Ed Mirvish Theatre

A Media Company has, once again, retained the services of Media Resources to meet the demands of his customers’ requirements for digital signs. The president of the Media Company first worked with Keith Edwards and his team in 1987 when he created the first large-scale digital spectacular sign on the Gardiner Expressway for Molson Breweries.

The Ed Mirvish Theatre is one of the largest live theatre venues in Toronto, seating 2,300 patrons. This theatre was formerly known as the Pantages Theatre. Today’s reality in the live theatre business sees much shorter runs for shows; sometimes as short as one week. Fixed-faced signs requiring printed faces and crane trucks to remove and replace are, in some cases, cost prohibitive.

Mr. David Mirvish of Mirvish Productions travels extensively to theatres in New York and London to see shows that he might like to bring to Toronto audiences. He sees the evolution of theatre marquees as he travels and digital signs are an increasingly modern method of communicating to audiences as they approach the venue. The permit process with the City of Toronto was not easy. Before a permit could be considered, ID Inc. had to convince Heritage Preservation Services and the Downtown Yonge Business Improvement Association of the merits of the proposal.

Today, the Ed Mirvish Theatre is selling its shows on a continuous basis, 24 hours per day. “This is the future of theatre marquees and Media Resources has been an excellent partner in making it happen.”

The Media Resources team was generous with their expertise and experience when it came to assistance with design, engineering, installation, set-up and operation. A coordinated effort ensured a successful implementation to the customer’s satisfaction. 

—President, Media Company

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