Cinema Paradiso

The summer outdoor cinema brings big crowds each week

Business Benefits

The crowds bring a boost to local trade

In Action: Spinningfields - The Cinema

LED Screen installation for public space at Manchester's Spinningfields development.

Spinningfields, an award-winning development in central Manchester, has been transformed into an open air cinema, thanks to an LED screen from ADI.

The Virtuality LED screen has been installed in Hardman Square, which has been developed to create a public space where people can relax on the landscaped lawns with refreshments from the surrounding bars and restaurants. The screen shows a mixture of news and current affairs channels and also has an extensive programme of major sporting and cultural events as well as a weekly film night on Thursday evenings.

Programming

Rather than worry about purchasing or creating bespoke programming for the screen, Spinningfields have opted to use the screen for a mixture of sports, movies, news and family entertainment. Unlike the BBC screens in a number of UK city centres, Spinningfields are not restricted to showing only BBC channels, allowing them to broadcast some of the key summer sporting events, such as test cricket, Formula One, Wimbledon and Royal Ascot.

Classical music fans are also catered for with a variety of concerts including the full summer proms programme, whilst during other times, the screens show free-to-air news programming, creating a relaxed atmosphere in the square. The screen also runs promotional content, for the local businesses and events around Spinningfields.

Film Nights

On Thursday nights, the area transforms into a giant outdoor cinema, with a different movie shown each week from an eclectic line-up including cult classics and family movies. Spinningfields generate additional income through concessions sales as well as hire of deckchairs and picnic blankets, whilst surrounding bars and restaurants also do brisk trade.

Local Businesses

The new screen has been welcomed with open arms by the bars and restaurants that line Hardman Square, as it incentivises people to spend time in the Square, particularly for long sporting events such as the Ashes or Wimbledon. Film nights bring an even bigger increase in trade, with crowds of over 1,000 for Thursday evenings over summer providing obvious financial benefits for both local businesses and for Spinningfields.

Customer Comment

"We were pleasantly surprised at the speed in which ADI they were able to put together a solution.

"Because we are using the screen to broadcast live television and movies, the content is always fresh and relevant. The film nights have been a roaring success, whilst sporting events such as Wimbledon have also proved popular.

"We're very happy with the screen thus far and reaction has been overwhelmingly positive. It's definitely being seen as a welcome addition and there's a real buzz around the city about it as the word spreads. It's already driving the public to the area, either for specific events or just to relax with their friends and enjoy a drink."


Following the success of the Hardman Square screen, Spinningfields have contracted ADI to provide further LED signage solutions for The Avenue luxury retail quarter. You can read about this here.

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