Adlabs Cinemas, the film exhibition arm of Reliance ADAG group has tied up with SureWaves for content delivery to the digital LCD screens present in Box Office, lobby etc, reports Afaqs. Not to be confused with Digital Cinema, in which the film itself is distributed to the cinema theater screen. Here, it’s the screens, outside the actual theaters, that will be powered by SureWaves; technology. These screens will be used for promotions, advertising and ticket availability information.

Through the use of this technology, content delivery can be monitored through a centralized location to geographically diverse screens. The technology will be implemented in more than 150 screens across 12 Adlabs Cinemas.
Tushar Vyas, chief marketing officer, SureWaves, says,

“We provide solutions on the SaaS (Software-as-a-Service) model and we also provide additional upgrades as part of the long term relationship and customisation as per client requirements. Adlabs was looking for a solution to manage its digital displays, which allow customised look and feel, and complete control. We also provided integration with the ticket booking system and tools to manage content from a central location, where each of the screens is addressable from the central location.”

LCD screens have been present in Adlabs theatres. However, these were not centrally addressable from a single point.
If successful, this can be expanded to the rest of the screens, plus the OOH advertising initiative of Reliance.
This will be an alternative revenue stream(via ads) for Reliance Adlabs. (I’m not sure if that will be used to lower the prices of Popkorn. . Although, I wouldn’t mind .

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