D3 LED, LLC (D3), the global leader in design, engineering and technology for the LED (light emitting diode) display market, today announced its completion of the first state-of-the-art LED display marquee and digital media system in Broadway theatre history for New Amsterdam Theatre at 214 West 42nd Street in New York City.
Completed in 1903, the landmark New Amsterdam Theater is currently leased by The Walt Disney Corporation and is one of the oldest surviving Broadway theatres. D3 was contracted by Disney Theatrical Group to replace old backlit vinyl signage with a custom designed digital marquee display that would complement the original aesthetics of the legendary Broadway destination. To accomplish this, D3 engineers and project managers worked closely with the New York State Historic Landmark Preservation Commission throughout the design process to ensure preservation of the building's historic architectural elements.
D3 was selected for this project based on past performance with the Disney brand and its industry leading technology that provides best-in-class image quality and viewing angles, plus the most versatile control system. In 2010 D3 designed and manufactured large-scale storefront LED displays for the Disney Store flagship location in Times Square.
"D3 is excited to bring our innovative LED display technology to theatre owners in New York City," said Jason Barak, D3 managing partner. "Our next generation LED-based digital marquee solution delivers opportunities for experiential customer engagement and a value-added platform for augmented marketing and brand promotion."
The new digital marquee sign atop the New Amsterdam entrance has an overall resolution of 192x1760, required the use of 98 10mm LED modules with more than 225,000 pixels, and is capable of showcasing information about The Lion King, Mary Poppins and Newsies, Disney's Broadway productions, all in real time with full-color graphics and high-definition video. D3's proprietary digital media system also opens up to theater owners a potential new revenue stream from advertising and sponsorship opportunities.
D3 has been aggressively expanding its LED Digital Marquee Display business in 2012. The Company was recently awarded several high-profile marquee display projects including the Apollo Theatre, Times Square Visitors Center (formerly Embassy Theatre), and School of Visual Arts Theatre (formerly Chelsea West Cinemas)--all in New York City.
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