Digital cinema projector company Barco partnered with cinema service company Bardan Cinema to roll-out “Barco Lobby Experience” in the Southeast U.S., Latin America and the Caribbean. The Barco Lobby Experience is a collection of visualization technologies that bring the box office, concessions and lobby area to life, which offers solutions ranging from a simple digital concession board, to interactive movie posters with POS capabilities, to animated box office signage, to a networked array of synchronized video walls. Mobile phones are a key element in this experience, enabling interaction between customers and the displays to drive engagement and purchases. Advertising is also another revenue-driven opportunity in this lobby experience.
The lobby experience represents the extension of digital cinema into the operations of the cinema, and the integration of the IT backbone in the cinema. From inside the screening rooms to the outside leisure area, it is another opportunity for digital cinema companies to expand their business, especially when the digital conversion nearly reached the end (digital penetration at H1 2015 is approximately 92%). For exhibitors, it is also a great potential area to maximise their profit via advertising and advance tickets booking or order movie merchandise. The new innovation will be another unique element in the cinema, which could further differentiate cinema experience from home-theatre.
Barco is not the only digital cinema company working in this area. Christie and NEC also have their own display solutions targeting the lobby experience.