Barco’s Lobby Experience installation at Regal L.A. Live: A Barco Innovation Center in Los Angeles, California, won a DailyDOOH (digital out of home) Award in the category Best Stadium/Office Building/Corporate/Hotel, Hospitality or Leisure Install. The award, which was presented during a black-tie gala at the London Banqueting House last night, recognizes Barco’s commitment to taking the cinema experience to the next level from the moment moviegoers enter the theater.
In early 2016, Barco closed a multi-year strategic partnership with AEG, the world’s leading sports and live entertainment company and U.S. cinema exhibitor Regal. Their objective: transform Regal L.A. Live, Regal’s 14-screen flagship theater in downtown Los Angeles, into the world’s most technologically-advanced movie theater. Regal L.A. Live: A Barco Innovation Center, which was inaugurated in April 2016, now features the latest in Barco cinema technology, including Barco’s Flagship Laser projectors, Barco’s Laser Phosphor projectors, Barco Escape, Barco’s Auro immersive sound system and the Barco Lobby Experience. The Daily DOOH jury applauded the lobby experience for its innovative approach.
The Barco Lobby Experience utilizes a combination of large format video walls and feature screens, dynamic movie posters, synchronized feature film promotional content on flat-screen monitors, and light and sound to turn the cinema lobby and concourse area at Regal L.A. Live into an immersive storytelling environment. Back-end analytics provide customer interactivity data, enabling Regal L.A. Live to adapt content in order to deliver the most effective messages – and, consequently, boost revenues.
“We have had a phenomenal response from our guests, who are truly amazed and awed by the Barco Lobby Experience,” said Shelby Russell, vice president, marketing for AEG and L.A. Live. “We see tremendous potential for increasing ticket sales and engaging patrons while creating a new entertainment experience that the cinemagoers can’t get anywhere else.”
“Regal L.A. Live: A Barco Innovation Center exemplifies our vision for modern movie complexes to offer premium, differentiated cinema experiences. This technological playground is our commitment to the future of cinema,” Greg Patrick, vice president digital cinema - lobby at Barco said upon receiving the award. “The DailyDOOH Award is, therefore, a true recognition of our expertise. We are delighted that the professional DailyDOOH jury acknowledges our efforts and confirms that the Barco Lobby Experience is truly innovative – and a great way for exhibitors to captivate their audience.”