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London—Nov 12, 2013

Odeon and NEC Display Solutions Bring Leicester Square Alive with One of Europe’s Largest Public Digital Display Screens

Giant 107 square metre videowall was launched at last night’s world premiere of ‘The Hunger Games: Catching Fire’
NEC Display Solutions Europe and ODEON have installed one of the largest displays of its kind in a public square – an LED digital display measuring 107 square metres – on the facade of the ODEON Leicester Square in London’s West End.
The huge display - the size of half a basketball court - replaces the old poster board and is flanked by two 18 square metre displays in one of the UK’s most prominent locations, which welcomes more than 90 million tourists every year.
The trio will display images for the latest movies and, during events such as premieres, live footage including celebrity interviews and clips will be screened for the passing public to view. Officially launched at the world premiere of The Hunger Games: Catching Fire, the displays bring a highly engaging instalment to London's iconic West End.
The installation of the new screens will allow ODEON Leicester Square to instantly change what the screens display, eliminating the need to regularly hire traditional ‘cherry picker’ lifts to change what is displayed on the poster boards, making the screens a more environmentally friendly alternative to displaying posters.
The new screens will also enable the display to divide in to multiple screens, allowing ODEON to screen different content simultaneously, a feature which will be particularly utilised during premieres where live film footage of the red carpet can be screened alongside clips of the film.
Andy Edge, Commercial Director at ODEON, comments “We are really excited to launch the new LED screens at ODEON Leicester Square. It is an iconic film destination which has become synonymous with red-carpet film premieres, so we are thrilled to be able to move the premiere experience in to the digital age with these state of the art LED screens. The recent regeneration of Leicester Square has breathed new life in to the area, and we hope that these screens, which are the largest of their kind in Europe, will help re-assert the square’s position as London’s home of entertainment.”
Simon Jackson, Vice President, NEC Display Solutions, comments “This display has to be seen to be believed. It really is an impressive sight, and a tremendous achievement for NEC and ODEON”
“Given consumer expectations for video content to inform, delight and engage, this type of display sets new standards in delivering a variety of information in real-time.”
“Of course, a project of this scale breaks new ground and brought several challenges. Weighing in at several tonnes, the main screen had to be built off-site and installed in three separate stages. Getting uniform colour consistency of images across a display of this size is also a major achievement. This is where NEC’s long heritage in public displays really came to the fore.”
This project reinforces NEC’s longstanding relationship with ODEON, which has also seen all of its theatres across Europe upgraded to NEC digital cinema projectors over the last five years, ensuring that ODEON can deliver the quality experience modern film enthusiasts expect. It also heralds the ongoing extension from the projection room into front-of-house, with planned projects to bring more digital signage and self-service kiosks into theatres.
Leicester Square underwent significant redevelopment in the run up to the London 2012 Olympics, enhancing its function as a backdrop for film premieres while retaining the Square's historic character. The new screens further this redevelopment, bringing together the heritage of ODEON's long-standing presence in the square with the most impressive and engaging display possible.
NEC Digital Cinema Contacts: North America and South America
NEC Display Solutions of America 
Phone: 630-467-3000 

Sales: Jim Reisteter 
General Manager, Digital Cinema Division 
Phone: 818-557-2500 

Marketing: Danielle Moore
Channel Marketing Manager
Phone: 630-467-3309

Public Relations: Shelby Eversole
Digital Marketing Specialist
Phone: 630-467-4367

Europe, Middle East, Africa
NEC Display Solutions Europe Gmbh 
Phone: 49(0)89-99 6990 

Public Relations: Ann Kjellser 
PR Manager EMEA 
Phone: 46 72 162 8719 

Sales: Mark Kendall 
Senior Manager, Digital Cinema 
Phone: 44 118 969-1352 

Marketing: Gerd Kaiser 
Product line manager, Large Venue Projectors 
Phone: 49(0)89 99 699-623 

NEC Display Solutions, Ltd. 
Phone : 0120-610-161 (Customer Support Center) 
      *9:00-18:00 except Saturday/Sunday/National holidays 

NEC Solutions (China) Co., Ltd. 
Phone  +86-10-5934-2885 

Australia, New Zealand
NEC Australia Pty Ltd 
Phone: +61 3 9262 1111 

Thailand, Malaysia, Philippines, Vietnam, Myanmar, Kambodia, Brunei
Goldenduck Group 
Phone:  +66 2887 8807 

Hong Kong, Macau, Taiwan
Strong Westrex, Inc. 
Phone: +852 2827 8289 

India, Sri Lanka, Pakistan, Bangladesh, Nepal
Real Image Media Technologies Pvt. Ltd. 
Phone: +91 44 42041505 

South Korea
Hyosung ITX Co., Ltd. 
Phone: +82 2 2102 8591 

*Web Site of NEC DLP Cinema Projectors 
Logo: NEC Digital Cinema About NEC Digital Cinema: Combining advanced DLP Cinema® projectors with reliable multiplex and screen servers, NEC Display Solutions’ Digital Cinema Projector Series offers the most comprehensive digital cinema solution on the market today. These 3D-capable models enable theaters to deliver stunning digital images regardless of screen size, while simplifying theater management and reducing costs. All of NEC's digital cinema projectors meet DCI specifications for performance and reliability, meeting the requirements of today’s cinema industry. NEC also offers full digital signage solutions, highlighted by its award-winning 32”-98” LCD displays, multimedia projectors and desktop monitors for lobbies, concessions and concourses. NEC Digital Cinema Directory page NEC Digital Cinema Web Site About NEC Display Solutions Europe GmbH: NEC Display Solutions Europe GmbH has its European headquarters in Munich, Germany and is responsible for all business activities in EMEA. NEC Display Solutions benefits from the technological know-how and technologies of the NEC Corporation and, with its own Research and Development, is one of the world's leading manufacturers offering the widest product range of display solutions in the market. The display product portfolio ranges from entry-level to professional and speciality desktop LCDs, via large-size Public Displays for Digital and Retail Signage. The Projector range offers products for all needs, from portable devices via business projectors to products for permanent operation (such as PoS applications) and digital cinema projectors. Bernd Eberhardt is President and CEO of NEC Display Solutions Europe. 
NEC Display Solutions Europe GmbH Directory page About Odeon Cinemas: Founded in 1930 by Oscar Deutsch, ODEON is the largest cinema chain in the UK, with over one hundred cinemas. ODEON entertains more people in the UK than any other cinema chain accounting for nearly a third of all tickets sold in the UK. It is now part of ODEON and UCI Cinemas Group and is looking forward to an exciting period of development during which it will continue to build on its unique position as the UK's number one cinema chain. Odeon Cinemas Directory page
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