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. 

Creating social experiences and more 

“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.” 

Barco’s engaging lobby experience as a value add 

“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.” 

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.

You can see the full press release here.