Digital signage at Reel Cinema, Chorley
The digital signage at Reel Cinema, Chorley

Reel Cinemas’ plan to move the brand to ‘the next level’ is well underway with the opening of its third new-style multiplex, which is designed to offer a more modern and immersive experience for customers.

The Rochdale cinema is the third to showcase Reel’s new look. It was developed in partnership with digital signage consultancy Saturn Visual Solutions to promote the business’s offerings to customers more effectively, and to offer a more tailored experience.

The digital signage project for the Rochdale multiplex saw Saturn creating bespoke touchscreen ticket machines in line with the new brand standard. The consultancy has also installed 19 digital posters to show movie trailers and display promotions, 12 synchronised screens over the food and beverage counters, and two in the foyer displaying film times. Saturn will now create and manage the content shown on the digital signage screens across Reel’s operation.

Muhammad Faisal, Head of Operations at Reel Cinemas, “Although we’re not the market’s biggest operator, we have big plans and very high standards. Our aim has always been to offer our customers a great experience at affordable prices. We wanted to improve what we were offering and make it feel more personalised and luxurious.

“Saturn has worked with us to get as much value out of our digital communications budget as possible and the result is very impressive. We can now optimise the cinema-going experience for our different customer demographics using digital signage. The team has also helped us to create some new features that are uniquely ours and will really improve our brand experience.”

As part of its reinvention project, Reel Cinemas has opened three new sites in the North of England – one in Wakefield, one in Chorley and the other in Rochdale – with another scheduled for launch in the autumn in Blackburn. The company is also rolling out an improvement program across all its existing sites.

Chris Welsh, CEO of Saturn Visual Solutions, said: “We work with most of the UK’s cinema chains and are constantly innovating and looking at ideas for how we can combine data, automation and high quality digital content to upgrade the cinema-going experience, and drive up our clients’ profitability.

“We’re looking at a range of ideas including how cinemas can use digital signage to track which trailers are most effective in increasing sales – data which could then be sold back to movie producers in Hollywood.”

Saturn Visual Solutions is working with working with nine of the UK’s cinema operators and manages the digital signage in over 250 multiplexes.