Loews Movie Theaters Debut Programmable Ad Network18 Dec, 2001 By: Hive News
Digital advertising is going to the movies at more than 40 Loews Cineplex Entertainment movie theaters in major markets across the country.
The chain has installed AdSpace Networks' CoolSign displays in theaters in New York, Los Angeles, Chicago, Philadelphia, San Francisco, Boston, Dallas, Washington, D.C. and Seattle.
"CoolSign displays are a dramatic addition to our theaters and offer an entertaining vehicle to
deliver commercial messages to our patrons," said Loews e.v.p. Mike Norris.
AdSpace installed four to six displays per theater, each using a 50-inch diagonal gas plasma flat-panel screen. The displays are either wall-mounted or in freestanding kiosks and are scaled to create the impression of 4-foot high color posters with animation and full-motion video. Each advertisement is typically 15 seconds long and appears in a cycle of 10 to 12 advertisements, an AdSpace spokesperson says.
The system lets advertisers target movie audiences outside the auditoriums, where there is often a captive queued audience.Theater patrons thus see all the advertising messages at least once as they enter the theater, buy tickets, buy concessions and go to the movie of their choice.
The underlying technology controls, distributes and displays digital media so advertisers can change their messages, tailor them for specific regional or local markets and schedule them for specific dates and times. Charter advertisers include both national and regional advertisers such as Adelphi University, CBS, HotJobs, and Warner Bros., the spokesperson says.
The technology works with digital displays including digital projectors, gas plasma screens, video monitors and large-scale LED displays, the spokesperson says.