The digital out-of-home video marketplace is expanding with new networks added weekly. This week a digital signage network serving Rave Cinemas,
the fifth-largest cinema circuit in the U.S. by box office numbers, debuted.
The Rave DOOH network, using Real Digital Media’s Neocast digital signage platform, which began in early
2001, has now expanded to all 66 locations in the Rave circuit. Many are home to dozens of auditoriums, for a total of almost 1,000 screens in 20 states.
The digital signage network will
display movie information, including showtimes and ticket availability, concession menus. It will also be employed for theater wayfinding, auditorium marquees and for coming attraction promotions.
The most recent addition to the Rave DOOH network is the Las Vegas Town Square, where an 18-theater venue has been upgraded with 65 digital displays throughout the lobby and theater area.
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Movie theater lobbies are a favorite venue for DOOH networks, with the potential to reach consumers in a relaxed state of mind and close to points of purchase when theaters are associated with
shopping malls.
National Cinemedia has created a Lobby Entertainment Network serving many of its affiliate theaters, including 42-inch digital billboards in high-traffic areas. The
displays show a 25-minute entertainment and ad package combining five long-form content segments with ad pods in-between each.
NCM’s main competitor, Screenvision, has installed
digital plasma screens and interactive kiosks at some affiliate theater venues.