Cinema City

Today, the cinema experience goes far beyond the screening room. The customer journey begins well before the film starts and includes multiple key touchpoints, from the entrance and waiting areas to food and beverage outlets.

Cinema City, the largest cinema chain in Central and Eastern Europe, has been developing its digital communication environment for years. The solution we developed enables centralised management of digital signage content and infrastructure across multiple countries simultaneously.

The key challenge was to create a digital communication system that would replace traditional, static content displays and enable efficient communication management across a geographically dispersed, international network.

Cinema City needed a solution that would allow promotional materials, film trailers, sales messages and food and beverage content to be deployed quickly, while maintaining full control over playback and ensuring high infrastructure reliability.

It was also important to create an environment that would not only inform customers but also enhance their experience and support sales and brand‑building activities.

The Signio ecosystem became the foundation of the project, enabling centralised content and playback management across the entire Cinema City network. The system adapts content to specific locations, schedules, film programmes and predefined scenarios, allowing communication across multiple countries to be managed from a single platform.

The rollout covered over 10,700 devices and thousands of LCD and LED screens across eight countries: Poland, the Czech Republic, Slovakia, Hungary, Romania, Bulgaria, Israel and the United Kingdom (Cineworld). The combined length of the screen installations exceeds 4.5 kilometres.

The project also includes content production and management. Working with Cinema City and film distributors, the Nanovo team has created hundreds of animations and other creative assets tailored to non‑standard screen installations.

Operational efficiency: The project enabled centralised communication management across the international cinema network, ensuring full control over playback and high infrastructure availability. The average SLA level is 98.1%.

Sales support: Content can be tailored to film schedules, locations and ongoing promotional activities, supporting ticket sales, food and beverage sales, and partner campaigns. The project also laid the foundation for the development of retail media activities and the monetisation of digital spaces.

Brand positioning: The implementation created a more consistent cinema experience. Digital communication accompanies visitors at different stages of their journey, strengthening their connection with the brand before they even enter the screening room.