Digital cinema leader Barco proudly announces that its Lobby Experience installation at Regal L.A. LIVE: A Barco Innovation Center in Los Angeles, California, won a DailyDOOH Award in the category ‘Best Stadium/Office Building/Corporate/Hotel, Hospitality or Leisure Install’.
With the award, which was presented during a black-tie gala at the London Banqueting House last night, DailyDOOH 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 US 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, which the Daily DOOH jury applauded for its ‘innovative approach’.
Driving customer engagement and revenues
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.
Thanks to its strong relationships with movie studios and third-party hardware providers, Barco is the only digital lobby signage provider to offer an end-to-end cinema lobby solution. Its Lobby Experience portfolio includes all requisite hardware, software, and content creation and management services, and can be fully integrated with POS and other corporate platforms. And, most importantly, it sources movie assets directly from studios. This means that exhibitors can rely fully on Barco to create an interactive, engaging cinema lobby and even raise revenues, without the least effort on their part.
“We have had a phenomenal response from our guests, who are truly amazed and awed by the Barco Lobby Experience,” comments Shelby Russell, Vice President, Marketing for AEG & 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.”
The future of cinema
“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, VP 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!”
A full-scale demonstration project of the Barco Lobby Experience is available for tours at the Regal L.A. LIVE theater.
DailyDOOH is a blog on Digital Out-of-Home solutions, put together by a dedicated team of journalists and industry experts. More than writing the blog, the team performs industry analysis, market research, commercial and technical due diligence, product design, software reviews, etc. In 2012, they introduced the DailyDOOH Gala Awards to acknowledge outstanding DOOH projects.