(photo by Michael Dequina)
Per years-long tradition dating back to the days it was called ShoWest, lunchtime for Day 2 of CinemaCon marked the grand opening of the trade show floor and demonstration suites, where vendors peddle the latest in technology, food products, seating, and other products of interest to motion picture exhibitors. As usual, all registered convention attendees were welcome to wander the aisles at the Julius and Augustus Ballrooms at Caesars Palace, as well as some technology companies' adjacent, larger demonstration suites, on their own. But in a surprise, and rather welcome, move by the new regime at the National Association of Theatre Owners, a special guided tour of a varied selection of vendors was held for press by NATO President and CEO, Michael O'Leary. While only a small taste of the types of the products and companies that show up at the convention every year, it was another nice move for NATO -- following yesterday's Global Cinema Foundation press conference -- to make a concerted effort to shine a media spotlight on a veritable cornerstone of the entire convention that barely gets any official coverage. Below is video of highlights from O'Leary's rather wide-ranging tour, which covered eight vendors: technology companies Barco and Dolby; Coca-Cola; Encore Performance Seating; popcorn bucket maker (yes, including the infamous one for Dune: Part One) Zinc Group; video game company VR 360 Action; cotton candy machine maker Sweet Robo; and handheld food company Buddy's Kitchen.
Not long after the tour concluded, I did my usual personal rounds for a closer look at this year's offerings. First, down the escalator to the Julius Ballroom, which, as usual, is dominated by food and drink offerings.
(photo by Michael Dequina)
(animated photo by Michael Dequina)
(photo by Michael Dequina)
CinemaCon Cola Wars, 2024 edition, Part 1:Coca-Cola trade show display,
once again having the largest trade floor footprint.
Let's take a closer look here,
after the brief overview
given during O'Leary's tour for press.
(photo by Michael Dequina)
So large is the Coca-Cola space,there are now booths for business meetings.
(photo by Michael Dequina)
Display devoted to Coca-Cola's long-runningRefreshing Films competition program,
where film students from universities nationwide
create a Coca-Cola-themed short film
that could be played in cinemas across the country.
(photo by Michael Dequina)
CinemaCon Cola Wars, 2024 edition, Part 2:PepsiCo's display,
which is the same size as most recent years.
(photo by Michael Dequina)
American Licorice Company, who makesnack bar favorites Red Vines and Sour Patch
(photo by Michael Dequina)
Mars, Incorporated trade show space,always the second largest behind Coca-Cola
(photo by Michael Dequina)
Given how Kernel Season's popcorn seasoninghas become a common sight at cinema concession stands,
it's kind of surprising that this year marks
the company's trade show debut.
(photo by Michael Dequina)
A notable exception to the dominantfood and drink presence in this room is
VR 360 Action, as seen during O'Leary's tour.
(photo by Michael Dequina)
Now an escalator up to the Augustus Ballroom, which is traditionally dominated by tech-oriented companies.
(photo by Michael Dequina)
A better look at the entrance toDolby's typically expansive floor space,
which was also covered
during O'Leary's tour for press.
(photo by Michael Dequina)
In a dramatic break for the norm,one beverage company set up shop in the Augustus:
Frazil, maker of slushy drinks.
(photo by Michael Dequina)
Back another year for more action (bad wordplay intended)is 4D E-Motion,
whose 4D demonstration booth
remains a top draw in this room.
(photo by Michael Dequina)
A bigger draw in this room, though, is multi-service companyACS Enterprises Inc.'s
display of a DeLorean from Back to the Future.
(photo by Michael Dequina)
But the biggest attraction of them all in the Augustus isTendedBar, a new automated beverage dispensing system.
As cool and impressive as the technology is,
I get the feeling that the free alcohol
being served is the real traffic generator.
(photo by Michael Dequina)
Stay tuned here and on my Twitter and Instagram all week for ongoing coverage of all the goings-on at CinemaCon 2024!
(Very special thanks to Heather Lewandoski and the CinemaCon PR team for all their helpful and generous assistance at the convention, as well as Mitch Neuhauser and the CinemaCon crew and Harry Medved and the National Association of Theatre Owners)
The Movie Report wants to attend all your film special events! Please send any and all invitations to this address. Thanks!
via Buy a Me a Coffee!
