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

The one known as 'Times Square' in Madrid, in the central Plaza de Callao, It has two new giant digital screens from the manufacturer LG, with the collaboration of Telefónica as technology provider, on the facades of these emblematic cinemas.

The people of Madrid Callao Cinemas They have just launched two new giant digital screens, replacing those located until now on its facades, 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 Telefónica, as a technology provider, and of LG as a manufacturer of visual equipment.

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

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

Some digital media that have now changed with an innovative LED digital screen solution, “with the highest resolution in all of Europe to place Madrid among the most innovative capitals in the world, on par with other international enclaves, like new york, London or Hong Kong, “References in the global 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 contributing to the digital transformation of Madrid, from places as emblematic of the city as Gran Vía and Plaza de Callao”.

Higher resolution and lower power consumption

With dimensions of 102 m2 (Callao Square) y 130 m2 (Gran Via), The new supports have cutting-edge LED technology, with a pixel pitch of 6mm, which means practically doubling the resolution of the images. A resolution that in the case of the Callao 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 bits) and the brightness level improves by more than a 70% with respect to the previous screens.

With these features, The new Led screens located on the Cines Callao screens offer images with greater clarity and quality, also ensuring the emission of their original color.

In addition, Images have more contrast and luminosity (6.000 nits) and with a high refresh rate (4.000Hz), which allows obtaining a flicker-free image when photographing the broadcasts carried out on these systems.

Added to this 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 latest generation technology already incorporated into the screens: interactivity, augmented reality and live broadcasts.

A film story

built in 1926 by Luis Gutiérrez Soto, The historic Cines Callao building is the greatest exponent of art deco architecture in the capital. It was inaugurated as a movie theater on 11 December of that 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, he 13 June 1929, and also the first filmed in Spanish in Hollywood, The body of the crime, he 21 May 1930.

Setting of the most important film premieres of all time, for the red carpet Great stars of film and music from recent decades have paraded at the Callao Cinemas: Tom Cruise, Will Smith, Brad Pitt, Rihanna, Bradley Cooper, Daniel Craig, Richard Gere, Jennifer Aniston, Salma Hayek, Antonio Banderas, Elsa Pataky, Mario Casas and Penelope Cruz, inter alia. 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 large-format outdoor digital screens..