Popcorn increases digital footprint

"The majority of these new digital projectors have been installed into the top performing screens, and the benefit to advertisers, apart from a more cost effective option for material, is that they will be screening their commercials with first week release movies," explained Debbie Brady, Popcorn's sales director. "We are already seeing an increase in the demand for advertising over the next couple of months".

The E-Cinema solution incorporates a Digital Cinema Server from Central Point Communications (DC Media), a Panasonic 1.6K Projector and Dolby Digital 5.1 sound. Says Lawrence Trent, Popcorn's GM: operations: "During this second phase, DC Media installed a wireless broadband network and satellite dishes in all of the cinema complexes. This facilitates content delivery with telemetry enabling us to interrogate the file servers and ensure that the pre-show routine is run at each and every performance along with proof of delivery and proof of play reports. We are also able to change the various cinema playlists 'on the fly', giving us greater flexibility in placing a feature film or a client's advertisement in the appropriate cinema screen.”

In addition, the return path telemetry network affords Popcorn extra efficiency in managing the servers, projectors and sound systems. For instance, managing the lamp life of the digital projector minimizes the running costs of the digital delivery platforms.

"With the satellite link-up we are able to effect live broadcasts, from a central location, to our cinema complexes. This opens up a number of new eventing and marketing opportunities for both Popcorn and Nu Metro Theatres," added Brady.