ODEON Leicester Square

Cinema, Digital Signage, Dooh, Hospitality

Beaver Group has worked with NEC Display Solutions to install one of the largest displays of its kind in a public square, an LED display measuring 107 square metres, on the facade of the ODEON Leicester Square in London’s West End. The huge display, the size of half a basketball court, replaces the previous paper poster board and is flanked by two further 18 square metre LED displays in one of the UK’s most prominent locations, which welcomes more than 90 million tourists every year.

A project of this scale breaks new ground and its achievement is testament to the successful collaboration of all parties involved and the product innovation delivering an adaptable, high quality solution. Now presenting an engaging Premiere experience for visitors to London’s home of entertainment, NEC’s impressive LED display at the ODEON Leicester Square is equally deserving of the red-carpet treatment at the 2014 AV Awards.

ODEON and UCI Cinema Group is the largest cinema operator in Europe. All of its theatres across Europe have, over the last five years, upgraded to NEC digital cinema projectors, ensuring that ODEON can deliver the quality experience modern film enthusiasts expect. ODEON plans to extend this digitisation from the projector room into front-of-house, to bring more digital signage and self-service kiosks into theatres, and this recent installation at its flagship Leicester Square venue is the first of its kind.

Leicester Square underwent significant redevelopment in the run up to the London 2012 Olympics, enhancing its function as a backdrop for film premieres whilst retaining the Square’s historic character. The new screens further this redevelopment, bringing together the heritage of ODEON’s long-standing presence in the square with the most impressive and engaging displays possible.

We are really excited to launch the new LED screens at ODEON Leicester Square. It is an iconic film destination that has become synonymous with red-carpet film premieres, so we are thrilled to be able to move the premiere experience into the digital age with these state of the art LED screens.

Andy Edge, Commercial Director at ODEON

The new screens will allow ODEON Leicester Square to instantly change what is displayed, eliminating the need to regularly hire traditional ‘cherry picker’ lifts to change what is displayed on the poster boards, making the screens a more environmentally friendly alternative to displaying posters.

The new screens also divide into multiple displays, allowing ODEON to screen different content simultaneously, a feature which will be utilised during premieres where live film footage of the red carpet can be screened alongside clips of the film.