SEEING THE BIGGER PICTURE George R Vaughan hen I was growing up as a child the escapism of cinema was one of my most exciting pleasures. My love of movies was enhanced by seeing my favourite heroes and most fearsome villains all brought to life on giant screens in wonderful, vibrant colour. Some of the greatest luminaries of modern film wax lyrical about the impact a large screen can have on entertainment. “The big screen is the only screen,” said movie legend, Michael Caine, whilst iconic director Steven Spielberg is on record as proclaiming that, “The big-screen experience is not to be missed. Nothing compares to it.” Star Wars without the big screen is a little like putting on a firework display with indoor fireworks.
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It’s a screen, Jim, but not as we know it When it comes to venues and stadiums, the same approach can be because just like cinemas, they are destinations for those seeking to be entertained and they increasingly rely upon cutting edge technology to supplement the experience of their customers and fans. Huge LED screens bring another dimension to every concert or major sporting event, delivering the 120
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“WOW” factor in parallel to the exciting events played out on a stage, cricket ground or football pitch. Most modern stadiums embrace LED and IPTV to inform, engage and enhance the core proposition but in today’s world of AI driven initiatives, these displays are now being used to facilitate so much more than just content. They have become an integral part of the storytelling journey. Revenue generation, event production, marketing and the transformation of a space through dynamic and immersive content have all elevated the importance of big screen displays. Arguably, they now represent one of the top five technology considerations that every new venue needs to budget for as part of their construction plan. In addition, older venues and legacy stadiums can transform tired spaces through outdoor LED and big screen installations, breathing new life into concrete structures that would otherwise struggle to deliver on the expectations of a modern audience. The days of physical banners that need to be swapped out, always at considerable cost, for each match or concert are slowly being put behind us as we seek to explore more sustainable and creative alternatives. With all that said, once the screens are in place, they are little more than giant information boards without
the right content to run through them. You can have the most impressive, enormous displays in your stadium but if they are not being fully utilised with creative content then they fall short on their potential. It’s a little like buying a sports car only to never take it out of second gear. Every detail matters When assessing what a big screen can be utilised for there are a general set of initiatives that can be explored and measured against. These include: • Enhanced Viewing • Architectural Integration • Fan & Customer Engagement • Event Production • Brand Visibility • Integration with social media • Improved Event Day experience • Advertising and Revenue Generation However, alongside these key points, perhaps the single most important aspect must be to get a clear directive from the customer around their expectations, to ensure that everyone is aligned when