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Many movie theaters are using Alpha
and AlphaVision signs to display show
times and to direct patrons to the appropriate movie hall. This case
study describes how displaying up-to-the-minute show times and directional
information on Alpha signs improves
ticket and concession sales, reduces labor costs changing signs, reduces
the need for ushers, improves employee morale, improves customer satisfaction,
and gives a modern appearance to the theater.
Desert
Star Cinema
Wisconsin Dells, WI
Case Study document,
including hardware-software connection flowchart - (PDF 1.3 MB)
Customer Need:
The Desert Star Cinema is a 10-theater multiplex. Scott Sklenar,
Operations Manager for Desert Star describes how Alpha LED signs
have become essential to his business. Alpha LED signs are now
“part of our way of doing business, to improve operations, and to be
consistent with our image to the public of providing a modern system
for their entertainment.”
Solution:
Desert Star Cinema installed 14 Alpha™ LED signs and
Simply Theatre Signs (STS) software that updates the information
on the signs. The STS software is integrated with Desert Star’s Venue
point of sale software. Signs and messages include:
- Box Office Signs: Two AlphaVision signs list all movie
titles, movie ratings, and show times.
- Directional Signs: Two AlphaVision signs list movie titles
and show times for movies down the hall.
- House Signs: Ten one-line Alpha signs are mounted on the
ceiling perpendicular to auditorium doors and display movie titles
and show times for each auditorium. The signs can be viewed from
some distance down the hallway, directing customers to the correct
auditorium. Between movies, the House signs display concession advertising,
“Closed for Cleaning” type messages, and other anouncements.
Benefits:
- Higher concession sales - The Alpha signs have increased
concession time due to improved traffic speed. According to Scott
Sklenar, “The signs keep the audience moving by providing the information
our patrons need to get to the right auditorium in time. Typically,
customers arrive 15 minutes prior to the show. There are only so many
minutes we have to sell concessions to the customer. When customers
have the movie information they need, they have more time to spend
at concessions.”
- Reduced labor costs - "We don't have to update the signs, and
we don't have to direct patrons to their seats." Alpha
signs and automated sign software save time and labor by eliminating
the need to change movie titles and show times on signs manually.
The signs and software do our job for us automatically. According
to Sklenar, “The software is extremely beneficial to our managers
on Thursday nights - the night the movie titles change. All they have
to do is turn it on... it’s all electronic. It’s just super.” In addition,
the signs give the Desert Star “the ability to direct the audience
to the right auditorium without ushers.”
- Simplifies purchase decision because of superior products - “After
investigating other LED signs on the market... yours is a superior
product... with the contemporary design and removable cubes. Your
product fits right into our décor and stands out from the products
we’ve been shown,” said Sklenar, who added, “This was the easiest
software to use.”
- Raises comfort level because of excellent support - Sklenar added,
“Now, long after the sale has been made, the service continues...
You just don’t find employees that take such pride in their work every
day. This made a lasting impression on me!”.
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