From Paper to Pixels: Scratch® Is Behind Cineworld’s Digital Shift
Recognising the limitations of traditional paper posters and static signage, Cineworld set out to reimagine its cinema environments—transforming foyers, stairways, and approach areas into vibrant, digital-first spaces designed to captivate visitors from the moment they step inside. This strategic shift aimed to modernise the customer journey, elevate the visibility of upcoming film releases, and create a more engaging atmosphere throughout the venue.
To bring this vision to life, Skratch® was appointed as the sole digital format design partner for the initial rollout across four flagship sites. Skratch’s scope included the supply and installation of wall-mounted displays, digital menu boards, and large-format LED solutions, along with tailored maintenance packages to ensure long-term reliability and performance.
York Site: Seamless LED Halo Display
Challenge: Design and install a 98m x 0.5m seamless LED display forming a halo around the foyer.
Solution: Skratch engineered a combination of straight and curved LED sections, selecting a flexible LED product capable of maintaining visual consistency across complex geometries.
Outcome: Delivered a visually striking, continuous digital halo that became a focal point of the venue.
Plymouth Site: Elevated Outdoor LED Wall
Challenge: Install a high-mounted LED wall on an exterior façade visible from major roadways.
Solution: Skratch designed a bespoke mounting system integrated into the existing wall structure, complete with cladding finishes to match the building’s aesthetic. Utilised IP-rated LED technology for weather resistance.
Outcome: Created a high-impact digital landmark that enhances visibility and brand presence.
Skratch® replaced paper posters with sleek digital displays mounted in high-footfall areas. Each display was housed in bespoke metal enclosures to ensure durability and reduce the risk of accidental damage.
Empty wall spaces and under-escalator zones were transformed using combinations of 98” LCD portrait displays and COB LED technology, selected for its robustness and minimal damage risk in busy environments.
Digital menu boards were installed in food and beverage areas, leveraging proven strategies to increase sales of concessions and promote VIP seating options.
The digitisation of these sites didn’t just look good—it worked. We enhanced the customer experience, boosted visibility for upcoming film previews and trailers, and led to a measurable increase in positive customer feedback. As a bonus, concession sales climbed.
These projects weren’t just well received—they were a standout success, paving the way for future site upgrades using the core features designed by Skratch® during the consultation phase.
