In Russia, a cinema chain has taken
advantage of LED display billboards in order to advertise the menu of products which
are available from its concessions stand.
Formula Kino cinemas across the capital of
Moscow and beyond were kitted out with the LED display billboards.
The billboards were put up in more than 14
locations and were used to replace the standard printed menus which had
previously hung in their place. The digital content made available by the LED billboards
will let customers know about the latest deals and available items in an
inventive manner, rather than they having to strain their eyes at the bland
predecessors.
Formula Kino spokesperson Andrey Alikberov,
said that the cinema chain had decided to upgrade to the LED billboards because
of the effectiveness of the technology. The ability to make alterations to the
information which the billboards are displaying in real time, without any added
expense, is seen as key to their success.
The LED billboards are controlled remotely,
which according to Mr Alikberov is another advantage. The modernity of the
designs of the billboards combined with the eye catching visual impact they
have on visitors to the cinema, helps the chain to seem more forward-thinking
and innovative than its rivals, he said.
Formula Kino is hoping to expand the use of
LED billboards to all of the cinemas which it operates in Russia in the near
future. Mr Alikberov said that the billboards would eventually be able to offer
interactive features for consumers to use, although he did not expand to
explain precisely what this might involve.
The use of LED display billboards to advertise
dynamic menu content is becoming more common as an alternative to the static
options, which were limited by past technology.
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