Technology impacts almost every aspect of business at the 22 venues that Showcase Cinemas operates in Massachusetts, New York, Ohio, and Rhode Island. This includes optimized ticket sales via the company’s free smartphone app, e-ticketing, contactless payments, the online pre-ordering of food and drinks via its Xpress Pickup service, as well as a wide range of perks and services via its choice of membership and loyalty reward programs.
The digital signage capabilities at Showcase Cinemas were however proving increasingly difficult due to the capabilities of its existing network of displays – which included a range of different manufacturers – creating inconsistencies and obstacles.
Showcase Cinemas realized it needed a complete overhaul of its existing display network in all 22 of its US movie theaters. Its ambitions included a new fleet of high-impact and fully customizable digital signage and videowall displays for its busy lobby areas, with each capable of displaying crystal clear content in any lighting condition.
Transforming lobbies into hives of digital activity, displays would be used to provide a range of different functions (either collectively or standalone), consistent in all locations, such as the promotion of movies including trailers, marketing its membership and loyalty programs (including its Starpass and Popcorn Club), and to drive sales to its main refreshment kiosks.
The company turned to Atlanta-based Deel Media, a leading digital signage specialist, with extensive experience in delivering turnkey solutions to movie theatres – tasked with replacing its aging and outdated display network, to transform the visual experience for movie-goers. This included delivering additional and consistent communications across all locations, while creating new revenue opportunities.
Philips X-Line and D-Line displays were selected, in part, due to their flexibility and versatility to conform to almost any environment, thanks to their high-impact 4K screen, ensuring solid performance in any light condition, including direct sunlight. The Philips displays were configured and tailored to suit each unique theatre design and environment using Deel Media’s proprietary carbon content management system, providing extensive control, management and creation capabilities, managed either on-site or from a central location for the first time.
Strategically positioned in the lobby, with each providing a specific function, the displays have transformed the theatres into a scene of digital activity, with a constant, wide, and varied feed of digital content and information to visitors.
With their experience beginning as soon as they enter the venue, visitors are immediately exposed to the full box office menu, detailing all movies being shown that day, including show times.
The centerpiece of each location – and a vital component to drive additional revenues – are the main food concession kiosks, which now feature an elevated and unmissable line of connected Philips D-Line displays, stretching the full width of the purchasing areas.
Here, Deel Media designed all the content to offer an ever-changing digital menu board, showcasing mouthwatering visuals (including for specific brands, such as Starbucks and Edy’s), together with pricing, calories, and deals on all available refreshments, such as hot dogs, nachos, drinks, popcorn, candy floss, and chocolates.
Philips Signage D-line and Videowall X-Line displays, together with Deel Media’s platform, also provide opportunities for regular lobby takeovers with all displays synchronized to show specific, impossible-to-ignore content simultaneously. Examples of use-to-date include promotions of the latest food combos, seasonal events, and other special gatherings. Despite a tight deadline, the project was completed across all movie theatres on time earlier this year, and has been hailed as a complete success, with all challenges overcome and ambitions met.