Barco is partnering with cinema integrator Cine Brasil to drive customer engagement and revenue opportunities in today’s movie theaters with its Barco Lobby Experience. Described as “the show before the show,” the customizable solution brings the box office, concessions and lobby area to life with a collection of bold, interactive visualization technologies.
Barco and Cine Brasil have enjoyed a long, successful relationship, collaborating on numerous digital cinema conversions and new deployments in South America. Now, they will jointly market and support the Barco Lobby Experience, demonstrating how this innovative solution can transform theaters into modern, visually spectacular entertainment venues.
The Barco Lobby Experience offers scalable solutions ranging from a simple digital concession board, to interactive movie posters with POS capabilities, to animated box office signage, to a networked array of synchronized video walls featuring the latest movie trailers, called Lobby Domination. Dynamic lighting solutions and high-impact audio can be added to amplify this visceral, enveloping experience.
“Once again, Barco is leading the way in digitizing the cinema with innovative solutions that maximize the entertainment value for customers,” said Claudinei Mascaro, owner of Cine Brasil. “We see the lobby as a new frontier, captivating audiences with a unique experience, while building opportunities for new revenue streams.”
A key component of CinemaBarco, the Lobby Experience is unique in its ability to engage, entertain, inform and most importantly, motivate customers to purchase advance tickets or order movie merchandise. Mobile phones are a key element in the Lobby Experience equation, enabling real-time interaction between customers and the displays to drive engagement and purchases, as well as extend branding opportunities through social media.
Another important revenue opportunity of the Barco Lobby Experience is to empower unique and compelling advertising opportunities. The solution not only enables exhibitors to broadcast theater promotions, but also studio content and third-party advertising of food and beverage, consumer products and for other retailers.
“We are delighted that Cine Brasil is joining Barco’s global campaign to create a new paradigm in cinema entertainment based on engaging with customers the moment they walk through the door,” said Jim Molony, director of strategic partnerships. “Cine Brasil’s AV expertise and strong exhibitor relationships will be a tremendous asset to rolling out the Lobby Experience in Brazil, and we look forward to continued growth and mutual success.”