Issue Summer 2010

Cinema City – Where the show starts before you sit down

In the heart of Israel lies one of the world’s largest and most modern movie and entertainment multiplexes providing thousands of movie-goers each week with an entertainment and shopping extravaganza. With 26 state-of-the-art movie theaters, and over 11,000 square meters of commercial space, G Cinema City, Rishon Le Zion is the latest gem in the crown of Cinema City, the largest multiplex cinema operator in Central & Eastern Europe and Israel. You need not buy a ticket, however, to enjoy a spectacular, 360 degree, multimedia experience. Designed to WOW visitors inside the theatres and out, the complex boasts over three hundred video screens ranging in size from 42” to 65” throughout the concession and shopping areas. The screens are used for showing movie trailers, promoting merchandise as well as creating an overall stimulating ambient atmosphere for visitors. Further adding to this sensory explosion are over 200 square meters of colorful LED floor tiles that change colors in a synchronized pattern.

YCD Multimedia’s video wall technology (YCD|MuVi Wall™) serves content to 122 of the screens, arranged as five large video slices of up to 35 screens each and also controls the synchronization of the LED floor tiles. Two of the video slices form the digital menu boards for the concession stand (one of the largest integrated digital menu boards in the world), tempting patrons with an appetizing selection of popcorn, candy and sodas, while the 3 remaining video slices serve as a canvas for showing movie trailers and other promotions. Providing for an unparallel branding platform, and a revenue generator for the complex, on a periodic schedule all 122 screens as well as the LED floor tiles revert to a seamlessly integrated promotion for Coca Cola, turning the entire venue into one gigantic brand advertisement. YCD’s creative services team designed and produced the content for this ambitious experience.

Noam Levavi, CEO of YCD Multimedia said "YCD’s solutions, as demonstrated at Cinema City, are setting a new standard in the digital signage arena. The digital menu board, served by YCD's MuVi Wall technology, demonstrates smart digital merchandising that increases sales with dynamic and effective content. The multi-zone, synchronized MuVi Wall technology allows total control of the digital ambiance inside the location by simultaneously controlling the lighting system (LED floor) and service high definition content to the video walls, digital menu boards and individual screens. Altogether, this blends into the whole design structure creating digital ambiance that sets the atmosphere for the entire venue."

Avi Edri, CEO of Cinema City added, "For over two years we have been researching software and hardware technologies. After a lengthy and arduous market study, we came to the conclusion that YCD Multimedia, with their advanced technology, flexible integration capabilities and creative expertise is best positioned to provide us with the most dynamic and flexible solution for ourselves and our customers."