Giving premieres the wow factor


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Iconic venue

Beaver Trison 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.

Engaging premiere experience

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.

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 software solution

All the Beaver Trison solutions run from the software solution and are easily adapted whenever needed by the Odeon team, for special events such as premieres and private parties.

In 2018 the Odeon Leicester Square underwent a large scale refurbishment, but internally and externally. The existing large LED displays were kept in place, with some new displays added.

There were high-bright poster displays installed to the outside of the building, showing promotions and trailers at street height for passers-by. Internally, there are a number of other solutions in place, such as a large video wall next to self-order kiosks.

Go up the escalator and you will see the impressive “Heritage Wall”. These displays are built into a mirrored wall - so they are invisible until showing content. What they show is a collection of videos and photos from the history of this iconic cinema.