Barco, the worldwide market share leader in digital cinema projection, is once again driving cinema innovation with its “Barco Lobby Experience:” a collection of captivating visualization technologies that bring the box office, concessions and lobby area to life while monetizing this previously overlooked portion of the theater footprint. Leveraging its long-term partnership in digital projection, Barco has teamed up with Bardan Cinema, a full-service distributor and digital cinema integrator, to bring the solution to exhibitors in the southeastern United States, Latin America and the Caribbean.
Barco and Bardan Cinema have worked closely during the past decade on sales and implementation of digital projectors across Latin America. The companies are expanding their agreement to jointly market and support the Barco Lobby Experience, promoting the heightened value of putting on a “show before the show” in the cinema lobby so exhibitors can drive customer engagement and new revenue-generation opportunities.
“We are excited to grow our relationship with Barco after many years of successful collaboration in digital cinema deployments,” said Vilma Benitez, CEO of Bardan Cinema. “We believe the Barco Lobby Experience offers excellent potential for movie exhibitors to transform their theaters into modern, visually spectacular entertainment venues.”
High-impact, scalable solutions create new revenue opportunities
The Barco Lobby Experience offers scalable 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 featuring the latest movie trailers, called “Lobby Domination.” Dynamic lighting solutions and high-impact audio can be added to amplify this visceral, enveloping experience.
The Lobby Experience is unique in its ability to engage, entertain, inform and most importantly, motivate customers to purchase advance tickets or order movie merchandise. Mobile phones are a key element in the Lobby Experience equation, enabling real-time interaction between customers and the displays to drive engagement and purchases, as well as extend branding opportunities through social media.
Another important revenue opportunity of the Barco Lobby Experience is to empower unique and compelling advertising opportunities. The solution not only enables exhibitors to broadcast theater promotions, but also studio content and third-party advertising of food and beverage, consumer products and for other retailers.
Synergies for success
“Barco is pleased to extend our highly positive relationship with Bardan Cinema as we introduce these game-changing cinema lobby technologies to Latin America movie exhibitors,” comments Jim Molony, Director of Strategic Partnerships for Barco. “Bardan is a proven thought leader and tremendous asset to us, based on their local market knowledge and well-established customer relationships, and we look forward to a successful team endeavor.”
