Press release

Allure, A Christie Company, Partners with Coca-Cola to Deploy Breakthrough In-Theatre Innovation Centers at Three Locations in China

Atlanta, GA. (January 12, 2017)Allure​, A Christie Company (Allure), and leader in activating brands, environments, and experiences digitally, recently completed deployments in Beijing, Shanghai, and Guangzhou which feature immersive and engaging digital signage within Coca-Cola’s new Cin​ema Innovation Centers. These deployments are focused on the new Coca-Cola Phoenix – an exciting new touch screen fountain machine that is much like its US counterpart, Coca-Cola’s revolutionary Freestyle fountain beverage system.

This revolutionary concept, which offers more than twenty-five beverage choices all at the guest’s fingertips, is enhanced with Allure digital display merchandisers to help captivate, engage and entertain consumers with a never-before-seen Coca-Cola brand and product experience.

"The ability to create custom beverages by tapping on touch-screen displays, paired with Coca-Cola's unmatched quality provided by the new Phoenix machine, is the perfect addition to our customer’s movie theaters," said Brian Chau, General Manager, IC Channel, Coca-Cola China. He added, "Today's audiences are digitally connected. When movie-goers visit the theaters, the presence of truly engaging digital signage solutions captivate and enhance their experience. This touchpoint helps us customize their beverage and theatre experience in new and differentiated ways.”

This first-phase partnership and deployment for these in-theatre Coca-Cola Innovation Centers marks Coca-Cola’s entry into the entertainment sector in China. The Phoenix rollout also signifies Allure’s leadership role in orchestrating Coca-Cola’s unique appeal in movie theatre lobbies across Mainland China.

"Deployment of Allure dynamic digital signage solutions in China is an indication of our global commitment to the theatre industry," said Rodrick Glass EVP, Business Development for Allure. He added, “We will continue to bring innovative retail technology solutions to the theatre industry that enhance the movie-going experience and achieve key business objectives for our customers. This installation further strengthens our ongoing strategic relationship with The Coca-Cola Company."

About Coca-Cola China

Coca-Cola is one of the most well-known international brands in China, with a leading position in the soft drinks market. Since re-entering China in 1979, Coca-Cola has invested more than US$5 billion in the local market, including US$ 3 billion investments from 2009 to 2011. Coca-Cola has established a total of 43 plants in China. The Coca-Cola system employs more than 50,000 people, virtually 99 percent of whom are local hires. Coca-Cola and its bottlers have always been active corporate citizens in China, promoting sustainable environmental projects and development of local communities through education and cooperative public-private endeavors with a total contribution of over RMB 200 million in China. Coca-Cola is also the only corporation that has sponsored Special Olympics, Olympic Games, Paralympic Games, EXPO and Universiade in China.

About Allure, A Christie Company

Allure, A Christie Company, provides innovative engagement and transaction technologies, including the dynamic Christie Experiential Network, via its widely deployed visual communication and retail transaction software and services. Connecting brands and products with consumers at points of influence and purchase in a variety of retail environments, these intelligent and innovative solutions integrate analytics, exceptional creative, software, and hardware through business applications that deliver engaging data-driven experiences and achieve desired outcomes.

About Christie

Christie Digital Systems USA, Inc. is a global visual technologies company and is a wholly-owned subsidiary of Ushio, Inc., Japan, (JP:6925). Consistently setting the standards by being the first to market some of the world’s most advanced projectors and complete system displays, Christie is recognized as one of the most innovative visual technology companies in the world. From retail displays to Hollywood, mission critical command centers to classrooms and training simulators, Christie display solutions and projectors capture the attention of audiences around the world with dynamic and stunning images. Visit for more information.

“Allure”, “Christie”, and the “Christie Experiential Network” are trademarks of Christie Digital Systems USA, Inc., registered in the United States of America and certain other countries. Other company and product names may be trademarks or trade names of their respective owners.