In a major step forward from the traditional preshow slide show, Cineplex Galaxy, headquartered in Toronto, Canada, and a leading exhibitor of motion pictures in the entertainment industry has launched their new, customized digital system.
The pre-show network enables theatres to project high-quality multimedia presentations encompassing a combination of entertainment, advertising and promotional messages prior to the beginning of each feature film. A total of 215 screens in 21 theatres located in the Toronto market will feature this new technology, marketed under the name “Reel Entertainment,” and will play for approximately 20 minutes prior to the lights going out for the feature film presentations.
The same technology will also be used to expand the network of digital projectors now in place from 23 to 228, thus enabling the expansion of pay-per-view events such as WWE, sporting events and concerts, as well as the ability to offer corporations the option to rent the theatres for product launches, educational programs, seminars and expanded meeting capabilities.
Content will be sent electronically to each theatre and will then be stored on servers for playback in each auditorium. As part of the agreement, Kodak (a partner in the venture) is providing Cineplex Galaxy with all service and support necessary to schedule, prepare and deliver pre-show, in addition to remotely monitoring the systems.
Christie clarity and quality star in Galaxy's digital preshow
Cineplex Galaxy partnered with Christie to develop a fully automated system. In Phase One, 215 projectors have been purchased and will include a combination of Christie LW25 and Christie LW40 LCD projectors. Christie's LCD projectors, known for their unsurpassed image clarity and high-quality resolution, can project images from a multitude of sources including: digital satellites, computer sources and other commonly used formats.
“The digital pre-show network enhances the level of entertainment we offer to our guests,” explains Pat Marshall, Vice-President Communications and Investor Relations for Cineplex Galaxy, adding, “it will provide our advertising clients with greater flexibility, efficiency and creativity in the way they deliver their marketing messages.”
New digital network reduces cost, increase benefits
For marketers, the network means reduced production costs, increased flexibility and creativity, improved image quality and much larger images versus the limited versatility of the slide program previously in place. “The network will also offer the ability to target consumers on a regional basis in addition to targeting them against a specific film genre” Marshall explains. “Advertisers now have available an exciting new medium that is far more dynamic and flexible than ever before” he adds. Based on the initial program’s success, Phase Two could see the network expand by 400 additional screens across the country by the end of the year.