4 minute read
The Magic of the Cinema
NCG Cinema’s Lighting Upgrade Aims To Wow Audiences
By Parker Allen
The COVID-19 pandemic brought lasting changes to many industries. Some, like online delivery services, thrived while others faced major setbacks. The movie theater industry struggled as viewing habits shifted toward at-home entertainment. Compounding the challenge has been the rapid rise of streaming services, which continue to compete with traditional cinemas.
Although moviegoers have slowly started returning, theater attendance has not fully rebounded. According to Advan, a research firm that tracks foot traffic data across multiple sectors, movie attendance in January 2024 was still down 33% compared to 2019.1 The habit of enjoying movies from the comfort of home has proven hard to break.
In response, theater operators are investing in ways to highlight the advantages of the in-person cinema experience, such as:
Unmatched picture and sound quality via high-performance AV systems and immersive visuals.
The collective energy of a shared audience experience, enhanced by the absence of distractions
Previews that build excitement for upcoming films
Opportunities for socializing and spending time with friends or loved ones
Jeremy Curtis, Executive Officer of Customer Experience & Technology at NCG Cinemas, is one of many in the industry working to capitalize on these strengths—and to go further by delivering what he calls a true “wow factor.”
The NCG Cinema in Peachtree City, in the southern metro Atlanta area, opened in 2011 and features both digital and 3D theaters. As part of a broader renovation effort, the theater recently underwent a lighting transformation designed to elevate the overall moviegoing experience.
LIGHTS, CAMERA, ACTION!
Curtis recognized that creating a memorable experience had to begin the moment guests entered the auditorium—not just when the movie began. The vision for the renovation included a modern lighting system that could deliver that memorable experience that guests seek.
“We wanted the lighting system to help tie the overall presentation of this new auditorium together by providing subtle, but dynamic, lighting,” said Curtis. “The lighting needed to create a ‘wow-factor’ for our patrons as they entered the auditorium to signal that they were about to experience something special.”
Before the upgrade, the theater used can lights and 2x4 fluorescent troffers (see page 19), fixtures that Curtis felt were outdated and didn’t reflect the premium atmosphere he envisioned. His team set out to find a lighting solution that combined sleek, contemporary design with advanced functionality.
LIGHTING A PATH FORWARD
The new lighting system includes linear LED fixtures – Tivoli’s Tivobar – mounted directly into the ceiling grid, replacing the existing cross tees with an integrated, multi-level lighting setup that delivers clean, uniform illumination throughout the space. These fixtures are offered in multiple color temperatures (3000K to 4500K), provide an 80+ CRI, and work with intelligent building controls to meet modern energy-efficiency standards. They are also rated for 50,000 hours of performance with dimming capabilities.
Flexible Trace linear fixtures were also installed to highlight architectural elements and create colorchanging effects. Designed for both straight and curved applications, these fixtures offer static, RGB, RGBW, tunable white, and pixel-chasing options, with consistent brightness and zero voltage drop for a smooth, uninterrupted glow.
To further enhance the IMAX auditorium, the theater added two additional lighting systems for functionality and visual impact. One is a low-profile aisle and stair lighting system with a tamperresistant housing and hidden directional lens. It provides discreet illumination in multiple color options and includes a stair-nosing feature with reflective edges for added safety.
The other is a floor-mounted LED row indicator system, which helps guide guests to reserved seating. With its edge-lit lettering and high-
contrast visuals, the system is easily readable without disrupting the theater’s ambiance. Custom fonts and alphanumeric configurations ensure compatibility with a variety of seating layouts.
“We were impressed with the quality and functionality of the lighting products, as well as the customer service and support we received from Tivoli throughout the project,” said Curtis.
The result? A dramatically improved environment that guests have noticed—and praised. One patron described the new IMAX auditorium as “the perfect atmosphere for a relaxing movie outing,” adding that it made for an exceptional experience and ensured future return visits.
By prioritizing the in-theater experience, NCG Cinema in Peachtree City is demonstrating that with the right enhancements, the magic of the movies is still very much alive.
https://advanresearch.com/mobility-insights-blog/a-look-into-movietheater-attendance-post-pandemic/
