As audiences enter the theater lobby at Les Cinemas Guzzo’s Mega Plex Marché Central 18 in Montreal, they are greeted by two stunning Christie® MicroTiles® arrays — one configured in a 6-unit high by 11-unit wide archway, and the other centered just past the archway in a 3-unit wide by 6-unit high array. Displaying creative content by Arsenal Media and installed by integrator Genesis Integration, Inc., management says the displays are “literally stopping moviegoers in their tracks.” Long enough to smell — and buy — the popcorn!
Les Cinémas Guzzo (“Guzzo”) is one of Canada’s leading independent chains and the largest privately owned cinema chain in Quebec, with more than 151 screens in 12 theater complexes. In November 2011, Les Cinémas Guzzo (“Guzzo”) announced that all its screens, support and services were being converted to digital with Christie. The contract includes Christie Managed Services supporting the sourcing, integrating and validating the hardware that enables Christie Managed Services to remotely monitor and manage the signage.
In line with these extensive upgrades, Cinemas Guzzo wanted to expand the 3D cinematic experience beyond the screen and into the theater lobby in order to capture customers’ attention before they even enter the auditorium. They were also looking for more “show-stopping” in-lobby digital signage that was engaging, entertaining and memorable while serving as an additional revenue generator. The challenge was finding a solution that worked flawlessly within the desired configurations and in the available space while creating the effect Guzzo was looking for — keeping audiences in the theater longer and thus generating additional revenue through the sale of movie tickets and concession items.