The iconic LA venue sought to convert underutilized spaces into revenue‐generating entertainment centers to engage and entertain moviegoers. Enhancing the overall experience while driving ticket and concession sales, clients are captivated by stunning visual displays driven by the next wave in cinema entertainment.
The 4-story atrium, with its massive windows, created acoustic anomalies as well as high ambient light that required ultra-bright displays. Thoughtful design and engineering created cost efficiency as pathways were core drilled for rack relocation, allowing back of house equipment to be optimally located to minimize disruption of existing infrastructure.
Diversified worked closely with Barco to create and deploy Barco’s Lobby Experience, an innovative technology platform, transforming the cinema lobby into an immersive storytelling environment. Utilizing a lively combination of animated box office, concession and menu boards, dynamic movie posters and multi-screen, synchronized feature film promotional content called “Lobby Domination,” Regal’s LA location boasts 22 visual touchpoints featuring 62 individual displays in various configurations. Excitement is heightened by high end system lighting and a JBL audio system. Control via touch panels provides staff unified control and 2K, 4K and 6P laser projection systems provide incomparable auditorium experiences for viewers.
Content creation and management were major factors in the design as content displays across box office, concession and lobby areas with a combination of content ranging from local promotions and upcoming releases with no audio to national promotions with full audio, video and lighting effects. The solution is scalable and repeatable, enabling content to be used in multiple instances and technologies.
LA LIVE moviegoers now enjoy a premium experience, differentiating the cinema while gaining operational efficiencies and marketing opportunities that monetize the lobby. The experiential environment creates the digital connection that today’s audience expects.
