Cineplex Galaxy readies new pre-show system
By Adnews Staff
Theatre chain Cineplex Galaxy of Toronto will introduce a new digital pre-show system on April 1. The first in Canada of its kind, according to the company, the system will enable the projection of high-quality multimedia presentations combining entertainment, advertising and promotional messages prior to the start of a feature film. The system will also allow the company to increase the number of digital projectors it uses from 23 to 228. A total of 215 screens in 21 theatres in the Toronto area will use the new technology, which comes from Kodak Digital Cinema and Christie Digital Systems. "We will provide our advertising clients with greater flexibility, efficiency and creativity in the way they deliver their marketing messages," said Pat Marshall, vice-president of communications and investor relations at Cineplex Galaxy. The new pre-show will run for 20 minutes before each movie. According to the company, it will offer larger and higher-quality images that the old slideshow program, as well as the ability to target audiences by region or by film genre. If the new pre-show is successful, Cineplex Galaxy plans to expand it to an additional 400 screens nationally by the end of the year.