Large format theater design

A method, comprising:

• providing a theater having an entrance, an auditorium having seating and a main screen for displaying primary content, and a corridor connecting said auditorium to the entrance;
• determining, based on inputs from at least one sensor, that a number of patrons simultaneously traversing the corridor at a first point in time is less than a predetermined threshold;
• and
• displaying patron-interactive secondary content on at least one wall of the corridor based at least in part on the determination that less than the predetermined number of patrons are simultaneously traversing the corridor.

A method, comprising:

• providing a theater having an entrance, an auditorium having seating and a main screen for displaying primary content, and a corridor connecting said auditorium to the entrance;
• displaying secondary content on at least one wall of the corridor;
• receiving input from a patron located in the corridor;
• altering the displayed secondary content based on the received data, wherein altering the displayed secondary content based on the received data comprises displaying patron-interactive secondary content;
• obtaining a starting time of the primary content;
• determining that a current time is less a predetermined number of minutes before the starting time;
• and
• switching from displaying the patron-interactive secondary content to displaying non-patron-interactive secondary content on at least one wall of the corridor based at least in part on the determination that the current time is now less than the predetermined number of minutes before the starting time.