Cinemark to adopt 'One Network Alliance' digital lobby experience

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Technology and New Products

The One Network Alliance (ONA), a strategic partnership between leading cinema technology company Barco and in-theatre marketing firm Vision Media—will commercially debut its turnkey digital Lobby Experience at Cinemark’s Plano, Texas and Playa Vista, Los Angeles theatres this month. The platform will enable Cinemark to transform its cinema lobbies into immersive storytelling environments using digital content viewed on billboard-size displays.

“Cinemark has always been on the cutting edge of movie entertainment, and with the One Network Alliance Digital Lobby Experience, we are once again pioneering a one-of-a-kind experience for the next generation of moviegoers,” stated Mark Zoradi, Cinemark CEO. “The ONA’s robust technology platform was very important to us, ensuring that we can continue to deliver on our mission of providing innovation within our theatres.”

The ONA’s large-scale digital banners, vertical display systems and digital movie posters provide numerous different orientations to support all creative activations. During “Lobby Takeovers,” specific display systems play in a symphonic coordination of light, sound and video content.

“Cinemark lobbies are poised to become interactive, multi-dimensional digital canvases where upcoming movies and dynamic, animated content will bring the magic of the movies front and center,” commented Greg Patrick, Barco’s VP, cinema-lobby. “Our movie exhibitors can select from a comprehensive portfolio of fully integrated digital cinema lobby products designed to enhance the moviegoing experience, while driving customer engagement and loyalty.”

“The Cinemark agreement affirms the mission of the ONA strategic partnership,” said Joe Ross, president of worldwide sales at Vision Media. “The ONA is building the next generation of digital display solutions and interactive consumer experiences. Our longstanding cooperative dialogue with Hollywood studios confirms their interest in the evolution of how movies are promoted in our ‘reimagined’ lobby environment. Cinemark, as the inaugural ONA exhibitor, signifies their constant desire to bring innovation to the lobby, something Vision has seen for years based on their participation in our TrailerVision™ and VideoWall Networks.”