.S. circuit. The agreement is the latest in CEN’s expansion across North America.
Christie already dominates the digital cinema projection market with more than 50,000 installations worldwide. The company is also a player in premium cinema sound with Christie Vive Audio, while its Network Operations Center monitors more than 32,000 devices, including nearly 4,000 digital cinema screens and 4,700 screens of on-screen advertising.
CEN’s agreement with National Amusements significantly increases its footprint in top DMAs in the Northeast. 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, Mich., will work closely with National Amusements to integrate its 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 foot high by 14 foot wide herringbone pattern. The displays will demonstrate Christie’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.
“Selecting the Christie Experiential Network for National Amusements’ U.S. theatres emphasizes our commitment to lead the exhibition industry with the newest technological advancements,” said Shawn Sullivan, vice president U.S. and international business and legal affairs, National Amusements. “Digital technology has launched a revolution in the entertainment industry and, with this solution, we will introduce a whole new level of customer engagement that will further enhance the guest experience in our state-of-the-art cinema spaces.”
National Amusements has a long history of leadership and innovation in the exhibition industry. It has been a first-mover in technology and cutting edge entertainment experiences, from leading the installation of 3D and immersive audio, to developing full-service dine-in, luxury concepts. Most recently, National Amusements became the only cinema on the East Coast to feature MX4D® Motion EFX technology. Additionally, Showcase XPlus, its premium large format experience, has been rolled out in theatres across the U.S., U.K. and Brazil, and combines next generation Dolby Atmos® sound, wall-to-wall screens, advanced digital projection and fully-reclining reserved seating. The company’s U.S. operations include theatres in Connecticut, Massachusetts, New Jersey, New York, Rhode Island, and Ohio.
“Today’s tech-savvy audience demands the complete entertainment package, from the moment they step inside the lobby to the closing credits of their favorite movie,” said Kevin Romano, executive vice president, Allure, a Christie Company. “Few exhibitors understand this better than National Amusements, whose agreement with CEN is part of their commitment to provide their audiences with an unforgettable movie-going experience.”
The Christie Experiential Network draws upon Christie’s more than 85 years of experience in the exhibition industry to create the first fully-integrated, dynamic and immersive digital out-of-home network that connects brands and studios with today’s sophisticated consumers. CEN can help advertisers increase their reach and engage consumers. Exhibitors can expand upon existing networks or install new signage to generate incremental revenues. Christie manages all aspects of the network including sales, content creation, interactive programming, deployment, nationwide monitoring, and maintenance.