Barco, the global leader in digital cinema, is expanding its relationship with
Diversified, the nation’s second largest AV integrator, to strengthen its offering and
services for its roll-out of the Barco Lobby Experience to movie theatres. Together,
Barco and Diversified will create, deploy and manage Barco’s innovative, advanced
technological platform that transforms the cinema lobby into an engaging, revenue-
generating entertainment centre.

As a key component of CinemaBarco, the Lobby Experience is designed to empower
exhibitors in differentiating their cinemas with premium experiences, while gaining
operational efficiencies throughout the theatre. The Barco Lobby Experience turns a
cinema lobby into an immersive storytelling environment, utilizing a dynamic
combination of animated box office, concession and menu boards, dynamic movie
posters, and multi-screen, synchronized feature film promotional content called
“Lobby Dominations.’

“The Barco Lobby Experience represents the next wave in cinema entertainment,
and we are thrilled to join with Diversified to bring this game-changing cinema
entertainment solution to the next generation of moviegoers today,’ comments Jim
Molony, Director of Strategic Partnerships. “Diversified has been a great Barco
partner for many years and we look forward to growing our relationship with them
to deliver innovative digital marketing programs and social media campaigns that
monetize the lobby.’

Barco and Diversified just completed deployment of a Barco Lobby Experience
solution at Regal LA LIVE: A Barco Innovation Centre, launched earlier this month.

Moving forward, Barco and Diversified will jointly develop customized lobby
solutions for exhibition partners, providing all AV system components, engineering
and design, as well as creating, managing and scheduling the content. Diversified
will bring its top-notch expertise in integration, engineering and installation as well
as hardware procurement and project management to ensure a smooth

“Digitizing the cinema lobby is the next frontier. Barco is the ideal technology
company to lead this exciting industry initiative, and we look forward to providing
our industry knowledge and vast customer network to empower them to take the
Barco Lobby Experience to the next level,’ comments John Scarcella, Vice
President, Business Development for Diversified.

The Lobby Experience delivers customized branding and promotional messages to
the right audience, at the right time, on the right device to create an immersive,
engaging customer experience. By leveraging its strong relationships with movie
studios and third-party hardware providers, Barco is the only digital lobby
technology provider to offer a complete solution designed specifically for the
cinema, including:

• Movie assets provided directly by studios
• Hardware including LCD and LED displays of all sizes, projectors, and lighting
• Digital Media players and video distribution hardware
• Barco’s proprietary content management system designed to make it easy to
manage lobby specific content
• Full integration services for POS and other existing corporate platforms
• Content creation and management services to fully customize each lobby