Christie has announced the launch of its new media initiative, Christie Experiential Networks (CEN). Based on the theme “From the Street to the Screens™,” the network features unique digital destinations such as the Christie double-sided digital standee, the experiential video wall and the hero screen; some of which will be introduced during ShowEast, Oct. 27-30, in Hollywood, Florida.
“Christie was at the forefront leading the conversion of film to digital projection, and we are today the first to deploy a refined experiential strategy that will transform the way exhibitors, brands, agencies and studios connect with moviegoers across the country,” said Kevin Romano, senior director, Global Media, at Christie. “From projection mapping to mobile, to augmented reality and gesture interactions, we are committed to delivering superior, content-driven experiences for the cinema industry.”
With this new initiative, Christie becomes a network operator that supplies technologies and digital content to exhibitors’ lobbies. Christie provides standard track installations at no cost to the exhibitor and can also provide personalized concepts for a competitive investment. CEN’s team of media specialists will manage advertising sales, in a revenue-share model with the exhibitors.
From a brand and studio perspective, Christie’s new CEN provides access to a large-scale network of refined, multi-platform digital experiences for the consumer. Technologies and content strategy will, for example, enable studios to transform a trailer into a 4K gesture experience; or brands to create an interactive experience from an app, such as a 30-second ad or a static poster. Then the experience can be distributed on a national scale in top designated market areas. A variety of experience options are available for brands and studios.
CEN’s mission is to create new revenue streams for exhibitors, deliver refined media opportunities for brands and studios, and offer high-impact digital experiences for the consumer. Denys Lavigne, senior director, Experience Strategy and Creative Services, at Christie, stated, “It is time that exhibitor lobby spaces become a legitimate part of the cinema experience and growth strategy for the industry. Experiential is growing everywhere; brands and studios are embracing it, and consumers expect it. With similar experiential projects that we’ve created for other industries, we observed that when customers are engaged there is more dwell time, which means higher brand impact, and a better overall experience.”
CEN programming will also integrate promotional elements such as discounts, special promotions and giveaways. Romano added, “Guests who interact with the digital displays will gain a direct and immediate benefit that makes their experience that much better.” These opportunities extend to studios, product marketers, advertisers, and exhibitors, who will be showcased on the new network as well as on the legacy systems Christie plans to integrate as one high-impact digital media within the exhibitor environment.
