Case Study-The Study Part 1
Case Study
Tracking ROI Progress
Where Does Digital Signage Fit?
One of Creosity’s partner companies, Norvision, provides this compelling case study. Quickly, now: Milk Duds or licorice? The bucket of popcorn or the tub? Next to choosing the film itself, this can be the biggest decision a patron faces at the local Cineplex. Theater owners nationwide are increasingly turning to digital signage networks to help customers choose their snacks — and in some cases the theaters are seeing a distinct boost in concession sales as a result.
Eric McCarthy, manager of business development at the 22-location Harkins Theatres chain in Arizona, notes that some 17 million people pass through the chain’s theatres in a typical year, a larger advertising audience than virtually any other event or medium can provide.
During the past year, Harkins has rolled out a networked digital signage system that combines 40-inch NEC LCD displays, NEC 60- and 61-inch plasmas, and suspended “holo-glass” screens provided by Harkins’ systems integrator, Tempe, AZ-based NORVISION. The holo-glass screens are served by either Panasonic projectors for the 60-inch displays or Boxlight models for the 80-inch screens.
Audi Taraldsen, president of NORVISION, notes that the “edgeless” design of the suspended screens created the impression that images are literally floating in space — as if unconnected to any support or structure at all.
“We started knocking on Harkins' door in August 1999 to suggest to them what could be done,” Taraldsen says.