Scala Powered Digital Signage Transforms Cinemex Customer Experience3 min read
Cinemex, a large Cineplex company in Mexico, has partnered with Scala and Multimedia Corporativa to transform the customer experience at its chain of movie entertainment complexes.
Cinemex, Scala and Multimedia Corporativa created a unique, market leading communications channel, ensuring that its customers ‘feel completely at home’ during a visit to any of its cinemas. At the same time, promotional content helps Cinemex increase the general level of income from all of its facilities. The new entertainment experience adopts state-of-the-art technology and service innovation, to show that Cinemex is a growing organisation that is committed to evolvement to exceed the audience’s expectations.
To support this goal, Cinemex found the ideal solution for digital signage in the Scala software-based technology. Cinemex has completely renewed the ticket booth and candy store areas using the specialised Scala software program for the screen communication strategy.
Dynamic display elements are used in the digital marquee and ticket booths to attract audience attention in regards to the movies being shown and their corresponding showing times. Customers can determine which movie to see and enjoy movie trailers, news items and Cinemex advertising features. They are kept fully informed of the full range of products and services offered by each complex using digital menus with dynamic visual content. All powered by Scala.
Multimedia Corporativa, developed a digital signage management business solution, that provides weekly updates for the billboards in all Cinemex facilities. This Scala based solution enables simple, continuous renewal of the screen contents in the candy store, ticket booth, marquee and lobby areas.
The content is delivered on a network of 42-inch plasma displays situated at high traffic locations throughout each Cinemex facility. These include the access area, ticket booth, marquee and the candy store.
Content updates are carried out at the Cinemex production centre located inside the facility which is then broadcasted to all allocated display locations. Content programming can be updated as required and scheduled to each theater, according to the pricing strategy, helping to reduce costs, compared to traditional print and video media.
With Multimedia Corporativa and Scala, Cinemex has been able to successfully transform its communications channel with its target audience. The Cinemex digital signage installation has demonstrated that the handling and communication of content can be highly effective. The quality of the content, whether educational or advertising based, directly affects how people react and behave, regardless of the type of information.
The nationwide refurbishment project began in Mexico City, at the Cinemex Loreto complex with an expansion of all services and upgrade of existing facilities on the site. The same digital signage strategy for information and promotion has been successfully applied to new Cinemex compounds opened in Cancun, Oaxaca, Monterrey and Guadalajara, as well as in many other cities in Mexico, hence being currently a project with close to 100 branches nationwide, meaning over 1,000 displays.
Grupo Cinemex, S.A. de C.V. owns and operates film theatres in Mexico. It owns and operates the second largest chain of theatres nationwide and provides computerised system for ticket purchases and reservations via telephone and the Internet. The company was founded in 1994 and is based in Mexico City, Mexico.
About Multimedia Corporativa
Multimedia Corporativa is a Mexican company with over 15 years’ experience developing specific communications tools for business enterprises, by means of content production and transmission through appropriate digital technology. Multimedia Corporativa specialise in corporate multimedia production, video and on-line content for inbound and outbound communications.
Driving more than 500,000 screens worldwide, Scala is a leading global provider of digital signage and advertising management solutions. Scala is the world’s first connected signage company, offering the leading platforms for content creation, management and distribution in digital signage networks and the first unified platform for advertising management of both traditional and digital signage networks. The company’s digital signage customers include Rabobank, IKEA, Burger King, T-Mobile, Virgin MegaStore, Warner Brothers, The Life Channel, Rikstoto, Repsol, NorgesGruppen, Audi, ECE Flatmedia, Kaufhof (Metro Group) and thousands more. Advertising management customers include CBS Outdoor, Clear Channel Outdoor and Newad, among others. Scala is headquartered near Philadelphia, USA, and has subsidiaries in Canada, The Netherlands, France, Norway, Germany, Japan and India, as well as more than 500 partners in more than 90 countries. More information is available at www.scala.com