Digital signage in movie theaters is replacing static posters and message boards that are no longer making a great impact on moviegoers or employees.
It is a dynamic messaging solution that combines visuals with data, through dynamic content widgets, to display content in visually arresting graphics. Such content includes movie posters, ads, concession stand menu boards, ticketing info, seating info etc.
Theater managers can leverage digital signage in the following ways to get a great ROI:
Capitalize on the time customers spend waiting for tickets, snacks or for the movie to start by promoting current and future films, and other cinema specials. Display automated movie posters, show times and ratings, and incorporate scannable QR codes so customers can download movie trailers and other information easily and quickly.
Digital signage plays an important role in putting such promos and ads in front of the customers. Between 2014 and 2015 alone, ad blocking grew by 41%, costing advertisers nearly $22 billion. Brands are recognizing such shortcomings of traditional media, prompting them to invest in newer marketing technologies like digital out-of-home signage (DOOH), a medium that reaches real people to drive significant digital engagement.
Use social media widgets to create a digital social media wall that can be used to generate buzz around movies and events. Live feeds excite moviegoers who’ll be eager to add their own posts, tweets etc, often with geotags or #hashtags that highlight the theater.
Customers who are engaged in this manner are more valuable, delivering 3X the value to the brand than an average customer.
Social media also generates automated content. Moviegoers’ posts will fill the lobby signs with fresh content with little to no work from the manager.
Digital signage can display different content/media at the same time, giving businesses more digital real estate to add value to messages.
Theater managers who have become digital signage champions are taking advantage of this feature to retain customer interest in advertisements.
For instance, they are displaying news headlines or weather updates alongside specials from the concession stand or upcoming movie titles. Providing such helpful or useful information creates interest in the digital displays, drawing more eyeballs to the ads.
This kind of dynamic messaging can never be achieved by inanimate static posters.
Managers can promote events and increase attendance by displaying automated event listings on digital displays in the movie theater.
Through the use of content widgets, the digital signage CMS automatically pulls event data from calendars or scheduling software. When the calendar is updated, the listing on the digital signage screen is also automatically updated.
The event list can be customized with brand colors, text font, images etc. to increase brand awareness and maintain message consistency.
Theater managers can add value to their digital signage network by displaying info such as traffic.
The screens can be programmed to display traffic as moviegoers exit their theater and head home. They’ll have quick, at-a-glance, access to info such as traffic delays, road closures etc,helping them get to their destinations easier and faster.
Offering info such as navigation assistance raises brand trust.
Moviegoers not only learn to see the value in the displays, but they’ll also be conditioned to look at them at specific times. Managers can leverage this by displaying additional information such as promotions.
Bold imagery, eye-catching animations, and vivid videos on a digital menu board generate higher sales at concession stands.
Menu boards can be used to promote combos or upsell slow moving items. They can also be easily updated from a cloud-based CMS to reflect current inventory e.g. when the stand runs out of a specific drink, the drink can be removed from the menu board in a matter of seconds.
These promos can be run throughout the digital signage network, and not on the menu boards alone. Incorporating QR codes with coupons or special offers on displays away from the concession stand e.g. hallways helps drive traffic back to where food and beverages are being sold.
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Digital signage in movie theaters is a highly effective medium for internal communication, which is critical for smooth operation.
The digital signs can be used in the back room to display administrative information, related HR protocols, industry updates, competitor activities, company updates, coverage in the news, etc. to make employees better in-the-know ambassadors for their movie theater.
With a large percentage of movie theater employees born of the millennial age, communication through static posters won’t work. This generation of workers is very comfortable with technology and they are used to looking at digital screens for information.
Connecting with them through digital signage, a medium that’s similar to the devices they interact with everyday, is natural and ensures more information is cutting through the noise and getting through to them.
Digital signage in movie theaters is also being used to visualize performance metrics and goals.
Using widgets, raw data in spreadsheets is converted into graphs or charts for easy visualization and comparison. For example, current sales numbers in a CSV file can be converted to a graph/chart and displayed on a screen, making it easy for employees to visualize where ticket or concession sales are at versus where they need to be.
With targeted and actual sales placed in front of employees in an easily digestible format, it is often the natural reaction to work harder to meet or exceed the goals.
With the ease of customizing content and comprehensive scheduling features of digital signage, movie theaters can generate additional revenue by selling ad space to local businesses and vendors. With the heavy traffic, digital signage in movie theaters provides excellent exposure that savvy businesses can leverage.
The value-added benefits of incorporating digital signage in movie theaters are virtually endless.
The potential for increasing profits, driving sales goals, and engaging moviegoers combined with the potential to generate additional revenue make the investment in digital signage worthwhile. With increased profits and greater ROI over traditional marketing mediums, the benefits of digital signage in movie theaters should not be overlooked.