Cine Callao celebrates on its DooH screens and with AR technology its 90 years dedicated to celluloid

With a great party and paying tribute to the seventh art, This emblematic Madrid cinema has transported the public from the central Plaza de Callao to the years with augmented reality techniques. 20, emulating a silent film, and has shared with them his 90 years dedicated to this industry with video games and interactive messages through its outdoor screens.

Ninety years dedicated to the film industry and with an innovative vision. This is how the philosophy of Cinema Callao could be defined, built in 1926 by Luis Gutiérrez Soto and located in the central Madrid square from which it takes its name, that has known how to reinvent itself and find a way out of the movie theater crisis with help, among others, of new visualization technologies to connect with the public.

And with this vision, The emblematic cinema has celebrated this anniversary by paying tribute to the celluloid industry and using its large-format outdoor screens located in the Plaza de Callao to involve all citizens, who, thanks to the augmented reality technique, seemed to be in the time of happy years 20, emulating a silent film.

Since the year 2011, Cine Callao has been one of the first to deploy large-format outdoor LED display technology on its two facades, as a reinforcement of culture and its cinematographic offer by celebrating important premieres and events of all kinds, as well as digital advertising as part of your income, who manages the company Callao City Lights (more information at Digital AV Magazine).

These digital media, with bidirectional connection to interact with passersby in the Plaza de Callao, has been used on this cinematographic birthday so that they participated in an online game of questions about cinema through their mobile devices and social networks through an app created for this occasion that will be active until the next 31 December.

Well-known figures from the world of cinema and entertainment have also gathered inside the cinema to celebrate this anniversary., with an event presented by Carlos Sobera and the projection of a commemorative video of the 90 years of history of Callao Cinema, in which figures from the film industry, as film director Chus Gutiérrez, producers Enrique Cerezo and Enrique López-Lavigne, and the actress Terele Pávez, inter alia, They review the important role of this theater in the history of Madrid cinema, as well as the presentation of its new corporate image.

Attendees have also been able to take photos with some of the most popular characters and faces in the history of cinema who wandered around the room., como Marilyn Monroe, Darth Vader, the Marx Brothers, Audrey Hepburn, Humphrey Bogart, Indiana Jones or the character played by Uma Thurman in 'Kill Bill', who posed with the guests at the party, in which there was no shortage of music from well-known film soundtracks performed live by the band Spring Cuartet, plus a huge birthday cake.