Present in 11 states, Cinesystem is today one of the largest cinema operators in Brazil and stands out as one of the most modern and technological networks in Latin America. A pioneer in laser projections and 100% digital operation, the company reaffirms its vocation for innovation by choosing Imply® to modernize its Porto Alegre unit, at Bourbon Shopping. The space was completely renovated and transformed into a true leisure and entertainment center, with an investment of around USD 3 million.
The project also marks the debut of the LOOF brand, with the expansion of the holding into the food and indoor entertainment segment with Bowling experiences. LOOF – Food & Fun is an innovative hub that integrates quality gastronomy, technology, modernity, and fun. The proposal is to offer a unique environment where gastronomy and entertainment meet. The restaurant and sports bar feature contemporary architecture and a menu inspired by North American culture and cuisine.
Luxuriously installed in the complex are 8 Imply® Bowling Lanes, which bring all the technology and innovation already present in more than 125 countries. The Imply® Bowling Lanes impress with their imposing and futuristic design, surprising players with gameplay and interaction. Equipped with the most modern and advanced entertainment technology, the Lanes provide the public with an immersive and interactive experience with every throw.
Imply® as a strategic partner in positioning LOOF as an entertainment hub
Marcello Poltronieri, responsible for brand strategy for Cinesystem and LOOF, highlights how the Imply® Bowling Lanes add not only commercially but also strategically in redefining Cinesystem’s entertainment model. “The main need of the renovation project was to bring a differentiated entertainment experience with long-lasting engagement for customers, going beyond the traditional movie-going experience. The Bowling Lanes emerged as a central pillar because they combine social interaction, multigenerational fun, and extended stays within the space. This choice increases the attractiveness of the development and strengthens the Social Entertainment Center model that LOOF aims to implement. Instead of being an occasional short-term visit, LOOF consolidates itself as a social entertainment hub aligned with the latest international market trends.”
Regarding Imply®’s system, Poltronieri also points out that “its proprietary and cutting-edge technology, with digital scoring and interaction systems, increases user engagement. Premium design and immersive experience, with integrated lighting, sound, and gamification options. Our projection is an increase in customer dwell time, with a direct impact on food and beverage sales. Another important point is revenue diversification, reducing exclusive dependence on box office. With this, we also seek to strengthen the brand as a pioneer in Social Entertainment Centers in Brazil.”
Marcos Barros, founder and CEO of Cinesystem and creator of the project, defines the venture as “LOOF is an invitation to rediscover the pleasure of shared time.” The name LOOF is inspired by the expression “lots of fun,” representing the spirit and DNA of the brand, which has fun as its essence.
Technology and innovation are in Imply®’s DNA
The lanes at the Cinesystem complex in Bourbon Shopping feature futuristic design, with integrated high-resolution Full Color LED panels. Along the lanes, dynamic RGB LEDs indicate whether the lane is ready for a throw or if the move is complete. They also deliver a visual spectacle whenever a strike occurs. Complementing this light show, the lanes include the Bright Bowling system, which generates a “glow in the dark UV” effect under black light.
Each lane is equipped with pneumatic Bumpers that raise the sides to prevent the ball from going into the gutter, making the game more accessible and fun for children and beginners. Interactivity is also present in the ball return. The Above Ground system makes the ball travel on an elevated path between lanes to the ball rack with a floating effect, creating a modern and visually striking RGB LED effect.
In the Approach area, where players throw the ball, there are Interactive Score Terminals. With a slim, modern design illuminated by RGB LED effects, they offer intuitive navigation through 18.5” portrait LCD touchscreens. Players can insert names, create teams, and set individual difficulty levels. The Interactive Score Terminals feature the Imply® BowlingNet® User system, the company’s automatic scoring software. Extremely intuitive and easy to use, it provides full autonomy to control the game and view scores directly on the terminal. This combination of features ensures a high-level entertainment experience, combining technology and interactivity to bring fun to all ages.
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