Barco is a global technology company based in Belgium, which specializes in the development of products and software in healthcare, enterprise, and cinema. Barco identified two trends affecting the exhibitor market: Increased demand for differentiating premium experiences and the need for operational efficiencies in mainstream cinemas. They decided to spin-off their market-leading cinema division and create a new joint venture with two international industry partners based in China.
The new company would focus on a combination of innovative cinema solutions, flexible financing and a comprehensive service model that enables exhibitors to focus on engagement with moviegoers while simplifying technology and operations.
A&P were brought into brand and activate the new venture.