Digital signage continues to be a growing technology for marketing that we’re possibly taking for granted now. While digital signs used to provide a wow factor based on their ability to show hi-def graphics and videos in store aisles or outdoor locations, they may be blending in with the scenery lately. But that hasn’t stopped the evolution of new variations on the technology, including mobile device interaction and the emerging connection with big data to personalize information. It’s the latter where the movie industry is showing some signs of benefiting while perhaps changing how we see movie promotions.
The movie industry has been perplexingly late to the marketing party of using digital signage. While there may have been some movie promotions on digital signs in arenas, we haven’t seen many places where one digital sign is devoted exclusively to promoting a movie. This might soon change based on an experiment being done recently in the major cities of Australia. As part of the experiment, it’s bringing a new digital sign technology that lets the content change based on the location.
“The Lego Movie” as the Grand New Experiment
The Australian premiere of “The Lego Movie” is bringing the idea of promoting the film on individual digital signs in cities like Sydney, Melbourne, and Brisbane. Using location-based technology, each sign is tweaked to reference a particular neighborhood or street corner. Even if that’s a basic form of big data working to personalize things, it’s a major step forward in bringing more personalization to movie marketing.
There probably couldn’t be a better movie than “The Lego Movie” for this experiment since the film seems to hit a nerve with just about everyone. And if it proves successful through a digital tech company out of Australia, will we see it cross over into America? You can be sure movie studios are going to take advantage of location-based digital signage to give a new and fresh way to market movies. The only thing it’s currently leaving out is the ability to play a movie trailer, which must be on the drawing board.
Will We See Movie Trailers on Digital Signs in Major Cities?
Watching trailers in movie houses isn’t quite the same experience it once was. Perhaps because so many of them are alike, many people might be tuning them out, other than the rare ones that do something different. They also go on too long when some moviegoers just want to see the featured movie without having to spend three hours in the dark. Other than watching those trailers online as many of us also do, what happens when they start playing on giant digital signs in your city?
Taking it a step further
The next step in location-based digital signage may be tweaking movie trailers to cater to certain demographics living in specific districts. Going that route would show how much more targeted marketing is becoming thanks to big data finding detailed information on what you and I want to see.
It’s a logical move for the movie industry that also wants to capture those who don’t go to movie theaters often and only rely on online media for their entertainment fixes. Showing trailers this way also helps reduce the problem of trailers annoyingly jacking up their sound in theaters. Digital signs may have to show the trailers without sound, unless there’s a way to project audio onto busy streets.
In that regard, it could become the new form of the drive-in, except we’ll have a new term of the walk-by when it comes to promoting movies to even more of the fickle masses.