Lights, camera, adsystem – our collaboration with New Horizons Cinema

Every film needs the right setting. This time, we created that setting ourselves – not on screen, but in the cinema space itself. From trade shows we moved into film halls, where our systems built a truly festival-like atmosphere. Curious? See how offline advertising stands out even against the big screen.

Our conversations with the cinema team started from a simple idea – if films tell stories, then the space around them can speak too. We wanted to show that lightboxes and display walls don’t have to be associated only with trade fairs or conferences. They can become part of cultural events and work in places where audiences expect unique experiences.

New Horizons fit this vision perfectly. A cinema unafraid of alternatives, experiments, and bold programming decisions – we felt that if there was ever a place to test offline advertising as “scenography for emotions,” it was here.

And so, instead of talking about the next trade fair, we started making plans for foyers, corridors, and film halls. That was our first joint “shot” and the beginning of a story that was just getting started.

For the start of our collaboration, we chose Szrotoządy – a sponsored screening with a vibe far from the everyday cinema routine. On stage next to the big screen stood a three-meter Lumina. Its light blended into the event’s setting and gave the pre-screening talks a distinctly theatrical quality.

In a dark corridor, a smaller structure appeared, surprising the audience with light and turning an ordinary passage into a scene worth photographing. At the ticket desks, branded lightboxes greeted visitors from the very first step. Small details, but ones that made the event’s atmosphere tangible right from the entrance.

Audience reactions were clear: offline advertising could feel just as natural in a cinema as at a trade fair. For the cinema, it was proof that this collaboration was worth continuing – and that the idea had potential to grow much further.

After the successful debut, the cinema invited us to collaborate on the New Horizons International Film Festival. This is one of those events that transforms the city for weeks – streets fill with film fans, foyers buzz with conversations, and every screening sparks discussions that last late into the night.

At the center of attention were our FlexLED lightboxes. One stood between the halls, instantly becoming a backdrop for photos that spread on social media faster than film reviews. The other worked in the press office, where journalists, filmmakers, and guests passed through daily. Branding became a natural part of the space.

We added Cube seats – small but impactful in arrangement. They blended into the cinema space, becoming both practical seating and visual accents. The setup was completed with Vario walls, positioned throughout foyers and corridors to bring rhythm and visual consistency.

The result was a festival scenography where advertising didn’t distract but seamlessly blended into the atmosphere. Visitors stopped by our installations, photographed them, and treated them as part of the entire experience. That’s exactly the effect we aimed for.

On set – or in the cinema – flexibility is everything. Screenings had their schedules, audiences had their expectations, and our systems had to fit into that rhythm. Adjusting to showtimes and rehearsals, we ensured everything was ready on time. That’s where our team’s experience paid off – fast installation, smooth adjustments, and close collaboration with the cinema’s technical crew.

The result? Not just well-placed systems, but the sense that we had created something bigger together. The working atmosphere itself felt like a festival – intense, but rewarding.

The takeaway? Offline advertising can exist in cultural spaces on equal terms – not as a distraction, but as an enhancement. That’s how we want to approach future projects: as a partner who doesn’t just deliver systems, but creates scenography for emotions.