The UK’s largest cinema chain, ODEON, was transforming their Birmingham Broadway Plaza location into a ‘Luxe’ site.
They wanted to wow customers in every area of the upgraded site to differentiate ODEON from other cinema brands operating in the area. ODEON also wanted to make the most of the footfall passing the site.
ODEON had specified that the cinema foyer was to have a central video wall that would promote the unique elements of the Luxe experience and forthcoming film releases. Due to the size of the area, we installed a large (6 x 3m) LED walls with a three-zone audio system to ensure that picture and sound quality was excellent throughout the foyer area.
On the main concourses, we suggested installing recessed digital poster cases, which sit flush against the wall, making corridors look streamlined and avoiding the likelihood of screens being brushed against and damaged in busy periods.
In the food service areas, we installed digital menu boards above counters to draw attention to the food/drink offerings and promotions as effectively as possible. We synchronised the screens so they were capable as acting as one large canvas, creating an impressive visual impact.
At the entrance of the multiplex were large floor to ceiling windows so we created ODEON-branded enclosures to differentiate the Luxe from the standard ODEON cinemas. The bespoke Luxe enclosures featured backlit led branding and were coupled with high bright screens so that they could show promotional information and trailers and be visible even in sunny weather.
Luxe cinemas have been very popular and the trademark look and feel we helped to create continues to be rolled out for each new Luxe multiplexes around the UK.
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