Christie Experiential Network, Allure Ink Deal With Southern Theatres
Allure and its Christie Experiential Network (CEN), leaders in creating engaging experiential Digital Out-of-Home (DOOH) solutions, has signed a deal with Southern Theatres to deliver digital in-theatre advertising and promotional content through its interactive and experiential digital displays in theatre lobbies. The deal further expands Southern Theatres’ multiyear partnership with Allure and CEN for digital signage services.
CEN’s agreement with Southern Theatres increases its footprint in top DMAs in the Southeast. Christie, which won “Best Overall Retail or Mall Experience” at the Daily DOOH 2015 Gala Awards for its installation at the Emagine Palladium theatre lobby in Birmingham, MI, will work closely with Southern Theatres to integrate its studio and institutional ad-based network into the exhibitor’s visually striking theatre lobbies. These installations will feature interactive and 3D content delivered on brilliant, animated Digital Posters and Experiential Displays, ranging from stand-alone units to award winning Hero Walls with digital panels arranged in an 8-foot high by 14-foot wide herringbone pattern.
The displays will demonstrate Allure and its Christie Experiential Network’s proven expertise in delivering sophisticated, highly effective advertising campaigns using the latest innovations in digital technology to engage with theatre audiences and enhance exhibitors’ competitive advantage and revenue streams.
Allure has significant digital signage theatre deployments across much of the United States as well as in China and other international markets in addition to Christie’s domination of the digital cinema projection market with more than 50,000 installations worldwide. The company is also a player in premium cinema sound with Christie Vive Audio, while its Network Operations Centers monitors more than 60,000 devices. These include thousands of digital menu boards and movie posters, merchandisers, digital box office and auditorium displays, as well as nearly 4,000 digital cinema screens and 4,700 screens offering on-screen digital advertising solutions.
“We are excited about this partnership and the opportunities it brings to all involved,” says Ron Krueger, President and COO of Southern Theatres. “Providing more engaging, memorable and responsive experiences to our guests is a top priority. Allure and CEN enable us to continue to innovate and offer exciting new ways to enjoy the movies in our theatre environments.”
“As today’s tech-savvy millennial audiences increasingly expect more engaging and personalized entertainment experiences, the challenge is to deliver them in fully integrated, thoughtful and innovative ways; from the moment they step inside the lobby to the closing credits of their favorite movie,” adds Kevin Romano, executive vice president of Global Media at Allure. “As evidenced by our recent announcement regarding integrating ThinAire’s Internet of Things technology into our Experiential Media Network, we are creating a platform for theatres, studios and advertisers to better engage and relate to consumers through immersive place-based and mobile technology. We are pleased to partner with the Southern Theatres organization and look forward to our collaboration.”
Allure and its Christie Experiential Network (CEN) draw upon Christie’s more than 85 years of experience in the exhibition industry as well as Allure’s extensive portfolio and experience with digital signage theatre deployments in offering the world’s first fully-integrated, dynamic and immersive digital out-of-home network that connects brands and studios with today’s sophisticated consumers. CEN can help advertisers increase their reach, engage consumers and drive response, all with measurable and attributable results. Exhibitors can expand upon existing networks or install new signage to generate incremental revenues. The experiential network team manages all aspects of the network including sales, content creation, interactive programming, deployment, nationwide monitoring, and maintenance.