Case StudyEntertainment

Scala Helps Solve the Puzzle of Fan Interaction for Fox Mystery Series

By September 2, 2015 No Comments

AEG Multimedia Creates Fan Voting Experience at L.A. LIVE Entertainment Complex



Fox Broadcasting wanted to create an impactful, creative way for fans to voice who they suspected was the killer on Gracepoint, a ten-episode mystery event series. After setting up the website, where fans were encouraged to vote on who they thought was the killer in the mystery, Fox came to AEG Multimedia Productions to create an interactive display solution in a Los Angeles, CA, entertainment complex.

Twenty screens at the L.A. LIVE and JW Marriott Hotel and entertainment complex grabbed the attention of visitors with eye-catching images showing weekly results of fans’ online voting, focusing on one character per week. Viewers would cast their votes, which the Senior Director of Digital Signage at AEG Multimedia, Jeff Curtis, integrated with Scala Enterprise Designer to trigger the screen content to show real-time results. Fans actively participated and enjoyed the interactivity on the website and social media as the ten-week campaign went on.

“Scala Enterprise Designer was essential to meeting the complex scheduling constraints of the project. The features in Designer – particularly interrupt and group – were really what made it possible to optimize the timing of when our content was displayed.”
Jeff Curtis, Senior Director of Digital Signage at AEG Multimedia

Quick facts

  • Fox Broadcasting needed an impactful display to promote the series Gracepoint and to interact with fans. The AEG Multimedia and Scala solution:
    • Integrated with an online voting system and, in person, drew fans in with engaging and interactive content, rather than static displays
    • Met complex scheduling requirements, automatically triggering content when it was most relevant to audiences
    • Proved successful with fans voting and posting on Facebook and Twitter continuously throughout the ten-week campaign, impacting the success of the series

AEG Multimedia designed and manages the complex 20-screen LED displays at L.A. LIVE, which features screens of differing pixel ratios and seven players powering the content. The screens include six towers, two of which contain three mirrored images while the remaining four towers contain two mirrored images. Additional screens include the 16×9 Plaza Display, Microsoft Theater ribbon board and Hotel Vertical Mesh that spans 15 stories up the JW Marriott Hotel.

A challenge for Curtis and AEG Multimedia was scheduling the content to kick off on the screens at pre-determined times and days of the week, and ensuring the content displayed correctly on screens of varying size and shape. Fox Broadcasting had 16 time slots per hour throughout a 24-hour day, and the Gracepoint voting content displayed during four of the 16 slots. However, every Wednesday – the day Gracepoint aired – the content was set to display during all 16 slots each hour.

A Python script referenced the online voting site, which was integrated with the creative content. AEG Multimedia created seven files of different content, and, within Designer, used groups to assign a certain day of the week to the file grouping. To automate and execute the schedule timing, an interrupt command on a Special Event page cued the Gracepoint voting to display at the 15 minute mark every hour. This was all executed in a short timeframe with the flexibility of the Scala solution.

About AEG
AEG is one of the leading sports and entertainment presenters in the world. AEG, a wholly owned subsidiary of the Anschutz Company, owns or is affiliated with a collection of companies including more than 100 of the world’s preeminent facilities such as STAPLES Center (Los Angeles), StubHub Center (Carson, CA), Best Buy Theater (Times Square, New York), Sprint Center, (Kansas City), Target Center (Minneapolis), Mercedes-Benz Arena (Shanghai, China), MasterCard Center (Beijing, China), O2 World Hamburg, Allphones Arena (Sydney, Australia), Ericsson Globe Arena (Stockholm, Sweden), O2 World Arena (Berlin, Germany) and The O2 Arena and entertainment district (London, England), which are all part of the portfolio of AEG Facilities. Developed by AEG, L.A. LIVE is a 4 million square foot / $3 billion downtown Los Angeles sports, residential & entertainment district featuring Microsoft Theater L.A. LIVE; Club Nokia; a 54-story, 1001-room convention “headquarters” destination; along with entertainment, restaurant and office space that officially opened in 2010.

About Scala
Scala has a passion for creating intelligent digital signage solutions that move employees, consumers, and products. Driving more than 500,000 screens worldwide, our solutions increase sales, improve brand loyalty, optimize the customer experience, and reinforce business objectives.

Scala is known for its innovation and leveraging best-of-breed technologies such as mobile and predictive analytics to create award-winning solutions that are easy-to-use yet infinitely customizable to meet our clients’ unique needs. Our solutions can be found all over the globe across multiple industries. Our software powers the digital communications of companies like Rabobank, IKEA, Bloomberg, Tommy Hilfiger, Burger King, TMobile, Virgin Megastores, Disneyland Resort Paris, McDonald’s, Warner Bros., Mercedes-Benz, DNB, Hard Rock Hotel, Shell, Esso, Ericsson and IBC-13.

Scala is headquartered near Philadelphia, Pa., with multiple subsidiaries across Europe and Asia, and over 500 partners in more than 90 countries. For more information, visit: or their blog. Connect with Scala via Twitter and Facebook.