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Holovis launches Extended Cinema division to put magic back into movie theatres


With its new Extended Cinema (XC) division, Holovis is to apply its technology design expertise to the cinema market. In the process it hopes to create a new out-of-home, location-based entertainment category, bringing benefits to both movie-goers and cinema operators.

Whilst audiences are often captivated by the action on-screen, sometimes the movie theatres in which they watch the latest Hollywood blockbusters can be a little uninspiring. Holovis plans to use interactive, immersive and event-enabling technologies to make going to the movies more of an event again. At the same time it intends to drive additional revenue steams for cinema owners.

The XC experiences are designed to connect with audiences before, during and after the film itself, creating additional brand partnership and sponsorship opportunities. These include:

  • Lobby experiences. Interacting with cinema goers from the moment they arrive and generating additional monetisation opportunities.
  • Preshow and audience interactivity. Maximising on screen engagement with interactive experiences that make customers want to take their seats.
  • 4D theatre spectaculars. Immersing audiences in a multisensory adventure with motion perfectly synced to the media. Special effect options include splashes of water, gusts of wind, scent and physical prods – all designed to complement the film on-screen.
Heather Blair (left) and Hayley Kenney launch thew new Extended Cinema division
Heather Blair (left) and Hayley Kenney launch Holovis’ new Extended Cinema division

Cinema expertise

The new Holovis venture is being headed up by Heather Blair. The former vice-president of MediaMation will serve in the same position at Extended Cinema and brings with her three decades experience in the entertainment industry, including a significant track record in 4D, cinema and motion theatres. Blair will be supported by Hayley Kenney, a business development engineer at Holovis.

“From the moment we met Heather and gained a deeper understanding of the state of the cinema market, it was clear that there is a strong synergy between the experiences we are creating for attractions and the needs of movie theatres,” says Holovis CEO, Stuart Hetherington.

“All our solutions are scalable, self-sufficient in operation and configured for the exact needs of the market,” says Blair. “Our multifaceted team allows us to provide a full turnkey solution, from media and content creation through to software configuration and engineering design and delivery. The operator can regularly layer new content and customisable variations, whilst obtaining real-time data analytics and behavioural feedback.”

In addition to a dedicated website, Holovis has also created a presence for Extended Cinema on Twitter, Facebook and LinkedIn.

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Owen Ralph

Owen Ralph

As a Lead Features Writer for blooloop, Owen brings with him two decades of experience covering the amusement and attractions industry for trade publications, including World’s Fair, Coinslot International, Kirmes & Park Revue and Park World, where he spent 15 years as Editor. He is currently a member of the IAAPA EMEA Education Subcommittee.

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