Christie® will be taking a highly ambitious approach to this year’s Cinema Expo International 2010 (Amsterdam RAI, 21st-24th June). As the market leader in Digital Cinema Projection, Christie will showcase exclusively to the international cinema community their multi-configurable modular digital canvas, MicroTiles™ (Hall 11, Suite A).
The award-winning system has been developed with digital signage applications in mind, such as lobby displays and retail or concession signage. And in contrast to the trend for large single panel displays, seen in consumer products offered for digital signage applications, MicroTiles’ small footprint means that they can be tiled and arranged to make whatever size, shape and resolution is required, for the environment in which they are to be placed, making it a perfect solution for cinema lobbies.
At the Christie booth, the gravity desk configuration (as seen at the 2010 edition of Screenmedia Expo Europe) will again be constructed from MicroTiles and there will be additional 1x5 and 4x1 configured columns (the former displayed on a 30° vertically angled column), promoting a demo application for concession stands.
Finally, a conventionally-shaped 8x4 MicroTiles wall, will be used to showcase footage of the World Cup, and serve as a cinema lobby information display with movie poster and trailer promotion.
However, as part of the Cinema Expo Screening Programme, Christie D-Cinema projectors will support three screening presentations with their Series II projectors, including Toy Story 3 in 3D.
Explaining Christie’s progressive approach, Richard Nye, Christie's Cinema Sales Director in EMEA, commented, “While visitors will still be able to find out the latest information on our Christie Series 2 projectors, exceptional market demand has enabled us to focus on MicroTiles, and provide exhibitors with a media display which sets new standards in the industry.”
Ever aware that the modern cinema experience begins the second the cinema-goer arrives in the foyer, exhibitors have been looking to capture additional revenue with increasing investment in foyer infrastructures; this includes looped trailers, screening information, concessions and promotions.
“There is no product more suitable on the market to display content in high definition on virtually seamless modular displays,” enthuses Nye. “These can either blend unobtrusively into the environment or be ‘sculpted’ into an unusual geometric shape, and enhance the foyer design aesthetic.”
Christie is an official sponsor of Cinema Expo International, which will again bring together key decision makers from every major, regional and independent cinema circuit, major international film distributors, as well as the manufacturers of products, services and technologies for the cinema industry. The convention includes preview screenings of upcoming films, product reel presentations, educational seminars, special events and awards galas. Cinema Expo International is one of the only conventions and tradeshows dedicated to the needs of the worldwide cinema exhibitor industry.