Christie has signed an exclusive deal with movie theatre operator National Amusements to deliver ‘experiential' displays and digital posters across the company's North American facilities.

The deal will see Christie delivering digital in-theatre advertising and promotional content through its Christie Experiential Networks displays in theatre lobbies.

The installations will feature interactive and 3D content delivered on animated digital posters and experiential displays, ranging from stand-alone units to Hero Walls with digital panels arranged in an eight-foot high by 14-foot wide herringbone pattern.

Christie says it will work closely with National Amusements to integrate its ad-based network into the exhibitor's ‘visually striking' theatre lobbies.

Shawn Sullivan, National Amusements vice president US and international business and legal affairs, says the company is committed to leading the exhibition industry with the newest technological advancements.

Digital technology has launched a revolution in the entertainment industry and, with this solution, we will introduce a whole new level of customer engagement that will further enhance the guest experience in our state-of-the-art cinema spaces.

Christie says the displays will engage theatre audiences and enhance exhibitors' competitive advantage and revenue streams.

Kevin Romano, executive vice president of Allure, a Christie company, says today's tech-savvy audience demands the complete entertainment package, from the moment they step into the lobby to the closing credits of their favourite movie.

“Few exhibitors understand this better than National Amusements, whose agreement with CEN is part of their commitment to provide their audiences with an unforgettable movie-going experience.