Ensure truly engaging movie experiences, that’s the joint goal of digital cinema leader Barco and Coca-Cola. As the official corporate sponsor of CineEurope 2017, Coca-Cola has now joined forces with Barco to set up a full-blown Barco Lobby Experience at the Coca-Cola Hospitality Lounge, from 20 to 22 June. Featuring an almost-real cinema lobby, the set-up illustrates how exhibitors can turn their cinema lobbies into fun and social destinations where visitors love to spend time, and make the movie-going experience memorable.
Ever since Barco entered the cinema market, it has been on a quest to help exhibitors craft unique, appealing cinema experiences. Coca-Cola shares Barco’s passion for the movies. The beverage company strongly believes that a truly engaging cinema visit that enables young people to socialize and have fun with their friends outperforms the experience that streaming media and video-on-demand can offer. Barco’s Lobby Experience contributes greatly to creating these special moments.
“From our ‘Young Audiences’ research project, we learned that it is key to create social experiences and driving emotional engagement from the moment teens enter the cinema lobby,” says Corinne Thibaut, Coca-Cola’s International Director of Cinema & Leisure. “Barco’s offering truly stands out, as its approach transcends the normal perception of digital signage. By combining video, audio and lighting effects, Barco sparks the imagination and stimulates multiple senses when delivering content to an audience.”
Added value for everyone involved
“We are thrilled to hear that Coca-Cola perceives our solution as market-leading. It’s a real pleasure to join forces with them at CineEurope to show cinema exhibitors how an engaging lobby experience can add value for moviegoers, exhibitors, studios and brands alike,” says Bas van Heek, Business Development Manager at Barco Cinema – Lobby. “While moviegoers love the experience and interaction that Barco lobby solutions bring, exhibitors are happy to see their revenues grow and strengthen customer loyalty. Studios and Brands, for their part, benefit from higher recall rates of and more interaction with their messaging, while the intelligence that’s added to the platform allows for more targeted – and, as a result, more effective – communications.”
From 20 to 22 June, Barco’s Lobby Experience will draw eyes at the Coca-Cola Hospitality Lounge. The CineEurope configuration features two LED walls, 44 LCD displays, 34 Showlights and various types of sensors, all powered by 38 media players, as well as a booth-wide immersive sound system. Everything is managed and controlled in a sleekly choreographed, fully synchronized way via Barco’s Lobby Manager, which runs on Barco’s X2O visual communication platform with integrated Anonymous Audience Analysis (Infinisense) and Barco’s Overture A/V control platform. As for content, Barco will show its studio-approved lobby takeover content, featuring booth-wide teasers for a number of recent Hollywood blockbusters. In addition, the Barco Lobby solution will deliver dynamic Coca-Cola branding to multiple unique zones at the booth.
About The Coca-Cola Company
The Coca-Cola Company (NYSE: KO) is the world’s largest beverage company, offering over 500 brands to people in more than 200 countries. Of our 21 billion-dollar brands, 19 are available in lower- or no-sugar options to help people moderate their consumption of added sugar. At Coca-Cola, we’re serious about making positive contributions to the world. That starts with reducing sugar in our drinks and continuing to introduce new ones with added benefits. It also means continuously working to reduce our environmental impact, creating rewarding careers for our associates and bringing economic opportunity wherever we operate. Together with our bottling partners, we employ more than 700,000 people around the world.
Barco designs technology to enable bright outcomes around the world. Seeing beyond the image, we develop sight, sound, and sharing solutions to help you work together, share insights, and wow audiences. Our focus is on three core markets: Enterprise (from meeting and control rooms to corporate spaces), Healthcare (from the radiology department to the operating room), and Entertainment (from movie theaters to live events and attractions). In 2016, we realized sales of 1.102 billion euro. We have a team of 3,500 employees located in 90 countries, whose passion for technology is captured in 400 granted patents.