Smart Look advertising agency, as the project manager, took care of the Oktyabr lobby design by employing digital media. Big Screen Service supplied the MicroTiles and ETC Russia created the content.
Two areas of the cinema theatre featured MicroTiles module digital displays. The main video wall installed on the first floor comprised 41 MicroTile modules. There, on the non-standard screen, scenes from the film were displayed accompanied by the original Daft Punk soundtrack and dynamic, bright images tuned the visitors into the anticipation of an interesting show.
Natalia Valieva, Smart Look general director comments, "For this film premiere The Walt Disney Company aspired to use the most advanced and technological features to create the feeling of immersion into the virtual world. Christie MicroTiles is the right tool for the solution - fantastically bright, next to 'live' images makes the viewers notice them and the ability to configure the screen into any shape allows the implementation of many creative ideas. For this reason, the display modules were decided upon for the project."
Video files were displayed in .mov format with Full HD resolution aided by an external control unit (ECU) using Mac Mini as the signal source.
The display modules were incorporated into the existing architecture of the premises, positioned as decoration for the three pillars of the lobby at the entrance to the cinema theatre on the second floor. Each pillar consisted of six display modules used to show Tron: Legacy excerpts. The video files were also shown in .mov format but with 360x1620 resolution.
Andrey Efarov, ETC Russia technical director, noted, "The obvious advantage of the new display technology is its outstanding features both in colour rendition and resolution. Moreover, the structure appears to be practically seamless at that. One more factor of high importance is a wide viewing angle - a very valuable feature in places where many people get together."
ETC Russia specialists prepared special structures to install the MicroTile modules - a wall for a large screen and some special frameworks for the pillars. "The Low weight of the module displays made it possible to make the structures fairly light and the delivery and installation, naturally, was easier for us. This is a very important factor for successful rental solutions. We hope that the viewers who attended the film show felt overwhelmed with bright emotions even before entering the cinema hall."
Adil Zerouali, Christie regional director in Eastern Europe and Russia, notes, "MicroTiles today are the most advanced solution for tasks of this kind - they enable creative staff to avoid standard solutions of rectangular screens, making instead unique frameworks for each new project."
(Jim Evans)
