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# 1938 Baird

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Sacramento, Calif. USA—Apr 11, 2016

Barco Lobby Experience Transforms Regal L.A. Live into Immersive Cinema Environment to Heighten the Moviegoing Experience

Barco, the global leader in digital cinema, has achieved another innovation milestone with its new Barco Lobby Experience, a turnkey technology platform that transforms the cinema lobby into an engaging, revenue-generating entertainment center. Visitors can experience it at the new ‘Regal L.A. LIVE: A Barco Innovation Center’ in Los Angeles, California.

Barco is turning today’s cinema lobby into an immersive storytelling environment that maximizes customer intimacy, while driving higher revenues. A full-scale demonstration project of the Barco Lobby Experience is now available for tours at the new Regal L.A. LIVE theater. Six major movie studios and assorted industry VIPs visited the Barco Lobby Experience at L.A. LIVE last month, with many already collaborating with Barco on choreographed feature film digital platform promotion content. 

“We are thrilled to create a home for our Barco Lobby Experience at the new Regal L.A. LIVE: A Barco Innovation Center, where visitors can truly immerse themselves in a real-life cinema lobby,” comments Greg Patrick, Vice President Digital Cinema-Lobby for Barco. “Exhibitors can now enjoy the convenience, weekly content updates and cost-efficiency of working with a turnkey solution provider to create interactive and engaging cinema lobby for a new generation.”

“We have had a phenomenal response from our guests who are truly amazed and awed by the Barco Lobby Experience,” comments Shelby Russell, Vice President, Marketing for AEG & L.A. LIVE. “We see tremendous potential for increasing ticket sales and engaging patrons, while creating a new entertainment experience that they can’t get anywhere else.”

Experience Zones drive customer engagement and revenues
Barco Lobby Experience Zones engage customers the moment they enter the theater, while creating opportunities for exhibitors to influence purchase decisions. 

The Feature zone maximizes impact and increases customer dwell time by creating a “show before the show” in the theater lobby. Called “Lobby Domination,” this multi-screen, synchronized feature film promotional content transforms the area into a magical environment, promoting upcoming movies, and exhibitor branding messages. Digitally animated posters lower operational costs and engage customers before and after their movie viewing experience.

The only comprehensive technology platform network purpose-built for the cinema lobby

By leveraging its strong relationships with movie studios and third-party hardware providers, Barco is the only digital lobby signage provider to offer a complete solution designed specifically for the cinema, including all hardware and software; content creation and management services to customize each lobby; full integration with POS and other corporate platforms; and, most importantly, sourcing the movie assets directly from studios.

Barco X2O: the heart and mind of the Lobby Experience
The powerful core of The Lobby Experience is the Barco X2O real-time visual communications platform, which delivers customized branding and promotional messages to the right audience, at the right time, on the right device to create an immersive, engaging customer experience. Everything from basic content packages featuring digital posters, box office and concession templates, to synchronized screen arrays for a full Lobby Domination sequence are managed by the X2O platform. Back-end analytics provide customer interactivity data, enabling owners to adapt content to deliver the most effective messages.

Visit the Barco Lobby Experience showcase!
Regal L.A. LIVE: A Barco Innovation Center exemplifies Barco’s vision for modern movie complexes to offer premium, differentiated cinema experiences with cost-efficient and streamlined operations. The theater will be an all-around immersive experience from start to finish, featuring the Barco Lobby Experience as well as other CinemaBarco premium cinema technologies, including Barco Laser, Barco Escape, and Immersive Audio. 

Barco has partnered with AEG, one of the world’s largest sports and entertainment presenters, and Regal, operators of the largest and most geographically diverse theater circuit in the United States, in a multi-year, strategic partnership to create the Regal L.A. LIVE: A Barco Innovation Center. 

Private tours may be scheduled by contacting: Cassandra Zebisch at czebisch@aegworldwide.com or (213) 763-7712. 
Barco Contacts:
Media Contacts:

Alison Maxson
Press and PR contact Americas
Barco NV
Telephone +1 916 471 6914
alison.maxson@barco.com

Stephanie Vlegels
Press and PR contact EMEA
Barco NV
Telephone +32 56 36 81 66
stephanie.vlegels@barco.com

Anna Miao
Press and PR contact APAC Growth
Barco NV
Telephone: +886 2 7715 0229
anna.miao@barco.com

Samira Tang
Press and PR contact Greater China
Barco NV
Telephone +86 10 5650 2098
samira.tang@barco.com
Logo: Barco Digital Cinema About Barco Digital Cinema: Barco, a global technology company, designs and develops networked visualization products for the Entertainment, Enterprise and Healthcare markets. Barco has its own facilities for Sales & Marketing, Customer Support, R&D and Manufacturing in Europe, North America and APAC. Barco (NYSE Euronext Brussels: BAR) is active in more than 90 countries with 3,300 employees worldwide. Barco posted sales of 1.029 billion euro in 2015. 

Barco is one of three licencees of Texas Instruments DLP Cinema™ technology. TI developed DLP Cinema™ technology working in close cooperation with Barco and others in the movie industry, to develop Cinema Projector and support systems based on DMD™ technology, to meet the requirement of studios, film distributors and exhibitors alike.
Barco Digital Cinema Directory page Barco Digital Cinema Web Site
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