Magic of the big screen

Juke boxes operated by text messages and plasma screens that can be fitted to the ceiling. Graham Ridout discovers the latest technology to help pull in the punters

The smoking ban has certainly led to a great deal of soul-searching by pub operators. Should they introduce a food offering or upgrade their existing one - and are there enough customers with sufficient disposable income to make it worthwhile?

The experience of licensees in Ireland and Scotland is that those running wet-led pubs have been, and continue to be, hardest-hit. Pubs that have avoided the ban's worst effects are those that have provided their customers with alternative choices, such as entertainment and music systems, or improved their offering by installing better television screens.

Nowhere is this more apparent than in the rocketing sales of weatherproof TV screens. Hosts have caught on to the idea of converting outdoor areas into places where smokers can still enjoy all the sports action.

Lorraine Baker, of audio visual specialists

Blucat, says sales of weatherproof plasma screens have "really taken off as more and more people are creating outdoor space for smokers".

Although the firm offers screens up to 55 inches, it is the 42-inch model that is proving the most popular. For less than £30 per week on a three-year lease, Blucat will install a 42-inch plasma, complete with security brackets, outdoor speakers and cabling.

Baker says business hasn't been affected directly by the smoking ban, but thinks the 11% rise in Sky subscription rates will hit some licensees. "Some people just can't afford Sky any more - they're going for alternative entertainment, such as digital music systems."

Breaking new ground

One innovation to hit the music scene is a

facility for customers to select tunes by SMS texting.

Blucat has just started rolling out its Multi-Zone touch-screen video and audio music system, trialled in a number of outlets to gauge interest. Among other features, the system shows on-screen instructions and lists popular tunes with text numbers. People with internet-enabled phones can send a text to the jukebox and click on a link displaying tunes stored in the Multi-Zone, listed by music genre, artist and period to enable selection from a playlist of thousands.

Customers don't even have to be in the pub to select a favourite tune for someone celebrating a birthday on the premises.

The equipment can also be used to create a playlist, run karaoke nights, hold in-pub competitions and advertise local businesses and services. In return for £65 weekly rental, licensees get to keep a percentage of the income from the texts.

Baker says: "There was an initial reluctance on the part of some licensees to move away from coin-operated jukeboxes, but that's changing because they can see a chance of earning good revenue from a Multi-Zone."

Another feature of the versatile machine is its capacity to compile a database from the mobile phone numbers. Baker adds: "The feedback we've received is that licensees are finding it invaluable to be able to text their customers to inform them about any special events or promotions being run in the pub."

Pick up a bargain

Also reporting a big uptake in sales of Sanyo weatherproof LCD screens is Owl Visual Systems sales director Shaun Marklew.

And Marklew thinks that the price of these could drop. "It's all down to volumes - and the price has dropped by about £1,000 since it was launched six to seven months ago."

For inside use, Marklew recommends flat-panel LCD screens: "They are similar in price to plasma screens, but they're lighter and seem more robust and reliable."

And, he says, LCDs don't suffer from screen-burn, the problem caused by the logo of the TV channel being burnt on to the screen if the set is left switched on for a long time on a particular station.

Owl's sales director reckons 42-inch LCDs are very good value at the moment, but adds: "If you really want to make an impact, go for the largest-possible screen. The picture-quality of the 65-inch Sharp is just magnificent. It costs in the region of £6,000, so it's not bank- breaking and can really set your pub apart from the rest. And being 65-inch, it is harder to steal and harder to sell on than a 42-inch if burglars break into the pub."

Swings and roundabouts

Neil Fisher, owner of Space Audio & Visual, says there's a perennial problem with the licensed trade: "People leave it until the last minute and are only now realising the football season starts on 5 August, when Chelsea play Manchester United."

Fisher has noticed a swing in popularity away from projectors to plasma screens.

"Big screens give you more of an atmosphere, especially when you have external speakers to amplify the noise," he says.

"But it's important to acknowledge the

cinema-effect of a large screen: it will isolate a lot of the pub by making it darker. Plasma screens tend to give better colour definition and can be installed almost anywhere - even on the ceiling."

Fisher says another consideration relating to projector systems is the expense of replacing a bulb, which costs just less than £300. He estimates the average life-span of a bulb to be about 2,000 hours.

Space is offering two 42-inch plasmas for "just on £20 per week" for a three-year lease.

However, SP Services owner Steve Craddock says he's noticed demand for plasma screens falling. Fifteen months ago, sales at the Leeds-based firm were split roughly 50:50 between 42-inch plasma screens and projector systems. Now, however, he says, plasma prices have plummeted: "Plasmas used to cost about £1,200; now people can visit stores such as Comet, pick one up for £500 to £600, and fit it themselves."

Craddock also reports a quiet time for projector systems. "There's no World Cup or European Cup this year, so trade is steady."

But he expects business to pick up again around September, once the English football season is in full swing.

SP Services specialises in Acer LCD projectors and Craddock says the 6ft screen is the most popular, although screens up to 10ft are available.

He believes that the picture-quality of a projector system is much better than plasma screens and maintains that the popularity is due to the ability of large screens to create a "special" atmosphere.

Craddock quotes a price of about £1,000 for a fully-installed system from SP Services, including a projector, screen, brackets, speakers, all the cabling and a two-year warranty.