• Skip to primary navigation
  • Skip to main content
  • Skip to primary sidebar
  • Skip to footer

My TechDecisions

  • Best of Tech Decisions
  • Topics
    • Video
    • Audio
    • Mobility
    • Unified Communications
    • IT Infrastructure
    • Network Security
    • Physical Security
    • Facility
    • Compliance
  • RFP Resources
  • Resources
  • Podcasts
  • Subscribe
  • Project of the Week
  • About Us
    SEARCH
IT Infrastructure, News, Project of the Week, Video

Miller Megaplex Theatres Increases Digital Concession Sales Using Broadsign

Utilizing Broadsign DOOH Platform, Megaplex Theatres was able to simplify its workflows and increase digital concession sales.

March 28, 2023 TD Staff Leave a Comment

Broadsign Digital Concession Stand Megaplex Theatre

While the future of the film industry, specifically movie theatres, looked rather uncertain during COVID-19, the cinema industry saw an uptick in audiences returning to theatres in 2022 with attendance rates almost mirroring pre-pandemic levels. As pandemic restrictions were slowly removed, people were excited to go out and re-discover small pleasures like going to the movies.

Aside from the common desire to return to pre-pandemic life, going to the movies has always held a special place in people’s hearts. With many having gone to the same theatre since they were a kid, a movie theatre is a library of memories for the community—it holds some of one’s most precious moments. For American theatre giant, Larry H. Miller Megaplex Theatres, a strongly community-oriented business, being a place for people to continue to create memorable experiences is what fuels them.

By adopting advanced technological tools, including the Broadsign platform, Megaplex was able to simplify its workflows and increase digital concession sales by integrating its back-end sales system, Vista, through API. Furthermore, Megaplex gained dynamic capabilities that previously weren’t available, allowing it to innovate and further elevate the movie-going experience in its theatres.

The BroadSign Platform Solution

Founded in 1999, Megaplex’s mission has always been to enrich lives by giving back to the community. In fact, the first Megaplex theatre was built to preserve a high school building that was a landmark in Sandy, Utah. Today, it now has 15 locations with a network of approximately 800 digital signage screens. In 2022, Megaplex welcomed 5.1 million moviegoers to its venues.

Megaplex’s digital screens feature a wide variety of movie-related content, including movie posters, MyMegaRewards membership content and concession promotions. It also offers paid advertising partnerships to local businesses that want to leverage their network and audience reach. Aside from leveraging Broadsign for its ad-serving capability, one unique way Megaplex is utilizing Broadsign is by integrating the platform with its back-end sales system to increase its operational efficiency and concession sales through digital channels.

Improving operational efficiency

Before the pandemic, all concession sales at Megaplex Theatres were made on-site. Customers would come in early to purchase their snacks and drinks before heading to the auditorium. However, with everyone having the same idea of buying items before their movie, it often led to long lines at the concession stands, leaving customers worried about missing the start of their movie. To eliminate that stress, Megaplex decided to sell its concession items through digital channels, including web, mobile, and digital kiosks on-site.

By integrating with the Broadsign Platform, Megaplex Theatres were able to display the real-time status of orders on concession stand screens and notify customers when orders were ready for pick up. By the end of 2022, Megaplex Theatres’ concession sales through digital channels represented $6.1 million in revenue, with the success of this initiative primarily attributed to how smooth the pickup process was for customers.

Megaplex Theatres also uses Broadsign to ensure that the right information is shown on the 800 screens across 15 movie theatre locations. This is particularly useful in updating concession menu boards. Prior to adopting Broadsign, if a change needed to be made to a product, a graphic designer would have to manually modify 50 variations of their menu boards, taking around a week to complete. Now, they input the product or price information in their back-end sales system the night before and by the next morning, the new information is reflected on their menu boards.

Dynamic customer experience at the concession stand

For customers that forgot to place their concession order ahead of time, Megaplex Theatres found a way to entertain customers waiting in line for concessions. Leveraging Broadsign’s dynamic capabilities, Megaplex experimented with disruptive overlays on concession menu boards, allowing them to have movie characters pop-up on screens to promote the movies they’re featured in.

Collaborating with the movie studios, Megaplex Theatres would receive masked out videos of the characters which they would then upload onto Broadsign platform for them to run on the menu board screens at the concession stand. To promote Disney’s “Lightyear” movie in 2022, an animated Buzz Lightyear appeared on the digital menu board, revealing characters from the film and title treatment. This allowed Megaplex to provide Disney with a fun, dynamic brand moment, while simultaneously promoting Lightyear-branded concession items on the menu.

During the promotion of Dreamwork’s “The Bad Guys”, Megaplex Theatres had the main characters drop down from the top of the digital menu board and steal the popcorn, highlighting a small movie promotion to appear on screen afterwards. While these may seem like small touches, it provides customers with a more personalized experience and gives advertisers new creative opportunities when they advertise with Megaplex.

Convenient experience for Megaplex guests

Larry H. Miller Megaplex Theatre’s Vice President of Digital Strategy, Ryan Miner, says “While the pandemic has definitely challenged theatre operators, we expect to see continued growth for our business and ultimately an improved, more convenient experience for our guests.”

As Megaplex continues to experiment with disruptive overlays, their network will become increasingly more valuable to advertisers that are looking to reach an audience that are in a mindset to spend. With manual operations now being automated with the Broadsign Platform, Megaplex can devote its time to building new state-of-the-art facilities so they can continue to innovate and stretch the boundaries of what can be done in a movie theatre.

If you enjoyed this article and want to receive more valuable industry content like this, click here to sign up for our digital newsletters!

Tagged With: API, Broadsign, Digital Signage, DOOH

Related Content:

  • Cisco Live 2023 Cisco Live 2023: Simplified Management, Enhanced Security, AI
  • Phishing, Email security Email Attacks are Evading Security Protections. Here’s How…
  • MOVEit, ransomware, CVE-2023-34362, Ransomware Groups Confirmed to be Exploiting MOVEit Bug
  • Shure Stem Ecosystem Shure: Democratizing Conferencing Hardware With The Stem Ecosystem

Free downloadable guide you may like:

  • Download TechDecisions' Blueprint Series report on Security Awareness now!Blueprint Series: Why Your Security Awareness Program is Probably Falling Short

    Learn about the evolution of phishing attacks and best practices for security awareness programs to ensure your organization is properly prepared to defend against them in this report from TechDecisions' Blueprint Series.

Reader Interactions

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Get the FREE Tech Decisions eNewsletter

Sign up Today!

Latest Downloads

Download TechDecisions' Blueprint Series report on Security Awareness now!
Blueprint Series: Why Your Security Awareness Program is Probably Falling Short

Learn about the evolution of phishing attacks and best practices for security awareness programs to ensure your organization is properly prepared t...

Workplace Collaboration Tools for Corporate Spaces
Workplace Collaboration Tools for Corporate Spaces

From lobbies and shared spaces to conference rooms and multipurpose facilities, you need high-performing AV technology to effectively share informa...

ChatGPT, generative AI, enterprise, workplace
Blueprint Series: ChatGPT and Generative AI in the Workplace

This latest release of the TechDecisions Blueprint Series explores the new phenomenon of tools such as ChatGPT and how IT leaders should go about d...

View All Downloads

Would you like your latest project featured on TechDecisions as Project of the Week?

Apply Today!
Sharp Microsoft Collaboration HQ Logo

Learn More About the
Windows Collaboration Display

More from Our Sister Publications

Get the latest news about AV integrators and Security installers from our sister publications:

Commercial IntegratorSecurity Sales

AV-iQ

Footer

TechDecisions

  • Home
  • Welcome to TechDecisions
  • Subscribe to the Newsletter
  • Contact Us
  • Media Solutions & Advertising
  • Comment Guidelines
  • RSS Feeds
  • Twitter
  • Facebook
  • Linkedin

Free Technology Guides

FREE Downloadable resources from TechDecisions provide timely insight into the issues that IT, A/V, and Security end-users, managers, and decision makers are facing in commercial, corporate, education, institutional, and other vertical markets

View all Guides
TD Project of the Week

Get your latest project featured on TechDecisions Project of the Week. Submit your work once and it will be eligible for all upcoming weeks.

Enter Today!
Emerald Logo
ABOUTCAREERSAUTHORIZED SERVICE PROVIDERSTERMS OF USEPRIVACY POLICY

© 2023 Emerald X, LLC. All rights reserved.