Issue Summer 2010

A Value-Added Proposition: AdScreen^® Meets the Big Screen at City Screen, U.K.

Popcorn, soda and candy are known profit centers at movie houses. But the Picturehouse (City Screen Ltd.), which operates 19 independent cinemas throughout London and the UK, thought it could do better.

Enter YCD|AdScreen^®, an innovative solution that takes point-of-sale marketing to the next level. YCD conducted a pilot program at Picturehouse with a complete, end-to-end digital merchandising solution: YCD|AdScreen, YCD|Player™ & YCD|Platform™ combining state-of-the-art technology, with a powerful content management tool to deliver promotional content to single or multiple locations quickly, easily and cost effectively. The overall objective: to increase the sales of promoted items including sales of already popular and profitable items like popcorn.

A sales analysis and on-site survey at the cinema snack bar determined the most suitable types of screens for the layout and traffic pattern as well as the products' promotional strategy. YCD's creative team created and produced designated promotional content using large images, minimal text and a quick changing display time to capture attention and encourage consumers to take action. The result shows an average increase of 11.5% in sale of snacks in the cinemas.

“We were impressed by the immediate impact of the AdScreens,” said Alastair Oatey, Director of Operations, City Screen Ltd. “Not only did we see a measurable increase in the sales of featured items but we also saw an increase to our total spend per customer. YCD truly delivered on their promise and I have no doubt the AdScreens are a good investment.”

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