Transforming the cinema experience with digital signage

Welcome, inform, captivate: Digital signage enhancing the cinema experience

In modern movie theaters, audience expectations go beyond screening times and posters. Cinemas must go further to attract, engage, and retain their audience. The in-theater experience no longer relies solely on the film itself but also on everything surrounding it — from the welcome and ambiance to signage and services.

In this context, digital signage has become a strategic tool. It transforms every space - from lobbies to queues, snack counters to theater entrances - into a strong, immersive, and responsive communication touchpoint. Screens are no longer passive displays: they support a fluid and cohesive viewer journey while boosting comfort and clarity.

Informing, guiding, engaging: The many roles of digital displays

Multiplexes have high and ever-changing communication needs. At the entrance, digital signage can show:

• Up-to-date showtimes

• Theater maps and wayfinding

• Last-minute announcements

Near box offices and kiosks, screens can promote:

• Currently playing or soon-to-start shows

• Targeted trailers and promotions

• Flash offers for snacks or tickets

In waiting areas or lobby zones, digital displays enhance the ambiance by showcasing teasers, upcoming premieres, or sponsor messages - contributing to a richer, more modern cinema experience.

The Kinepolis example: cohesive, scalable display management

Kinepolis, a major cinema group operating across several European countries, uses Zebrix to manage digital signage in its multiplexes. With Zebrix, the group remotely controls all digital screens across locations while enabling local teams to tailor content based on each site’s specifics.

For example, snack menus or schedules can vary per location while maintaining a consistent brand image. The Zebrix interface allows the central marketing team to oversee national campaigns and gives cinemas the flexibility to adapt messaging in real time — a crucial asset for large networks seeking both unity and agility.

Click here to discover the case study.

Why Zebrix is tailored for the cinema sector

Zebrix is a cloud-based digital signage platform designed for multi-site environments. In cinemas, it enables:

• Centralized remote management of all screen types (lobby, box office, concessions, exits)

• Time-based scheduling of content according to showtimes or daily events

• A user-friendly interface requiring no technical expertise

• Integration of widgets like weather, social media feeds, or video streams

Screens controlled via Zebrix can also display timed content, such as lunch offers, early-bird promos, or festival highlights — ensuring relevance and engagement throughout the day.

Streamlining guest welcome and day-to-day operations

Waiting times at cinemas often lead to repeat questions:
“When does this movie start?”, “Where do I queue for tickets?”, “What are today’s snack deals?”

Digital signage answers these proactively, reducing friction and lightening the workload for on-site teams. Positioned strategically in high-traffic areas, screens help clarify:

• Entry and queue instructions

• Snack bar promotions

• Ongoing or upcoming showtimes

Thanks to Zebrix, content updates are centrally managed, reducing on-site intervention while maintaining alignment with national campaigns or special screenings.

Optimizing every step of the viewer journey

Every touchpoint — from entrance to auditorium, from queues to concessions — is an opportunity to inform, engage, and elevate the guest experience.

With digital signage, cinemas can make those moments more fluid, engaging, and profitable. Whether highlighting seasonal promos, reminding visitors of exclusive previews, or simply improving navigation, Zebrix empowers cinema networks with:

• Real-time content management

• Customization by site or region

• Synchronization between screens for immersive displays

• Enhanced brand consistency across the board
  
  

👉 Curious how Zebrix already supports industry leaders like Kinepolis? Request a personalized demo and explore how digital signage can elevate your theater's experience.