Omnivex Corporation’s Moxie software is being used in over thirty Broadway theatres to manage content on digital screens through the facilities. The three major Broadway theatre owners (The Shubert Organization, the Nederlander Organization, and Jujamcyn Theatres) recognized the opportunity to communicate with Broadway theatergoers in a more clear and consistent way by creating the new “InTheatre Network.” Through the network, Broadway is able to bring a new sense of energy to the theatres as well as to drive theatergoers’ excitement and anticipation of seeing a show.
As part of this collaborative effort, The Shubert Organization is hosting the Moxie digital signage server, which allows all Broadway users to employ Shubert’s sophisticated IT infrastructure and technical aptitude, reducing their need to have these resources in-house. Moxie software gives the venues the ability to manage their own digital signage content, but share in the joint InTheatre Network branding and technology. The system also gives all administrators access to shared media assets to promote Broadway productions as a whole.
The theatre lighting and audio on the digital screens are now linked, which allows the theatres to turn off the audio on all of the screens when the lights are dimmed for show time, all with the flick of a switch.
“Omnivex Moxie was selected for its ability to permission user groups, its graphic capabilities, and for its ability to consolidate other theatre functions into one system,” said Jennifer Tattenbaum, director of Interactive Services, The Shubert Organization.
Phase One of the deployment currently includes over 35 screens on the network in 20 theatres. Each of the theatre companies has an in-house content administrator to remotely manage the content on the screens in the theatres owned by that company. This not only ensures that each company maintains control over their branding and messaging, but also allows them to incorporate the shared Broadway media assets.
The digital screens are located inside the theatres and box office lobbies and are promoting upcoming shows, service information (such as locations of restrooms, show times, run time of shows, etc.), and dynamic messaging.
“The addition of the digital signage has provided the theatres with a new vibe and a move to modernity,” said Tattenbaum. “The deployment has been very successful and has led us to begin to update all aspects of our communications.”
The next phase of the project will include additional screens on the network, placing screens on the exterior of the theatres, and making the system more interactive by allowing guests to send text and picture messages to the screens through their mobile devices. Shubert also hopes to attract additional theatre companies to join the InTheatre Network.
Photos courtesy of Omnivex Corporation.
