For decades, the one-sheet movie poster has been a staple of cinema marketing, but the labor-intensive process of printing, shipping, and manually swapping paper versions has remained largely unchanged. Now, a new cloud-based technology aims to modernize that tradition, offering studios and exhibitors a more flexible and efficient way to promote films in theater lobbies.
Relevant DS™ has launched the Dynamic One-Sheet Scheduler™ (DoSS™), a cloud-based application that transforms the traditional paper movie poster into a living digital campaign. Through a collaboration with Screendollars, the system brings dynamic key art, theater-specific showtimes, exhibitor branding, and QR codes for direct ticket purchasing to digital lobby displays at participating locations within the Screendollars network.
The one-sheet is one of the most recognizable forms of movie marketing, and the technology behind it has not kept pace with modern campaigns. DoSS retains the iconic poster format while eliminating the friction of physical production, allowing promotional content to evolve throughout a film’s entire theatrical run.
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A More Flexible Campaign Canvas for Studios
Studios often produce multiple versions of key art, trailers, and messaging for a single title. DoSS enables participating theaters to rotate approved creative, tailor content by location and daypart, and shift messaging from “Coming Soon” to “In Theaters Now.” Theater-specific showtimes and QR codes convert interest into action, providing a direct path to purchasing tickets through the exhibitor’s own online system.
Less Manual Work and New Revenue Possibilities for Exhibitors
Centrally managed digital one-sheets eliminate the need to handle paper posters while keeping lobby messaging current. A fleet of digital screens becomes flexible inventory for studio promotions and, where enabled, advertising from local sponsors and national brands. The result is a lobby that appeals to moviegoers and reduces cost and labor for theater operations teams.
An Established Network and a Platform Built to Scale
Relevant DS and Screendollars are working to introduce DoSS at participating locations within Screendollars’ network of 500 theater partners across 48 U.S. states. This collaboration provides studios with an outlet for location-specific lobby marketing campaigns.
The partnership builds on Screendollars’ cinema advertising business and established exhibitor relationships. By connecting participating theaters with Relevant DS’s digital signage technology and advertising opportunities through the Screendollars Media Network, the collaboration supports studio marketing campaigns and creates opportunities for incremental advertising revenue for exhibitors.
DoSS is one application within REL-CMS, Relevant DS’s cloud platform for scheduling, centralized content management, automation, integrations, and campaign reporting. As a software-as-a-service platform, REL-CMS scales with every new deployment, and supported advertising integrations open additional revenue streams as the network grows.
“The one-sheet is one of the most recognizable forms of movie marketing, and it deserves technology that keeps pace with today’s campaigns,” said Lisa Tydingco-Edwards, CEO and Founder of Relevant DS. “Our goal is to give studios more flexibility in how they present their films, give theaters time back, and make the lobby a more engaging place for moviegoers. We’ve built sophisticated capabilities into software that’s simple to use.”
“The digital one-sheet is a breakthrough opportunity for studios and exhibitors to engage moviegoers while in the theater lobby,” said Thaddeus Bouchard, President of Screendollars. “Our collaboration with Relevant DS connects studio movie marketing with theater-specific branding and messaging — highlighting films that are now playing or coming soon in specific locations. It also offers endless potential for future growth and incremental revenue opportunities.”
About Relevant DS
Relevant DS™ is redefining the digital signage landscape with sophisticated software purpose-built for theaters and other high-audience-engagement spaces. We empower our client-partners to connect meaningfully through today’s most effective communication channels, driving purchasing decisions, deepening brand loyalty, and transforming the on-site experience. Simple yet sophisticated — Relevant DS is proudly women-owned and reshaping what’s possible in digital signage. Learn more at relevantds.com or connect at info@relevantds.com
About Screendollars
Screendollars is an independent media, industry information and cinema advertising company serving the theatrical film business. Its Sunday newsletter reaches approximately 330,000 subscribers, while its website provides industry news, box office reporting, release schedules, and an industry directory. Through its cinema advertising business and theater partnerships, Screendollars connects studios and advertisers with moviegoers. Learn more at screendollars.com.
Media Contacts
Elizabeth DePaiva | Relevant DS
Elizabeth.DePaiva@relevantds.com | 612.221.9788 | relevantds.com
Thaddeus Bouchard | President, Screendollars
thaddeus@screendollars.com | screendollars.com
Elizabeth DePaiva
Relevant DS
+1 612-221-9788
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Why it matters: This shift from paper to digital one-sheets could fundamentally change how studios market films and how theaters operate, reducing labor costs while opening new advertising revenue streams. As the network of 500 partner theaters across 48 states grows, moviegoers may soon expect dynamic, location-specific content as the norm in cinema lobbies.
