Callao Cinemas renews its digital screens in favor of image quality and Led efficiency

The so-called 'Times Square' in Madrid, in the central Plaza de Callao, has two new giant digital screens from the manufacturer LG, with the collaboration of Telefónica as a technology provider, on the facades of these iconic cinemas.

The people of Madrid Callao Cinemas two new giant digital screens have just been released, replacing those located until now on its façades, as part of the commitment of its managers to innovation and the digital transformation of the city that has been possible thanks to the collaboration of Telephone, as a technology provider, and LG as a manufacturer of visual equipment.

Located in one of the most emblematic buildings in Madrid, with more than ninety years of history, the Callao Cinemas have always been linked to great cinematographic milestones and technological innovation, as it has collected in its information Digital AV.

Eight years ago, in 2011, They were the first cinemas to replace the traditional posters announcing the films being screened with two large-format digital screens, in which cultural and commercial content is broadcast, that in 2017 incorporated augmented reality technology, thus combining the real image of the square with virtual elements with which passers-by could interact.

Digital media that have now changed with an innovative solution of Led digital screens, "with the highest resolution in all of Europe to place Madrid among the most innovative capitals in the world, at the level of other international enclaves, like New York, London or Hong Kong, benchmarks in the world panorama of large-scale digital outdoor advertising", they point out in their statement.

As Josué Reyzabal explains, CEO of Callao City Lights, company that manages the Callao Cinemas, "With these two new screens we exponentially improve the quality of the images broadcast and continue to contribute to the digital transformation of Madrid, from places as emblematic for the city as Gran Vía and Plaza de Callao".

Higher resolution and lower power consumption

With dimensions of 102 m2 (Plaza de Callao) and 130 m2 (Gran Vía), the new stands have state-of-the-art LED technology, with a pixel pitch of 6mm, which means practically doubling the resolution of the images. A resolution that in the case of Callao's screen is 1,696×1.664 Pixels, and in Gran Vía it stands at 2,144×1.664p.

Other improvements are that the contrast of the images is tripled, Increases color depth (16 Bit) and the brightness level improves by more than a 70% compared to previous screens.

With these characteristics, the new Led screens located on the screens of Cines Callao offer images with greater sharpness and quality, also ensuring the emission of the original color of the same.

Likewise, Images have more contrast and brightness (6.000 Nits) and with a high refresh rate (4.000Hz), which allows obtaining a flicker-free image in the photographing of the broadcasts made in these systems.

In addition, there is permanent control of the broadcast and real-time monitoring of the content, along with its greater energy efficiency. Improvements, all of them, that contribute to reinforcing the values and qualities of the state-of-the-art technology already incorporated into the screens: interactivity, Augmented reality and live streaming.

A history of cinema

Built in 1926 by Luis Gutiérrez Soto, the historic Callao Cinemas building is the greatest exponent of art deco architecture in the capital. It was inaugurated as a cinema on 11 of December of the same year, with the broadcast of the film Luis Candelas, the bandit of Madrid.

Always at the forefront of culture, it was the first cinema in Spain to broadcast a sound and spoken film, The Jazz Singer, the 13 June 1929, and also the first shot in Spanish in Hollywood, The body of the crime, the 21 May 1930.

Setting for the most important film premieres of all time, for the Red carpet of the Callao Cinemas have paraded great stars of cinema and music of the last decades: Tom Cruise, Will Smith, Brad Pitt, Rihanna, Bradley Cooper, Daniel Craig, Richard Gere, Jennifer Aniston, Salma Hayek, Antonio Banderas, Elsa Pataky, Mario Casas and Penélope Cruz, among others. An activity to which in recent years it has added the celebration of events of all kinds and the exhibition of cultural and commercial content on outdoor large-format digital screens.

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