Project summary

Leading Russian cinema chain Formula Kino, which boasts 264 movie theatres over 35 locations across three Russian time zones, is rolling out extensive Scala-supported digital signage across new locations as part of the modernization of its on-location customer communications, which started in 2013. The brand is focusing on entertainment as well as comfort: it not only offers its customers premium theatres but also runs advanced technologies such as as 3D PRO and RealD 3D to deliver best-in-class 3D experiences.
Huge digital signage in the movie theater

At a Glance

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100+ Players
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450+ Screens
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35+ Location
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4 three-by-three size video walls

Digital signage software powerful enough to drive content to four different areas of the venue

''The company was seeking a single digital signage software powerful enough to drive content to four different areas of the venue: the video walls, the ticketing desk, three-by-one digital posters and the menu boards in the food court,” explained Igor Korotkov, commercial director of Dismart. “The only system that can handle this volume of information in a centralized manner is Scala. This means that Formula Kino is no longer managing three different software systems or trying to integrate various systems that can only handle a single type of job.''

Since 2013, Formula Kino has deployed Scala to support 460 screens driven by 114 players in newly opened locations. At each location – 35 cinemas across three times zones – a single Scala-driven cinema hosts up to four three-by-three size video walls, two three-by-one digital posters, up to 15 menu board screens and between four and eight ticketing desk screens.

With support from local systems integrator Dismart, the cinema chain is using a single, centralized and automated digital signage solution from Scala to replace three separate, siloed software solutions.

Automated Video walls

The video walls are automated, meaning Scala players use Scala Content Manager and Scala Script from any location across Russia to automatically connect to a centralized library of movie trailers located at the Formula Kino Moscow headquarters and select relevant content based on individual location and time zone, thus building a tailored playlist for each cinema.

“The Scala solution has allowed Formula Kino to minimise the amount of time and resource spent on keeping content up to date at various locations,” continued Korotkov. “The Scala Script enables users to automate functions that could not be automated before. The player now knows automatically what to do, at what time and for how long.”

Reduce the amount of resources

Andrey Alikberov, CIO of Formula Kino, feels that the Scala solution has enabled him to significantly reduce the amount of resources necessary to manage and update information changes, such as movie show times, bar menus and upcoming movie promotions, across the chain. “In addition, the use of the three-by-one digital posters delivered a return on investment (ROI) in less than one year, which was even faster than we had expected,” he noted. “Our Scala digital signage solution is a great advertising tool, it’s an investment which paid off very quickly.”

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The only system that can handle this volume of information in a centralised manner is Scala. This means that Formula Kino is no longer managing three different software systems or trying to integrate various systems that can only handle a single type of job.
Igor Korotkov
Commercial director
Formula Kino
Dismart

about Formula Kino

Formula Kino, one of the largest cinema chains in Russia, has been a key player in the cinema industry since 1998. The chain boasts 35 modern cinemas in Moscow, St. Petersburg, Krasnodar, Murmansk, Novosibirsk, Syktyvkar, Ryazan and Novokuznetsk. This network runs under two different brand names: ‘Formula Kino’ and ‘Kronverk Cinema’. The shareholder of both brands is investment company A1.