Known for their award-winning historic and contemporary theatre locations, Landmark Theatres is the largest theatre chain dedicated to showcasing and marketing independent films nationwide. Originally founded in 1974, Landmark now encompasses 53 theatres in 27 markets, including the new Landmark at 57 West in New York City. Designed as a shining example of the Landmark commitment, the theatre group wanted a large video display to attract the attention of those passing by, and they did so with the assistance of Dallas-based Reflect using a FLEXLite II LED video display from PixelFLEX™.
“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,” began 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 video not only would it be brighter, but it would also be a much more maintenance-free experience.”
FLEXLite II LED from PixelFLEX™ is an economical and dynamic solution which provides both indoor and outdoor solutions ideal for any commercial environment. With its bright, dense display and high refresh rate, FLEXLite tiles are calibrated directly out of the box to ensure perfect color and brightness. Available in 2.6mm-6.25mm pixel pitch options, the easy access back panels allow for simple on-site repairs without the hassle of removing the entire back of a tile.
Thornhill continued, “In the physical design, they 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. 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.”
As the team got to work completing the installation, the finished FLEXLite II LED video display measured approximately 3-meters wide and 6-meters high. Now focused on the controls for the system, the wiring for power and data were included into the Reflect design specification, which would also provide simple, web-based updating for the visual content.
“For control, we installed a ReflectView media player and a PixelFLEX SU401 sending unit in an IDF rack approximately 100-feet away,” added Thornhill. “The electrician then ran all the power and Cat6 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 theatre, the cloud-based ReflectView system allows the content to be pushed to the theatre from an outside location so the staff does not have to worry about updating onsite.”
With all construction and installation projects now finalized, the Landmark at 57 West opened its doors to the new state-of-the-art, eight-screen movie theater located in Manhattan’s Far West Side. Ready for eager movie-goers who were excited to enjoy the latest Landmark Theatre experience, Thornhill knew the FLEXLite II LED video display would not disappoint.
“We are currently running the system at about 65% brightness and getting somewhere in the neighborhood of 1600-1800 NITs, which makes the screen easily visible during the day, and at night, it lights up the whole street,” concluded Thornhill. “In a new construction project, the LED video screen was one of the last elements to go in, and we had the full install complete in only two days, which they greatly appreciated. Early on in the process, we brought the Landmark Theatre team over to our office to show them the power, performance, and reliability of an PixelFLEX LED video display, and once they saw its numerous advantages, they were absolutely sold.”
An American-based LED manufacturer, PixelFLEX™ offers creative solutions, reliable products, and dependable service for our industry-leading LED display technologies and solutions. Driven towards excellence to meet your standards, PixelFLEX™ offers a one-of-a-kind design for your tour, event or installation through our award-winning line of LED video walls and video screens. Working with architects, designers, engineers and consultants, PixelFLEX™ is proud to develop custom LED solutions for each and every customer while also providing top-tier customer support throughout the entire experience. For more information on the complete line of PixelFLEX™ LED video walls and video screens, visit PixelFLEX™ at pixelflexled.com, follow us on Twitter at @pixelflexled or find us on Facebook, Instagram or LinkedIn.