Regal Goes Rebel

One of the most exciting aspects of working for a sign company is attending to a diverse variety of projects. Some expansive, complex projects require many months, even years, to complete. Others are spur-of-the-moment decisions spurred by a product release or special event that’s momentous enough to command special attention. The release of the latest edition of the Star Wars franchise, The Last Jedi, compelled Regal Entertainment Group to make a splash at its high-profile Regal Cinemas E-Walk RPX location at Times Square in New York City. This led to a fast-paced sign project.

Following up on a concept developed by Peak Advertising, Cima Network built a simple, but impactful, environmental-branding statement. By removing covers and faces on the theater’s blade sign and replacing them with new parts, the theater’s name changed from “Regal” to “Rebel” — as in the rebels, the Resistance, fighting against the evil First Order.



And, like any hyped-up Hollywood production, a tight deadline had to be met. We only had seven days to complete the job. Cima Network built 4-in-.deep letters that were lit with red LEDs and decorated with red-vinyl-clad polycarbonate. The red glow contrasts nicely with the painted-black metal and hardware components (the eerie light resembles villain Kylo Ren’s lightsaber). A 120V powersource transferred from the removed letters to their temporary replacements ensured seamless operation. With such a short-term installation, the parts had to be built for quick assembly and disassembly. The new panel/letter overlays contained lift points on top of the back, and tag-line points on the bottom back required a 10-ft.-long primary tail for power. Will Wray, Cima Network’s production manager, said that completing such a tight turnaround requires starting with the end date and working backwards through the required milestones to set an appropriate schedule. But, even more importantly, he said


“The best plans mean nothing without teamwork and the ironclad belief that failure is not an option.”

Bill Lockett, Cima Network’s president, said, “When [Regal Entertainment Group] first requested this, I honestly wasn’t sure how we could get it done on time and within their budget. But, it was amazing how quickly our project management and production teams came together with a plan and said, ‘We can do this’.”

Just as the Resistance resolutely vowed to fight The First Order in The Last Jedi, a sign company must maintain a similar ironclad commitment to go above and beyond to respond to its client’s needs. Regal Entertainment Group wanted to raise Times Square moviegoers excitement level to see Rey, Kylo Ren and the forces of good and evil collide in a blaze of Star Wars glory.

Cima Network proudly responded to the challenge — dare we say, The Force was with us?