Located in the world's first Garden City in Hertfordshire, U.K., Letchworth's Broadway Cinema decided to embrace greener communications using a digital signage solution provided by multimedia company Review Systems and run by Dynamax's cloud-based digital signage software.
The cinema uses three displays located in its lobby to advertise ticket prices, upcoming movies and opening times intermixed with third-party advertisements of local businesses, scheduled and played in digitalsignage.NET. The content is created by Review Systems that also manages its delivery to the screens.
A screen in the Perth Playhouse Cinema.
The company has been using Dynamax's application since the beginning of 2012 to control its nationwide advertising network that includes garden centers and motor dealerships across the U.K.
"After using digitalsignage.NET for the last 12 months, we have found it to be the right content management solution for us, easy to install and use," said Jonathan Brown, managing director at Review Systems. "The ability to schedule and play high-definition content was a must for our applications and it delivers on all levels."
digitalsignage.NET is also used to power a digital signage display in the 80-year-old seven-screen Playhouse Cinema in Perth, Scotland.
"I think cinemas have a particular advantage when it comes to advertising," Brown said. "They attract a large number of people on a regular basis that many other local businesses want to reach — think solicitors, colleges, restaurants, etc. So selling advertising space on their screens isn't just a natural decision for them but also a much easier move to make."
And in this case, it's all for a good cause.
The Letchworth Garden City Heritage Foundation, Broadway Cinema's owner, reinvests all the money generated through advertising and through the sale of cinema tickets back into the Garden City's community and landscape.
"It's good to see digital signage used for a noble purpose," Howard Smith, founding director of Dynamax. "The Letchworth Foundation is the second charity in our portfolio of users that utilizes the technology to generate money for their cause. This only comes to prove the versatility of digital signage in general, and of digitalsignage.NET in particular which can support single screen deployments as well as nationwide advertising networks like Review Systems'."
The other charity using digitalsignage.NET for its businesses is British animal welfare organization Blue Cross.
Digital information displays in Letchworth Broadway Cinema are powered by digitalsignage.NET and managed by Review Systems.